ITV has announced a new three-part documentary series, Sam & Pete: Dying to Look Good, fronted by reality stars Sam Thompson and Pete Wicks. The series will explore extreme male self-improvement trends, with the pair meeting men "willing to do almost anything" to look their best, and even trying some techniques themselves.
Bonesmashing and looksmaxxing under the spotlight
One of the trends examined is bonesmashing, which gained traction on social media. Invented by so-called 'looksmaxxers', it involves tapping the face with a hammer to adjust its shape. The documentary will also delve into the controversial looksmaxxing movement, whose followers aim to be the best version of themselves within strict parameters, focusing on features considered 'most attractive' such as jawlines, eyes, and physique.
Other trends and what the series will cover
ITV's synopsis states: "Meeting the men redefining what it means to be a modern man of today, Sam & Pete: Dying to Look Good will explore trends including looksmaxxing, and the lengths many go to to achieve physical perfection, t-maxxing (testosterone boosting) and biohacking, an insight into the anti ageing obsessives who are determined to turn back the clock."
"From bonesmashing to bodybuilding, cryotherapy to cosmetics, Sam and Pete will immerse themselves in the surprising and at times shocking universe of male self improvement, giving audiences an access all areas insight into the men taking bold steps in their quest for perfection."
Reactions from ITV and producer
Katie Rawcliffe, Director of Entertainment, Reality and Daytime at ITV, said: "Beauty and wellness regimes are becoming more extreme for men as well as women and, with their authentic brand of humour and curiosity, Sam and Pete are the perfect choices to front this fascinating close up on the culture that is keeping men determined to stay young and flawless."
Elaine Hackett, CEO of producer Crackit TV, remarked: "Scroll through social media for five minutes and men will be told they need a better jawline, thicker hair, higher testosterone, whiter teeth and somehow a morning routine that starts at 4am."
"This series isn’t about judging the people buying into these trends; it’s about understanding why so many men are, and what that says about modern masculinity. Sam and Pete are right in the thick of navigating their own health and wellbeing, and having them on this journey will be eye-opening."
No release date has been confirmed yet, but Sam & Pete: Dying to Look Good is expected to air in 2027 on ITVX and ITV2.
