Demand for discreet lip augmentation among men in the Caucasus—particularly in Dagestan and the republics of the North Caucasus Federal District—has surged under the influence of a blogger Askhaba Tamaeva. Men pay 5,000–20,000 rubles for treatments, demanding complete anonymity, and often do so at night to avoid publicity. Cosmetologists are threatened and pressured to reveal their clients’ names.
Instagram Askhaba Tamaeva
Askhab Tamaev: An Icon of a New Style
Askhab Tamaev, known as a blogger, pop-MMA fighter, and proponent of the metrosexual look, has become a key figure inspiring this trend. His Instagram account (@tamaaev) is full of content showcasing his well-groomed appearance, stylish looks, and vibrant charisma. Tamaev, who has ties to influential figures in the region—including Chechen leader Ramzan Kadyrov—has become a symbol of a new approach to male beauty in the Caucasus. His posts, in which he shares glimpses of his life, workouts, and even car giveaways, attract thousands of followers, many of whom strive to emulate his style.
According to media reports, such as News-Dagestan.ru and Life.ru...It was Tamaev who inspired men in the region to undergo cosmetic procedures that had previously been considered the exclusive domain of women. His image, which combines masculinity with elements of glamour, became a catalyst for changing traditional notions of appearance.
Secrecy and Nighttime Procedures
A distinctive feature of this trend is customers’ desire to remain anonymous. In the conservative societies of the Caucasus, where men’s cosmetic procedures are still viewed with skepticism, many men prefer to undergo treatments under the cover of night. According to information Unews.pro, clients pay 5 to 10 times the standard price for confidentiality guarantees. Beauty salons in Makhachkala and other cities in the North Caucasus Federal District operate at night to avoid prying eyes.
“Мы делаем всё максимально скрытно. Клиенты приходят после полуночи, просят не разглашать их имена. Некоторые даже приезжают в масках”, — quotes Pervoe.online (June 22, 2025) from one of the cosmetologists. The cost of treatments ranges from 5,000 to 20,000 rubles, which is significantly higher than the average prices for similar services in other regions of Russia.
Pressure on Cosmetologists
Privacy, which is so important to customers, has led to unexpected consequences. According to Yaplakal.com (June 22, 2025), cosmetologists are facing threats and demands to reveal the names of those who undergo procedures. Some sources report that the pressure is coming from local residents who want to know which of their acquaintances have taken this step. This creates a tense atmosphere in the industry, where professionals are forced to balance ethical considerations with safety.
“К нам приходят с вопросами, иногда даже с угрозами. Мы не раскрываем данные, но это создаёт сложности”, — said an anonymous cosmetologist in an interview with the Telegram channel Mash (Life.ru, 22.06.2025).
Sociocultural Context
The trend toward lip augmentation among men in the Caucasus raises important questions about the transformation of gender stereotypes in the region. Traditionally, male culture in the North Caucasus Federal District has been associated with masculinity, strength, and restraint, making cosmetic procedures a taboo subject. However, the influence of social media platforms such as Instagram and Telegram is helping to change these perceptions. Askhab Tamaev, an active social media user, has become an example of how public figures can change cultural norms.
In Dagestan and other Caucasus republics, the number of requests from men for lip augmentation is on the rise.
— Ekaterina Kanakova (@kanakovaeki) June 23, 2025
The main condition is that “no one finds out,” which is why they’re willing to pay 3–4 times the going rate. But don’t tell anyone—remember, that’s the main condition. pic.twitter.com/CtMBdtGyvO
A post on X by user @kanakovaeki (June 23, 2025) points out: “Мужчины в Дагестане готовы платить втридорога, лишь бы никто не узнал, что они делают губы. Это уже не просто мода, а целый феномен”. Comments like these on social media heighten public interest in the topic, while at the same time highlighting its sensitivity.
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