Looksmaxxing Trend Gains Traction Among Young Men on Social Media

Looksmaxxing, a term for efforts to enhance physical appearance, has shifted from niche online forums to mainstream visibility, especially among young men and teenage boys on social media platforms.

The concept first appeared in male incel forums during the 2010s, where users discussed methods to improve attractiveness. By the early to mid-2020s, the trend expanded to platforms such as TikTok, where it gained a broader following and became part of online youth culture.

Practices associated with looksmaxxing are often categorized as “softmaxxing” and “hardmaxxing.” Softmaxxing refers to non-invasive activities like skincare, grooming, exercise, and techniques such as mewing, which involves holding the tongue against the roof of the mouth. Hardmaxxing includes more intensive actions, such as cosmetic surgery, steroid use, and practices like bone-smashing, which involves hitting facial bones with objects.

Some online communities focused on looksmaxxing encourage users to rate each other’s appearance and use specialized terms to describe perceived attractiveness levels. Terms such as “hunter eyes,” “mogging,” and “sexual market value” are commonly used within these groups to discuss appearance hierarchies.

What the numbers show

• A 2024 Yonsei University trial found chewing gum daily for six months increased bite force but did not alter jaw shape or muscle thickness
• A 2025 systematic review reported mixed findings on gum chewing, with some studies linking frequent chewing to jaw discomfort or anomalies
• The American Association of Orthodontists stated that scientific support for mewing’s jaw-sculpting claims is extremely weak

Influencers have contributed to the trend’s growth on social media. For example, Kareem Shami, known as K. Shami, gained attention in 2022 for sharing transformation videos that focused on jawline routines and other looksmaxxing techniques.

Some practices promoted in these communities have raised concerns among medical professionals. Critics have stated that methods such as mewing and bone-smashing lack scientific backing and may contribute to body image issues. The American Association of Orthodontists stated that evidence supporting the effectiveness of mewing is extremely weak.

Research findings on related practices are mixed. A randomized controlled trial conducted by Yonsei University in 2024 found that chewing gum daily over six months increased bite force but did not affect jaw shape or muscle thickness. A 2025 systematic review found that while some studies reported no long-term harm from gum chewing, others linked frequent chewing to symptoms of temporomandibular disorders, such as muscle discomfort or jaw anomalies.

Some young men have adopted self-harm practices like bone-smashing, attempting to reshape facial bones by striking their jaws with blunt objects. Medical professionals have warned that these actions are not supported by scientific evidence and may pose health risks.

* This article is based on publicly available information at the time of writing.