A sharper jawline, thicker hair, clearer skin, broader shoulders. For some young men, improving their appearance has become less of a grooming routine and more of an expensive personal improvement project.
The movement has a name: looksmaxxing. It encourages men to maximize their physical attractiveness through everything from better skincare and gym memberships to cosmetic surgery, supplements, and experimental substances. Some participants spend thousands chasing an appearance they believe will improve their dating prospects, confidence, and social standing.
