What is 'looksmaxxing' and why is this male beauty trend controversial?

With white teeth, groomed hair, an athletic body, flawless skin and a square jaw, men are turning to "looksmaxxing" to make themselves more attractive. Photo: AFP

With their white teeth, athletic bodies, impeccable hair, flawless skin and square jaws, younger generations of men are going all out to improve their appearance and conform to the codes of a standardised, sometimes stereotyped beauty – even to the point of indulging in controversial practices.

This trend, known as "looksmaxxing", has now gone viral and has millions of followers on social networks.