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Looksmaxxing has already convinced countless young men that they need to change their appearance. But now the obsession seems to be shifting from simply being attractive... to looking as masculine as possible....but faking it.

From men deliberately giving themselves cauliflower ears, to muscle implants, beard transplants, facial masculinisation and even "Scrotox", there's a growing industry selling the idea that masculinity can be bought.

In this video, I take a look at the bizarre cosmetic procedures and body modifications men are paying for, why they're becoming more popular, and how social media, looksmaxxing culture and the manosphere have helped turn masculinity into something that's marketed, performed and is now being sold.

What do you think? Have social media and "alpha male" culture changed the way young men see themselves? Let me know in the comments.

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