Looksmaxxing, a social media trend rooted in incel forums, is gaining traction among teenage boys, promoting extreme and often dangerous beauty standards. The trend, which claims to 'maximise' one's appearance, focuses on achieving specific facial features such as a chiselled jawline, 'hunter' eyes and a muscular physique.
Dr Stuart Murray, director of the Eating Disorders Program at the University of Southern California, expressed alarm at the trend's spread on TikTok. 'It's really shocking. The TikTok stuff out there is not evidence-based, but it's reported as science,' he told the BBC.
Looksmaxxing involves 'softmaxxing' techniques like gua sha and calorie restriction, as well as 'hardmaxxing' methods such as steroid use and cosmetic surgery. The trend has been popularised by influencers like Kareem Shami, 22, who has 1.5 million TikTok followers. Shami, who fled Syria's civil war in 2012, says he was bullied for his appearance before undergoing a 'transformation' inspired by the film American Psycho.
The film's protagonist, Patrick Bateman, has become an unlikely role model for some young men. A scene showing his elaborate morning routine has been viewed 17 million times on YouTube and replicated in numerous #GetReadyWithMe videos. However, experts warn that the trend's fixation on unattainable looks can lead to body dysmorphia and unhealthy behaviours.
