Looksmaxxing is a term referring to a process of maximizing one’s ownphysical attractiveness, which originated on maleincel message boards in the 2010s.[1][2][3] In the 2020s, the term left relatively obscure internet forums, and was popularised onTikTok and social media groups, mainly used by men.[2]
While online looksmaxxing communities have encouraged superficial practices to improve appearance, they have also promoted more extreme interventions, such asjaw surgery.[4] According to a 2024BBC report, looksmaxxing protocols have been criticized for contributing tobody dysmorphia.[2]
Softmaxxing, a form of looksmaxxing, is a practice in which people perform fairly common body care routines in an effort to improve physical appearance, such as clearing upfacial acne, going to the gym, getting a new haircut, ormoisturizing.[5][6]
Additional practices have been associated with softmaxxing, with a popular example being the act of "mewing", which involves suctioning one's tongue to the roof with the goal of achieving natural tongue and jaw posture. Certain looksmaxxers also mew in an attempt to gain a "square jawline".[7] These methods are the most popular ones shared aroundTikTok. These methods were previously popularized with magazines such asGQ,Esquire, andMen's Health sharing around skincare and hairstyle advice. Most people that partake in "looksmaxxing" do it to make "facial gains", and often consider themselves to be doing so.[8]
Some people who perform looksmaxxing have also performed more extreme methods. This has been coined as "hardmaxxing", and those who practice them refer to themselves as "hardmaxxers". Practices associated with hardmaxxing include getting implants or limb-lengthening surgeries, intentionally starving oneself ("starvemaxxing"), abusing anabolic steroids ("roidmaxxing"), using moisturizers to attempt to appear morewhite ("whitemaxxing"), and withholdingsexual climax in an effort to boosttestosterone ("edging").[7][8] An additional method, known as "bonesmashing [pl]", refers to the act of hitting one's face against objects such as a hammer in order to create a "chiselled look". While this practice is considered an inside joke and few have actually done it, it has been labelledmisinformation.[9][10][11]
Some that partake in looksmaxxing also look for others to rate their appearance, with some engaging in anonymous message boards associated withincel sub-culture. This rating, together with one's perceived status and wealth has been considered to be one's "sexual market value" (also known as SMV).[7][9] Those that look to determine someone's attractiveness usually check for a variety of facial features. One of the most prominent[opinion] features checked for in men is "hunter eyes", which refers to a neutral/positivecanthal tilt, little to no upper eyelid exposure and low-set eyebrows, resembling the eye area of a predatorial animal. Additional features checked for include hollow cheeks, a defined jawline and "pursed lips".[8][9] In order to achieve these features, some perform acts such as the aforementioned "mewing", rubbing against the orbital area, or even getting surgery.[9][10][4]
Those who receive a low rating are sometimes harassed for their appearance afterwards, with some forms of harassment including suicide encouragement (known in some legal jurisdictions as "Incitement to Suicide") by use of terms as "It's over" or "ropemaxx".[7] Additional terms have been coined by these communities in an effort to "dominate others". These phrases include "mogging", which refers to asserting dominance over another person based on their appearance, and being "Y-pilled", which refers to one viewing themselves as more masculine than the other and is a spin on the phrase "redpilled".[8][10]
![[icon]](/mt/?noimg=&dark=on&url=https%3a%2f%2fen.wikipedia.org%2fwiki%2fFile%3aWiki_letter_w_cropped.svg) | This sectionneeds expansion. You can help byadding to it.(February 2024) |
The practice originated onincel message boards in the 2010s that heavily attributed romantic success to the perceived genetic advantages held by tall and muscular men.[12][3] Looksmaxxing later spread beyond its originalmanosphere roots, entering mainstream culture and becoming aTikTok trend in 2022–2023.[3][7][8] In contrast to "hardmaxxing" discussions on message boards, TikTok users originally generally promoted "softmaxxing" techniques, most using self-deprecating humor.[12]
Looksmaxxing has been connected to incel sub-culture since its origins within it.[7][8][9] Writing forThe Conversation, senior lecturer and researcher Jamilla Rosdahl of theAustralian College of Applied Psychology considered the practice to convert young men into incels as a result of TikTokalgorithms.[7] On the popularity of looksmaxxing amongst young people overall, she wrote that "where young people feel like they can't control their environment, they may turn to trends such as looksmaxxing as something they can control," attributing several real world problems such as an unstable economy and the increase in young men struggling to get into relationships.[7] Paediatrician, Dr Milan Agrawal FRCPCH, in an interview withBBC News, stated that "looksmaxxing perpetuates unrealistic physical expectations, prompting disordered eating habits among teenage boys".[13][14]
Several acts associated with looksmaxxing have been criticized by doctors and dismissed asmisinformation, including mewing and bonesmashing.[11][15]