Online communities promoting extreme male beauty standards are gaining traction, raising concerns about the line between self-improvement and harmful obsession. The trend, known as 'looksmaxxing', originated in incel forums and has been popularised on TikTok, reaching teenage boys through algorithm-driven content.
Looksmaxxing involves scoring aspects of appearance such as jawline, eyes, and physique, with the goal of 'maximising' attractiveness. Methods range from 'softmaxxing' (e.g., skincare, calorie restriction) to 'hardmaxxing' (e.g., steroids, surgery). Dr Stuart Murray of the University of Southern California called the trend 'really shocking', noting that TikTok content is often presented as science without evidence.
The 2000 film 'American Psycho' has been co-opted by the looksmaxxing community, with its protagonist Patrick Bateman's morning routine—including ice packs and crunches—viewed 17 million times on YouTube. Kareem Shami, a 22-year-old TikTok influencer with 1.5 million followers, cites the film as inspiration for his own transformation, which included exercise, acne treatment, and 'mewing'—a tongue posture technique lacking scientific support.
Shami, who fled Syria's civil war in 2012, says he was bullied for his appearance before adopting looksmaxxing. He now creates 'glow up' content, but experts warn that the trend's focus on rigid criteria and surgical interventions can lead to unhealthy behaviours, particularly among vulnerable young men.
