A growing online movement called “looksmaxxing” is pushing young men to take appearance obsession to unhealthy – and sometimes dangerous – extremes.
Leah Jesse, MD, child and adolescent psychiatrist, explains what looksmaxxing is, why it’s resonating with young men and what parents should watch for.
What is looksmaxxing?
Looksmaxxing is an online movement that encourages young men to maximize their physical appearance. It started about a decade ago in internet spaces sometimes called the “manosphere,” and has grown with the help of social media.
A key feature of looksmaxxing is its community-driven nature. Young men post photos of themselves and solicit feedback from others online about how to improve their looks.
There is a spectrum to looksmaxxing. “Softmaxxing” refers to lifestyle changes that fall within a generally healthy range – things like getting better sleep, eating well, exercising and following a skincare routine.
“Hardmaxxing,” on the other hand, involves more extreme and potentially harmful measures, including plastic surgery, and in some cases, the use of dangerous substances.
Some of the more extreme practices associated with looksmaxxing include “bone smashing” and “mewing.” Bone smashing involves hitting the jaw with a hard object based on the false belief that it can reshape the jawline. Mewing is an unproven technique focused on tongue positioning intended to alter jaw structure.
Substance use, including anabolic steroids and methamphetamine, has also been reported among some looksmaxxing influencers.
Why is looksmaxxing appealing?
Understanding why looksmaxxing resonates requires understanding where teen boys are developmentally.
“The biggest developmental task of adolescence is identity formation,” Dr. Jesse says. “A big part of that is when a boy pulls away from his family and looks to peers to understand his sense of self, his identity and his place in the world.”
Technology has changed how that process unfolds. Instead of working through those questions with friends and peers in person, many young men are turning to online communities. Looksmaxxing can offer sense of purpose, peer connection and social belonging.
Much of this content shows up on TikTok, Instagram and YouTube, where algorithms are designed to keep users engaged.
“Once a young man starts looking at this content, it’s going to feed him more and more,” Dr. Jesse says. She explains that the “like” function reinforces continued engagement in much the same way gambling does. Unpredictable rewards trigger dopamine surges and drive young men to keep coming back.
At its core, looksmaxxing reflects ideals of hyper-masculinity. The focus on jawlines, muscle mass and physical dominance taps into cultural ideas about what it means to look and be male.
“It relates to this idea of how you can surpass your own genetic potential and become superhuman,” Dr. Jesse says.
When does it become a problem?
There is nothing wrong with wanting to look and feel your best. Concern arises when self-improvement becomes an obsession.
Dr. Jesse says the disorder she worries about most in this context is body dysmorphic disorder. This is a condition in which a person becomes intensely preoccupied with perceived flaws that others around them cannot see or would not consider significant.
“First, it’s just lower self-esteem,” she says. “Then it’s affecting their confidence and their way of engaging with others. And then it can go to the point of an obsessive disorder where that’s all they can think about, talk about, and it’s taken over their whole person.”
While body dysmorphic disorder has historically received more attention in young women, Dr. Jesse says looksmaxxing represents a shift toward greater awareness of how these issues affect young men.
Red flags to watch for
Some warning signs that looksmaxxing has crossed into unhealthy territory include:
Significant amounts of time spent on appearance-related routines, to the point that skipping or doing them imperfectly causes distress.Noticeable changes in eating habits or a shift toward highly restrictive eating.Increased time spent online and withdrawal from in-person activities and friendships.Radical changes in peer groups.Spending significant money on grooming products, procedures or supplements.Persistent preoccupation with specific physical features, particularly ones others don’t notice.What should parents do?
Dr. Jesse recommends approaching these conversations with curiosity rather than judgment.
“Ask about what they’re noticing and what they’re searching for,” she says. “Not with an accusing attitude, but with a ‘Hey, I’ve noticed this change’ kind of approach.”
At the root of looksmaxxing is often a desire to feel better about oneself, to belong and to be seen.
“You can still have that as the goal,” Dr. Jesse says, “but really encourage that person to think about different avenues to get there – ones that are not so rooted in physical appearance.”
If you are concerned, talking with a mental health professional is a good next step. Cognitive behavioral therapy has the strongest evidence base for treating body dysmorphic disorder and can help young men challenge distorted thinking and develop healthier habits.
The Behavioral Health team includes specialists experienced in working with children, adolescents and young adults. To make an appointment, call 800.922.0000.