The phenomenon known as looksmaxxing has stormed the internet, and South African audiences are beginning to feel its ripple effects. At the centre of this odd‑ball movement is 20‑year‑old Braden “Clavicular” Peters, a strikingly photogenic influencer who has turned self‑improvement into a full‑blown subculture. Clavicular’s claim to fame is simple yet alarming: he encourages young men to reconstruct their bodies through extreme plastic surgery, hormone regimens and, in some cases, even bone‑breaking exercises, all in the name of achieving a socially accepted ideal of attractiveness. The rise of his platform, hosted on the livestreaming service Kick, has attracted a fervent following that mirrors the intensity of South Africa’s own “manosphere” debates.
Our newsroom followed the latest development when 60 Minutes Australia aired a hard‑hitting interview with Clavicular, hosted by veteran journalist Adam Hegarty. The segment, which ran for nearly an hour, peeled back the glossy veneer of the influencer’s “looksmaxxing” doctrine and exposed the contradictions at its core. While the interview could have spiralled into a circus of sound‑bites, Hegarty kept the conversation grounded, steering the dialogue away from myth‑making and toward concrete realities.
Why the hype around Clavicular matters in South Africa
South Africans have long wrestled with the pressures of appearance, from the legacy of apartheid’s colour‑based hierarchies to the modern obsession with curated Instagram feeds. In that context, the emergence of a figure who openly promotes invasive body modification resonates deeply. Clavicular’s livestreams draw tens of thousands of viewers per session, and his messages echo across platforms such as TikTok, Instagram and local forums. For many young men, his narrative offers an ostensibly straightforward path to “respect” and “love” – a promise that appeals precisely because it appears to bypass socio‑economic barriers that have historically limited social mobility.
The interview highlighted several key points that we, as a South African publication, consider critical. First, Clavicular frames the “halo effect” – the psychological bias where attractive individuals are automatically granted positive traits – as an immutable law. He argues that without a conventionally handsome face, men are doomed to perpetual rejection, a stance that dismisses the nuanced realities of South African dating culture, where factors like cultural background, education and community values play equally pivotal roles. Second, he boasts an almost scholarly confidence, claiming to possess “extensive data” that proves the superiority of looks‑centric self‑improvement. Hegarty, however, cut through the bravado by reminding viewers that character, maturity and intelligence outweigh superficial charms.
In one of the most revealing exchanges, Hegarty asked, “Do you think your message sends the wrong signal to vulnerable, insecure men?” Clavicular replied that his advice “could send people into spirals, give them severe body dysmorphia,” yet insisted it was “a reality pill that needs to be out there.” The admission that his own teachings might foster mental‑health crises offers a rare glimpse into the paradox at the heart of looksmaxxing: a promise of empowerment that simultaneously fuels anxiety.
The interview also disclosed Clavicular’s tenuous connections to more controversial figures. When pressed about his alleged friendships with personalities linked to the incel‑adjacent sphere, he grew defensive, deflecting with vague threats about personal scandals. His abrupt exit from the set – walking off after a question about political affiliations – signalled the limits of his rhetorical toolkit. In South Africa, where the line between online radicalisation and real‑world violence is increasingly scrutinised, such evasions raise the alarm.
The broader implications of Clavicular’s rise
While the spectacle of a young man urging peers to alter their bodies may appear distant from everyday South African concerns, the underlying dynamics echo local trends. The country’s beauty industry has surged, with an estimated R2 billion spent on cosmetic procedures in 2023, according to the Health Professions Council of South Africa. Social media amplifies these trends, encouraging a generation to equate self‑worth with physical perfection.
Moreover, the “looksmaxxing” culture dovetails with the burgeoning “mogging” contests that dominate certain online circles. Mogging – the act of out‑shining others in appearance or lifestyle – has taken on a theatrical flair reminiscent of pro‑wrestling spectacles, despite participants claiming a straight‑male identity. This performative bravado attracts attention, yet it also fuels a competitive environment where men feel compelled to outdo each other through ever‑more invasive procedures.
South African mental‑health professionals warn that such pressures could exacerbate existing issues like body dysmorphia, depression and substance abuse. We have heard from clinicians in Cape Town who note a 30 % rise in consultations for appearance‑related anxiety among men under 30. The confluence of an eager audience, a charismatic influencer, and a lax regulatory environment creates fertile ground for exploitation.
Lessons from the 60 Minutes interview
Adam Hegarty’s approach serves as a blueprint for how journalists might engage with polarising internet personalities. By maintaining composure, presenting personal credibility – Hegarty’s own polished appearance contrasted starkly with Clavicular’s self‑described insecurity – and refusing to indulge in sensationalism, the interview managed to both inform and challenge. The segment demonstrated that interrogating harmful ideologies does not require mockery; it needs a steady presentation of facts and a calm alternative narrative.
Through this lens, South African media can adopt a similar strategy: expose the fallacies of extreme self‑improvement narratives while offering balanced perspectives on self‑esteem that incorporate cultural diversity, personal development and mental‑health awareness. As the looksmaxxing trend drifts into our digital borders, the responsibility falls on both journalists and educators to ensure young men understand that self‑value cannot be reduced to a sterile checklist of facial angles and surgical scores.
As the interview drew to a close, Clavicular’s final suggestion – to teach Hegarty “how to looksmaxx” – felt like a thinly veiled invitation to continue a dialogue he could not substantively engage in. In the end, it became clear that the real story lies not in the glossy surface he projects, but in the deeper societal currents that allow such a narrative to gain traction. Our coverage will continue to monitor how this phenomenon evolves within South Africa’s unique cultural tapestry, keeping readers informed of both the dangers and the debates it provokes.