Is looksmaxxing really a new phenomenon?

Looksmaxxing is an online trend focused on achieving physical “perfection”. It targets boys and young men and has been fueled by social media. Psychologists are warning that looksmaxxing is leaving many trapped in a dangerous cycle of insecurity, obsession, and impossible standards. It can lead to eating disorders, body dysmorphia, and even surgery, taking drugs or steroids, and "bonesmashing," which involves hitting your face with a hammer.

Girls and women have long been struggling with body image, with many not participating in activities because of feeling bad about their body. Social media has been exacerbating body image issues for years too. A 2019 social media report found that 79% of people have seen posts that made them "feel negatively about [their] body image, social situation or background". And body dissatisfaction can have serious consequences. Research has found that higher body dissatisfaction is associated with a poorer quality of life, psychological distress and the risk of unhealthy eating behaviours and eating disorders.

Meanwhile, gay and bisexual men have greater levels of body image concerns and higher rates of eating disorders than straight men.

While it shares many of the same characteristics and consequences as body image issues among women, girls, and gay and bisexual men, looksmaxxing is different in some respects:

• Looksmaxxing targets boys and young men

• Looksmaxxing emerged from the incel — or "involuntary celibate" — community and is tied to white supremacy

• Social norms mean it's hard for some boys to express their feelings – increasing their vulnerability

• Some websites and influencers are capitalising on the movement, using pseudoscience to rank physical attractiveness and commercialising “optimising” attractiveness

• Social media algorithms draw people in – quickly segueing from fitness and skincare tips to extreme content

The following is an extract from What is Looksmaxxing?, published by Te Mana Whakaatu | The Classification Office. It is reproduced here with permission. 

If you are concerned that online content is negatively affecting a young person’s wellbeing, it can help to:

• Keep communication open and non-judgemental

• Ask what they are seeing online and how it makes them feel

• Discuss unrealistic beauty standards and edited content

• Encourage critical thinking about advice from influencers or anonymous online communities

• Seek support if appearance concerns are becoming obsessive or distressing

If a young person is experiencing bullying, harassment, image-based abuse, or harmful online interactions, contact Netsafe. Netsafe provides free and confidential support for online harm in New Zealand.

Seen something harmful and need to talk to someone? We have a Helplines and Support Services Resource.

Seen something harmful and need to report it? We have a Reporting Resource for harmful or illegal online content in New Zealand.

• What is Looksmaxxing?, published by Te Mana Whakaatu | The Classification Office

• Taking a look at looksmaxxing – and what parents should know, published by NPR

• 'Looksmaxxing' is the latest social media trend, but doctors say it's dangerous, published by ABC News

• Psychologist sounds alarm about the effects of 'looksmaxxing', published by RNZ

• Digital Reflections: The Online Experience and its Influence on Youth Body Image in Aotearoa, published by Te Mana Whakaatu | The Classification Office