The pressure to be thin has led to unhealthy obsessions and dangerous eating disorders among women who starve and purge to maintain an "ideal" weight.
And as men become more concerned with their looks, they too are suffering from these problems, experts say.
"The equivalent of the female anorexic has been the male jogger," says Susan Krevoy, a Beverly Hills psychologist who specializes in treating eating disorders.
"Today it's more acceptable for men to be into their bodies, to work out, get a trainer. Men will talk about their weight and their body, which they didn't do 10 years ago.
"There's a whole different emphasis, and although it's supposed to be about health, it often camouflages an eating disorder," she says.