In an era where appearance often dictates first impressions, a growing trend among men, known as ‘looksmaxxing,’ is gaining momentum. This movement sees men of younger generations employing extensive measures to enhance their physical appearance—aiming for white teeth, athletic physiques, impeccable hair, flawless skin, and defined jawlines. Their goal? To align with a beauty standard that, while sometimes criticized for being overly standardized or stereotypical, promises enhanced attractiveness, particularly in the eyes of women.
Originating in niche online communities and propelled into the mainstream via social media, looksmaxxing has amassed a significant following. The term, which found its roots among the ‘incel’ (involuntarily celibate) communities, has since transcended its origins to become a broader social phenomenon. With millions now tagging their transformational journeys on platforms like TikTok and Instagram, looksmaxxing encompasses not just grooming and skincare but extends into fashion, fitness, and nutrition.
Dillon Latham, a TikTok influencer with over 1.4 million followers, epitomizes this trend. He repurposes beauty and wellness tips traditionally targeted at women, advising men on everything from achieving the perfect abs to selecting the right wardrobe, all aimed at cultivating an idealized vision of male beauty.
While much of looksmaxxing involves benign beauty routines—like haircare, skincare, and fitness—dubbed ‘softmaxxing,’ there exists a more radical fringe. ‘Hardmaxxing’ delves into controversial territories like cosmetic surgery, skin lightening treatments, and extreme dieting. Among the more debated practices is ‘bone smashing,’ a dangerous attempt to alter one’s jawline through intentional injury, reflecting the lengths to which some are willing to go in pursuit of aesthetic perfection.
Despite the risks associated with more extreme measures, the community of men dedicated to enhancing their appearance is burgeoning. This reflects a broader cultural shift towards redefining masculinity and the increasing acceptance of aesthetic improvement as a component of self-expression and confidence.