In Dagestan and other republics of Russia’s North Caucasus Federal District, lip fillers are gaining popularity among men, sparking controversy.

Dagestan and the other predominantly Muslim North Caucasus republics are famous for their bearded, manly-looking men, but a new beauty trend is slowly chipping away at the region’s manly reputation. According to Russian media, North Caucasus men are increasingly turning to cosmetologists for lip augmentation procedures like fillers. Such behavior is still heavily frowned upon, so cosmetologists perform them during the night, when the chance of being caught are lower, and charge up to 20,000 Russian rubles ($255), compared to the standard 2,000 ($25) – 3,000 ($38), to keep the identities of their clients secret.

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