Meet the men leading the anti-looksmaxxing trends online

Influencers promoting looksmaxxing and narrow male beauty standards are being called out by a new wave of men on social media.

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"The only real goal is to get better looking – no matter what it takes."

"Your body is your billboard."

These are suggestions shared online by so-called "masculinity influencers": men who promote what they say are ways to become more masculine.

Some call themselves healthmaxxers – sharing tips on what to eat and working out, while others identify as looksmaxxers, a portmanteau for 'looks maximising', where the aim is to totally "optimise" one's physical appearance.