As we suggest, how these communities ‘do gender’ compounds the negative impacts that lookism can have on men's body image and health. Considerable research demonstrates how patriarchy and hegemonic masculinity have a negative impact on women (Collins 1990; Connell 1995). After agreeing with other users that looksmaxxing procedures have ruined his face, User 7 states that the community, ‘almost drove me to suicide’. As we argue, this masculine demoralisation does not untether men from hegemonic masculinity as they have only given up on their ability to meet hegemonic ideals rather than the importance of such ideals. Here, looksmaxxing harms the health of men and boys, as the hegemonic masculine gaze is weaponised against them and their appearance becomes their only salient feature. Second, instead of providing support, we argue that the community engages in masculine demoralisation of users, situating their manhood and lives as flawed because of their appearance. In these and other cases, men who fall outside the perceived norms of hegemonic masculinity are subordinated and positioned as repulsive subhumans who are categorically unattractive to all women. They are positioned as permanently subordinated (Connell 1995) and ostracised from the hegemonic masculinity that they are pursuing. In these conversations, looksmaxxing resembles an echo chamber of masculine demoralisation rather than a self‐improvement community. In these cases, members use pictures of other men to weaponise the hegemonic masculine gaze, with even apparent ‘success stories’ being positioned as inferior to an idealised masculine body. In this section, we argue that looksmaxxing instead negatively impacts men's and boys' health and self‐worth. We further argue that, despite the community's apparently supportive aims, it leverages lookism and hegemonic ideals against men, such that they view their physical appearance as being responsible for the troubles in their lives. In this sense, the relationship between men's health and gender presentation is bidirectional, as perceived health status can impact how they see and perform gender and vice versa. Although we have articulated this feedback loop using an online community, we suggest it broadly applies to situations wherein men discuss health (e.g., locker rooms, clubs and golf courses) or in ‘male preserves’ (Matthews 2016). As a result, masculinity is a perpetually moving target and men report seeking additional interventions to make themselves more masculine. Furthermore, looksmaxxing might create anxieties that result in men pursuing medical services, particularly for‐profit and elective services, to modify their gendered performance. We build on this research by explaining how the looksmaxxing community's endorsement of lookism negatively affects community members. The result shows that men are more likely to feel irritable, anxious, and depressed due to low testosterone. In a 2013 review, the researcher conducted seven clinical trials on 355 people to study the effect of low testosterone on mood. Though the data isn’t conclusive, studies have shown that a higher level of testosterone in older men can cause better results in cognitive tests. Moreover, more studies suggest that low testosterone can result in sleep issues, reduce the inability to concentrate, and cause a lack of energy. According to research, testosterone plays a role in self-esteem, dominance, and aggression. These symptoms often show up gradually, making them easy to dismiss. However, if you’re experiencing more than the occasional slump, low testosterone could be playing a role. We combine this work on masculinity and health with research on lookism and body image. Other studies conversely suggest that men deviate from hegemonic masculinity by aligning health with masculinity (Quaglia 2020; Simpson and Richards 2019). Connell's (1995) masculinities theory identifies hegemonic masculinity as a culturally valued set of masculine practices that maintains the subjugation of women and benefits from the subordination of other men. This gaze demeans, body shames, and humiliates users under the auspices of ‘objective’ masculine advice. First, we argue that users apply a hegemonic masculine gaze as they critique one another's bodies (e.g., in relation to height or musculature). We argue that looksmaxxing harms the physical and mental health of the men and boys who participate. For instance, we develop the concept of masculine demoralisation to extend masculinity theory and suggest revisions to theoretical work on masculinity and health in our discussion. First, we analysed 5327 comments on a looksmaxxing discussion board, where users discuss fitness, style, and surgery, with the goal of self‐improvement. We combine masculinities and lookism research by describing the hegemonic masculine gaze and demonstrating how it has consequences for the health of men. In addition to developing novel concepts for analysing looksmaxxing, masculinity, and health, we forward revisions to Courtenay's (2000a, 2000b) framework in our discussion. Building on Connell's work, Courtenay (2000a, 2000b) provides a framework arguing that health is one means by which men ‘do gender’—or how they engage in or avoid health practices that adhere to socially constructed notions of what is ‘masculine’. Connell further details masculine performances that passively benefit from patriarchy (complicit masculinity), performances that are excluded from masculinity (subordinate masculinity) and the performances of socially marginalised men (marginalised masculinity). Second, we demonstrate how ratings are tied to self‐improvement and health/medical interventions, such as mewing (pushing the tongue against the roof of the mouth to achieve a more masculine jaw) and surgeries (e.g., leg‐lengthening). Self‐improvement is not inherently harmful and these men seek to enhance their self‐esteem, self‐image and lives. Our study analyzes looksmaxxing and develops concepts to understand the potential harms of self‐improvement in the manosphere. In this section, we demonstrated how the community produces tangible harms for members, as their self‐worth is eviscerated and suicide is encouraged. As we argue, these examples evidence masculine demoralisation, as men are positioned as failing to be real men and, because of their inability to be real men, they are encouraged to commit suicide.