Looksmaxxing

Looksmaxxing (sometimes spelled looksmaxing) is a term originating on male incel message boards in the 2010s, referring to a process of maximizing one’s own physical attractiveness.^[1][2] In the 2020s, the term left relatively obscure internet forums, and was popularised on TikTok. By 2024, it spread to social media groups mainly used by men.^[1]

While online looksmaxxing communities have encouraged superficial practices to improve appearance, they have also promoted more extreme interventions, such as jaw surgery.^[3] Online forums have been criticized for contributing to body dysmorphia.^[1] The spread of the concept on TikTok is said to exclude many of the "toxic" elements seen on forums.^[3]

Overview

"Softmaxxing"

Softmaxxing, a variant of looksmaxxing, is a practice in which people perform several body care routines in an effort to improve ones physical appearance. Some of these practices are fairly common and standard, such as clearing up facial acne, going to the gym, getting a new haircut, or moisturizing. These practices are the most popular, and are considered "softmaxxing". Additional practices have been associated with looksmaxxing, with a popular example being the act of "mewing", which involves performing various exercises with one's tongue with the goal of achieving a "square jawline".^[4][5] These methods are the most popular ones shared around TikTok, where men are typically the ones giving the advice. These methods were previously popularized with magazines such as GQ, Esquire, and Men's Health sharing around skincare and hairstyle advice. Some that partake in "looksmaxxing" consider themselves to be making "facial gains".^[5]

"Hardmaxxing"

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, using moisturizers to attempt to appear more white ("whitemaxxing"), and withholding sexual climax in an effort to boost testosterone ("edging").^[4][5] An additional method, known as "bonesmashing", 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 warned as misinformation.^[6][7][8]

Other concepts

Some that partake in looksmaxxing also look for others to rate their appearance, with some engaging in anonymous message boards associated with incel sub-culture. This rating, together with ones perceived status and wealth has been considered to be one's "sexual market value" (also known as SMV).^[4][6] Those that look to determine someones attractiveness usually check for a variety of different facial features. One of the most prominent features checked for in men is "hunter eyes", which refers to a neutral/positive canthal 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".^[5][6] In order to achieve these features, some perform acts such as the aforementioned "mewing", rubbing against the orbital area, or even getting surgery.^[6][7][3]

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".^[4] 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".^[5][7]

History

The practice originated on incel message boards in the 2010s that "heavily attribute[d] romantic success to the perceived genetic advantages held by tall and muscular men".^[9][10] Looksmaxxing later spread beyond its original manosphere roots, entering mainstream culture and becoming a TikTok trend in 2022–2023.^[10][4][5] In contrast to "hardmaxxing" discussions on message boards, TikTok users generally promoted "softmaxxing" techniques, most using self-deprecating humor.^[9]

Criticism

Looksmaxxing has been connected to incel sub-culture since its origins within it.^[4][5][6] Writing for The Conversation, senior lecturer and researcher Jamilla Rosdahl of the Australian College of Applied Psychology considered the practice to convert young men into incels as a result of TikTok algorithms.^[4] 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.^[4] Paediatrician, Dr Milan Agrawal FRCPCH, in an interview with BBC News, stated that "looksmaxxing perpetuates unrealistic physical expectations, prompting disordered eating habits among teenage boys".^[11][12]

Several acts associated with looksmaxxing have been criticized by doctors and dismissed as misinformation, including mewing and bonesmashing.^[8][13]

See also

• Body privilege
• Heightism
• Lookism