John Perez first heard about Botox for your ball sack—colloquially referred to as Scrotox—from some friends who had had it done, and liked the results.

“It’s popular in Europe,” Perez said, rather casually, admitting that he first encountered it over dinner at a friend’s house, around six months before he decided to have the procedure himself, in late-November. “I was interested in it because my friends were excited about it, talking about it.”

Testicular Botox has many purported benefits, like as a treatment of excessive sweating, the same way the neurotoxin is used in underarms and on palms. But its growing popularity is due to men who are employing it for aesthetic reasons, specifically to smooth out wrinkles on their testes and make them look bigger.

And then there’s this: “The most interesting part to me is that it would improve my sex life,” says Perez, a 35-year-old working in the fashion industry. “That it would make everything more sensitive.”

“People are definitely asking about it, talking about it” says Dr. Evan Rieder, a board-certified cosmetic dermatologist and psychiatrist at NYU Langone Medical Center. In fact, Dr. Rieder first reached out to me, saying he had seen a noticeable uptick in men inquiring about the procedure.

“Dave Chappelle was talking about smoothing out the scrotum ten years ago,” he says. “It’s not a novel concept, but it’s new in that people are actually doing it.”

Dr. Rieder has been approached by men over the last six months or so, and while it still may be rare, he says that colleagues in urology seem to be encountering clients interested in the procedure with more frequency.

One of those urologists is Dr. Seth Cohen, a colleague at NYU Langone Medical Center, confirms the sudden interest and traces it back to a British newspaper article, extolling the procedure’s benefits to men. While the numbers of men talking about it and having it done, remain small, it’s a jump from the previous number: zero.