– Fareena Hussaini
Margao Goa
“I believe in taking care of myself, in a balanced diet and a rigorous exercise routine,” says Patrick Bateman in American Psycho. The cult character, played by Christian Bale, embodies the 1980s New York obsession with perfection, materialism and narcissism. More than two decades later, his fixation on appearance mirrors a growing cultural phenomenon “looksmaxxing”, the extreme pursuit of physical enhancement through fitness, filters and increasingly cosmetic procedures.
The Rise of Fillers in India
In recent years, India has witnessed a surge in cosmetic procedures especially dermal fillers. Once whispered about in elite circles, fillers have now become mainstream, driven by social media influencers, celebrity transparency and shifting beauty ideals.
“Demand for fillers is huge in India,” says Dr. Shaurya Thakran, founder of Rakshaa Aesthetics. Data from GlobalData, a data and analytics company, predicts that India’s aesthetic injectables market will grow at a compound annual rate of over 5% through 2030. In 2022 alone, 2,54,619 aesthetic procedures were performed in the country.
Fillers promise more than just smoothening wrinkles they reshape facial contours, plump lips, and subtly transform one’s look without surgery. Their anti-ageing results and relatively quick recovery have made them the go-to cosmetic fix for many Indians seeking confidence in an increasingly appearance driven world.
The Body Image Paradox
Body image refers to how people perceive their physical selves, the thoughts and feelings both positive and negative about their appearance. Ideally, self-acceptance should come naturally, but in today’s globalised media saturated society that rarely happens.
According to the Body Image Report by the Mental Health Foundation, body image is influenced by family attitudes, peer opinions, and increasingly exposure to unrealistic beauty ideals on social media. In India 28% of women report moderate to severe body dissatisfaction showing how deep the struggle runs.
For decades, brands like Fair & Lovely (now rebranded) reinforced colourism and appearance based worth. The brand still holds around 50% of India’s skincare market, valued at over $450–535 million annually. This legacy of equating beauty with fairness continues to shape Indian beauty consciousness.
The Silent Struggle of Boys
Body insecurity isn’t just a women’s issue. Boys too face mounting pressure to conform to muscular, “perfect” physiques. A 2020 study titled Body Image Dissatisfaction in Young Men by Dr. Geeta Soohinda and team (Indian Journal of Social Psychiatry) found that 34.44% of surveyed Indian men experienced moderate to marked dissatisfaction with their appearance largely due to peer pressure, socio cultural expectations and social media influence. (Mint, May 2023)
Unlike girls, however boys rarely discuss or seek help for such insecurities often internalising them in silence.
Teenagers and Peer Pressure
In Bengaluru, psychiatrist Dr. Naveen Jayaram of Sakra World Hospital recalls treating a 14-year-old girl suffering from depression. “She would not eat as she was scared of weight gain when she was already extremely thin,” he said. “Her low self-worth was the cause of depression and this also results in eating disorders.” (Indian Express, March 2019)
He adds that he now receives 10-12 such cases a month, showing how widespread body-image-related distress has become among teenagers.
Psychologist Akanksha Pandey of Fortis Hospitals agrees: “Most teens succumb to pressure by obsessively trying to fit into society’s standards of beauty. Those who give in end up engaging in self-destructive behaviour like extreme dieting, smoking, taking drugs or undergoing risky cosmetic procedures.” (Indian Express, March 2019)
A C.S. Mott Children’s Hospital poll at the University of Michigan Health found that nearly two-thirds of parents say their children are insecure about some aspect of their appearance and one in five teens avoid being photographed because they feel self-conscious.
When Celebrities Normalise Cosmetic Procedures
Celebrity culture plays a major role in shaping attitudes towards beauty. Recently Khushi Kapoor, daughter of the late actress Sridevi, openly admitted to getting a nose job and lip fillers. “Beauty enhancements have become common and there’s no reason to hide them,” she said, emphasising that celebrities should be transparent rather than promoting unrealistic ideals. (Times of India, Feb. 2025)
Similarly, Shruti Haasan has also been refreshingly honest about undergoing cosmetic surgery to “perfect” her looks. While such honesty helps reduce stigma, it can also normalise cosmetic interventions as the standard for attractiveness. (The Economic Times, Oct. 2022)
The Food and Drug Administration (FDA) however, warns against fillers for those under 22 years of age, citing potential long term risks.
Capitalism and the Commodification of Beauty
Behind the glossy ads and glowing selfies lies a powerful economic machine. The global cosmetic surgery industry is worth over $30 billion, employing more than 200,000 surgeons worldwide. In the United States alone, it generates $13 billion in annual profits with women making up 90% of patients.
Advertisements and magazines constantly market perfection “quick-fix” surgeries to reshape waists, lips, eyelids, and faces often minimising the medical risks. The British Association of Plastic Surgeons (BAAPS) has raised serious concerns over misleading ads that prey on insecurities and promote procedures as harmless lifestyle choices.
Critics argue that capitalist consumerism feeds on self-doubt. By selling beauty as a product, it has destroyed the bodies and health of millions of women and young girls, turning natural features into markets for profit.
The Mental Health Cost
The mental toll of poor body image goes far beyond occasional insecurity. The World Health Organisation defines mental health as a state of well-being where one realises their abilities, copes with normal stress and contributes productively to society.
However, a study at Bradley Hospital found that people suffering from body dysmorphic disorder or weight preoccupation show higher levels of depression, anxiety and suicidal thoughts. The WHO has also warned that depression may become the leading killer of women in the coming decade.
In India, doctors report growing dependence on anti-anxiety drugs like Alprazolam among urban women struggling with appearance related stress and professional pressures.
Toward a Healthier Culture of Beauty
From fairness creams to fillers, the evolution of beauty in India tells a deeper story of consumerism, self-image and societal pressure.
But beauty, at its core should never be about comparison or conformity. It should be about confidence and authenticity. Self-care should not become self-destruction.
The Prophet Muhammad ﷺ said: “Verily, Allah does not look at your bodies or your faces; rather He looks at your hearts and your deeds”.
Islam discourages making judgments about other’s appearances and forbids mocking or ridiculing others based on their physical traits, as condemned in Surah Al-Hujjurat (49:11).
The Islamic perspective is that true, lasting beauty comes from a person’s character and piety, not their physical attractiveness.
As the “looksmaxxing” culture grows, the challenge lies not in rejecting beauty altogether, but in redefining it, not as perfection, but as acceptance. Because no matter what filters or fillers promise, true beauty begins where the pressure to change ends.
