A controversial online trend called 'looksmaxxing' is drawing criticism for promoting extreme and potentially harmful beauty standards among children and teenagers. The practice, which originated in incel forums, involves 'maximising' one's appearance according to rigid criteria focused on jawlines, eyes and physique. It has been popularised on TikTok, reaching a demographic of young boys algorithmically predisposed to 'manosphere' subcultures.
Looksmaxxing assigns scores to aspects of male appearance, with users aiming to improve via 'softmaxxing' (e.g., gua sha, calorie restriction) and 'hardmaxxing' (e.g., steroids, cosmetic surgery). Dr Stuart Murray, director of the Eating Disorders Program at the University of Southern California, told the BBC: 'The TikTok stuff out there is not evidence-based, but it's reported as science.'
Kareem Shami, 22, a TikTok influencer with 1.5 million followers, is both a victim and leader of the trend. He was inspired by the film 'American Psycho' and began his own 'transformation' at 18 after being bullied for his appearance. Shami promotes techniques like 'mewing'—resting the tongue against the roof of the mouth to supposedly sculpt the jawline—despite the American Association of Orthodontists stating that scientific evidence for its claims is 'as thin as dental floss'.
Critics argue that looksmaxxing preys on insecurities and pushes young people toward unhealthy behaviours. The trend has sparked debate about the ethics of targeting children with extreme cosmetic ideals, with experts calling for greater awareness and regulation of such content on social media platforms.
