‘It confirmed my flaws’: women are paying for face scans that score beauty and suggest excessive procedures

‘Looksmaxxing’ culture has led to the rise of facial analysis services – but experts warn they aren’t backed by science and can be harmful to users

Danielle, 37, didn’t always have issues with body image: she used to be a model and recalls receiving positive attention from men. However, when two years of unemployment plunged her into a period of financial insecurity, her confidence faded. “It was easy to wonder, if I was prettier, if some of my features were different, would that help?” she said.

So, when Danielle saw videos on TikTok about a “facial analysis” service that claimed it could provide her with “science-backed” glow-up advice, she bought it without hesitation. Three-hundred and thirty dollars later, after sending in selfies to be analyzed, Danielle received her personalized 30-page report from the company Qoves.