Irish surgeons turn away young men seeking influencer-inspired cosmetic procedures

Surgeons in Ireland are increasingly turning away young men who seek cosmetic procedures to imitate looksmaxxing influencers, according to the president of the Irish Association of Plastic Surgeons. He says doctors should help restore or rejuvenate patients, rather than create an artificial appearance, and warns that online content can intensify insecurity by encouraging comparisons with exaggerated internet personalities.

Looksmaxxing promotes measures ranging from gym routines and diets to “mewing” and the dangerous practice of hitting the face to alter its shape. Consultant surgeon Professor Odhran Shelley says some influencers promote clinics in return for treatments or sponsorships while leaving out complications such as pain, scars and broken teeth. Education and child safety experts are calling for more teacher training and media literacy in schools, as one researcher says male students can encounter masculinity-focused content soon after joining social media.