Plastic surgery influencers on Instagram shift from celebrity gossip to looksmaxxing watchdogs

Plastic surgeons who built large Instagram followings by speculating about celebrity procedures are now taking on a new role: warning about the rise of looksmaxxing, the obsessive pursuit of physical self-improvement popular among young men. The shift reflects changing trends in social media beauty culture, as doctors move from entertainment to advocacy. They see themselves increasingly as watchdogs against the harmful effects of extreme appearance-focused behaviour.

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