Understanding the Growing Trend of Male Enhancement
Bill Moore can be aptly described as an advocate for male enhancement solutions. At AdvancedYou, an aesthetic clinic in a Dallas shopping centre that focuses on “biohacking and wellness treatments,” Moore provides men with a unique opportunity for personal transformation through PhalloFill. This procedure, which does not increase length but rather involves injecting a hyaluronic acid-based dermal filler, aims to enhance the girth of the penis.
The recently released documentary by Daniel Lombroso, titled “Manhood,” explores this fervent quest for sexual adequacy among men grappling with self-esteem issues and the modern crisis of masculinity. The film delves into the lives of various individuals seeking enhancement and the societal pressures that underpin their decisions.
A Deeper Look into Masculinity
A few years ago, Lombroso noted headlines regarding a male loneliness epidemic, which he deemed somewhat superficial and overly self-focused. He aspired to tell a more profound story about the challenges faced by men in the United States. Around the same time, he became increasingly aware of the penis enlargement phenomenon and began engaging with professionals in the field, including Moore, who invited him to Texas to witness the process first-hand.
Moore sees himself as a pioneer in aesthetic enhancement. He was among the first in Dallas to employ platelet-rich plasma technology for hair transplants. In “Manhood,” his ambition remains steadfast: to normalise his patented penis enlargement technique to the same extent as Botox.
Lombroso, a former editorial producer for prominent publications, has a keen interest in exploring subcultures through his documentaries. His initial film, “White Noise,” followed white nationalist groups over three years, capturing the tumultuous political landscape from Donald Trump’s election in 2016 to the end of his first term.
The Stories Behind the Procedures
In “Manhood,” Lombroso aims to uncover the motivations driving men to opt for surgical enhancement. During his visits to Moore’s clinic, he encountered a diverse array of men with compelling narratives: a mega-church pastor, border patrol agents, and a man battling brain cancer. Among the film’s central figures are David, a 24-year-old gay OnlyFans star estranged from his religious mother following a failed procedure, and Rubén, a father of five, currently unemployed but working part-time as a stand-up comedian and a Joe Rogan podcast listener.
Lombroso reflects on the surprising openness of these men, noting, “I found it astonishing that these guys were so eager to share their life experiences with Bill and with me.” He discovered that an overwhelming majority of those seeking this intervention were heterosexual men, estimating around 75%, and noted their conservative tendencies.
The Stigma of Size and Its Consequences
While Lombroso is careful not to pigeonhole men seeking penis enlargement, he observes a common sentiment among them: a profound sense of shame and social isolation. The topic of penis size remains deeply personal, intertwined with cultural notions of masculinity and self-worth. However, not everyone subscribes to the belief that size is paramount to personal fulfilment.
In one scene, Rubén engages a bar patron in conversation about the documentary before his stand-up performance, explaining that the film addresses “mental health” and the “normalisation” of such procedures, only to be met with light-hearted scepticism. “Can having a small penis drive you mad?” the man jokes.
The Financial Implications of Enhancement
Moore’s enhancement procedure, costing between $2,500 and $4,000 per session, operates almost like a subscription model, encouraging men to return multiple times—three, four, or even five visits. The catch is that to maintain their desired girth, patients are required to return annually for the rest of their lives. This raises questions about the ethics of such practices.
Paul Perito, a board-certified urologist featured in the documentary, remarks, “One would think this technique would be under the purview of urologists; however, it has now fallen into the hands of corporate predators.” The PhalloFill procedure has proliferated across 32 clinics nationwide.
Shifting Demographics and Rising Trends
More men are pushing the boundaries of their bodies in pursuit of validation, surpassing women as the fastest-growing demographic in plastic surgery in the United States. Recent reports indicate that they are undergoing aesthetic procedures at an increasing rate compared to pre-2020 figures. Among Gen Z and millennials, non-surgical aesthetic treatments, ranging from skin rejuvenation to body sculpting, are becoming increasingly mainstream.
This trend is particularly pronounced within the looksmaxxing movement, which thrives in certain male-centric circles, encouraging young men to undergo extreme physical modifications to enhance their sexual desirability. One 21-year-old YouTuber, an advocate of looksmaxxing, likened the trend to an “inflation of appearance,” highlighting the societal pressure to conform to certain ideals of masculinity.
The Dark Side of Exploitation
Morag Yule, president of the Society for Sexual Therapy, succinctly states, “Insecurity is a lucrative business, and money can be made” by capitalising on individuals willing to go to great lengths to improve their self-image. While Lombroso does not portray Moore merely as a villain or a saviour, it is evident that PhalloFill is part of a wellness industry that exploits male insecurities.
A study conducted in 2026 revealed that the machosphere operates more like a pyramid scheme, preying on vulnerable individuals like Rubén, who ultimately spent so much on injections that he and his wife were compelled to leave their home and relocate to Phoenix with his mother. “We weren’t earning enough to cover everything,” Rubén confesses.
Ultimately, “Manhood” unveils a more troubling reality regarding exploitation and profit within the medical industry. Professionals, driven by financial gain, resemble sharks eager for their next meal. Lombroso notes, “When they see money, that excites them. It is a troubling truth that we do not discuss sufficiently. Many of the characters in the film are qualified urologists who could be performing penile reconstructions or assisting men with erectile dysfunction. Instead, they see a quick way to profit by injecting fillers into men’s penises.”