The looksmaxxing industry pulling young men into 'dangerous territory'

Key points

• A growing online movement called looksmaxxing is encouraging young men to change their appearance through diet, grooming, cosmetic procedures and, in extreme cases, dangerous practices. A 2025 Movember Institute report found 63 per cent of Australian men aged 16 to 25 engage with masculinity influencers.
• Researchers say the trend can lead some young men towards extreme interventions and misogynistic communities. Psychologist Scott Griffiths warns that irreversible changes, such as steroid use, mark dangerous territory.
• Some looksmaxxing influencers, including Androgenic, are reported to charge for coaching programs.