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Women have always been at the helm of social media criticism - they're the butt of every joke, their appearances scrutinised, and they're locked into a breeding ground of comparison culture from an early age.
The body positivity movement subsequently shunned the idea that we had to be perfect all of the time, which is what makes it so surprising that we're now in the midst of a cultural shift - with an increasing number of women now asking for their so-called 'flaws' to be unmasked in the name of 'looksmaxxing'.
