Bill* was 24 when he uploaded images of himself to online Looksmaxxing communities for strangers to rate his appearance. “I thought it would be helpful, but people never focus on the areas you expect, and so you end up with more insecurities. Some suggested surgery and facial reconstruction, which I thought was extreme.” Still, changes were made—Bill altered his haircut to better suit his face shape, started using blusher to emphasise his bone structure, and went so far as to book in for a Blepharoplasty (eyelid surgery), before cancelling. "I realised it was allowing other people too much influence on my life," he says.
Birthed on male incel communities in the early Noughties, the relentless drive to maximise one’s appearance, or “Looksmaxxing”, has never been so mainstream. Once relegated to forums on Reddit and Discord, it has ripped through social media like a wildfire over the last few years. Even if you don’t know the term, you’ve undoubtedly seen the look: a Superman-esque chiselled jawline, downward-sloping “hunter eyes”, and of course, a ripped physique and a full head of hair.
