Incels, Looksmaxxing, and the Surgical Design of the ‘Chad’-vertised Body

Abstract

This article examines how ideals of the male body are reshaped in online spaces linked to the manosphere, particularly incel and lookism forums. It explores looksmaxxing – the pursuit of physical improvement through body-sculpting practices such as fitness, grooming, and plastic surgery – as a perceived path to romantic success and social mobility, framed as ‘ascension’. Within these spaces, body modification is guided by peer evaluations, aggressive feedback, and shared knowledge, forming what the study terms bro-pedagogy: a masculine and brutal style of support and instruction. Despite frequent use of medical terminology, users often reject mainstream science, relying instead on peer-driven advice that blends anecdote, pseudo-science, and ideological claims. The article argues that these practices politicise the male body, transforming physical appearance into a site of struggle over identity, misandry and perceived social exclusion.