The Centre for Young Lives has partnered with Big Tech’s Little Victims on a new report exposing the rise of “looksmaxxing”, a social media trend pushing boys towards extreme body obsession, harmful health practices and misogynistic ideas.

What often starts as skincare, fitness or appearance advice can quickly lead to dangerous content promoting extreme dieting, steroid use, bone smashing and unregulated peptide injections. The report also shows how looksmaxxing can pull boys into a wider online world built around dominance, hierarchy and contempt for women.

We are calling for stronger online protections, better support for schools and tougher action against unsafe products marketed to young people.