Esther McCarthy: 'Looksmaxxing' is simple but incredibly damaging for our boys

We’ve spent decades trying to free girls from impossible standards - let’s not let social media saddle our beautiful boys with a new set

'Looksmaxxing' is a trend telling boys they must optimise their appearance to become the most attractive, masculine version of themselves.

Ah, happy Valentine’s Day, you guys! Today is the big day, so this column is about love. But not the single red rose, cellophane chocolates, teddy bear with a heart kind of carry-on. I’m realising the most important love is the adoration we’re meant to show ourselves, and how that sometimes feels harder than it should.

As a mother of three boys, people often tell me I’m lucky I don’t have to worry about the pressure girls face around beauty standards and body image, and just being comfortable in your own skin. And I agree with them.