From bone smashing to chin extensions: how ‘looksmaxxing’ is reshaping young men’s faces

Chiselled jaws, pouty lips, hunter eyes: everything is up for grabs in the quest to increase sexual market value'. But how did this extreme cosmetic craze become mainstream?

For James, it started with muscles. He was about 16 and had become self-conscious about his physique, fearing that he wasn't buff enough to attract girls. He found his way to a bodybuilding forum and began to work out. He can't remember when it happened, but at some point trolls began to infiltrate the forum. They were visitors from another online community with a different focus.

Their general vibe was quite mean," says James, who prefers notto use his real name. They'd take images people had posted of their impressive physiques and be like: You guys forgot to work out your faces!'"