A young man who goes by the name James has spoken out about his involvement in the 'looksmaxxing' community, a subculture focused on extreme facial enhancement. James, who works in finance in the UK, began exploring looksmaxxing forums around 2015 after being drawn in by trolls who criticised bodybuilders for neglecting their faces. He says the community taught him to see flaws he had never noticed before, such as a short chin or wide nose, and introduced him to terms like 'canthal tilt' and 'sexual market value'.
James started with non-surgical 'softmaxxing' techniques like skincare and diet, but eventually moved to 'hardmaxxing' – more drastic procedures. He has spent an estimated £10,000 on his face, including rhinoplasty, Botox, eyebrow threading, and teeth whitening. He is now considering chin surgery, which he describes as a 'dimorphic trait' linked to masculinity. He defends the use of steroids and bone smashing – a practice where individuals hit their own facial bones to stimulate growth – as legitimate methods within the community.
The looksmaxxing trend has exploded on social media, particularly TikTok, where influencers promote chiselled jaws, pouty lips, and 'hunter eyes'. However, concerns are growing that the trend is linked to incel (involuntarily celibate) ideologies. Mike Nicholson, a former teacher who runs a programme called Progressive Masculinity, warns that these online spaces increase young men's anxieties and can lead to misogynistic beliefs. A recent UCL and University of Kent report found that TikTok algorithms amplify misogynistic content, though TikTok disputes the methodology.
James acknowledges the dark side of the community but insists that looksmaxxing has given him control over his appearance. 'The ultimate goal is to improve your SMV,' he says, referring to sexual market value. Despite the risks, he plans to continue his transformation, undeterred by the criticism or the cost.
