For years seen primarily as a concern for women, the drive towards physical alteration is now attracting an increasing number of men. By 2025, this trend has been dubbed “looksmaxing.”
A uniform standard of masculinity considered physically ideal
Originating in the shadowy recesses of the internet, this behavior stems from the manosphere.
(an interconnected series of online groups focused on men’s interests)
is now gaining traction on platforms like TikTok and Instagram, fueled by a “masculine appeal,” characterized as sleek and deliberate, quite different from merely “reshaping” oneself.
The aim of maxxxing is to achieve a particular male beauty standard characterized by sharp jaws, prominent cheekbones, what’s referred to as “hunter” eyes, voluminous lips, and a defined “powerful” chin. This also involves having an athletic physique with carefully maintained body hair. Notable representatives of this look encompass Australian model Jordan Barrett, Brazilian model Francisco Lachowski, and unsettlingly, Patrick Bateman—the self-absorbed antagonist from ‘American Psycho,’ portrayed by Christian Bale.
The community identifies two categories of practices:
Softmaxxing includes “mild” practices like exercising, maintaining a proper diet, skincare routines, or mewing (placing the tongue against the roof of the mouth to define the jawline).
Radical approaches like extreme measures including cosmetic procedures or intentionally breaking bones (such as repeatedly impacting the jaw) to alter facial structures.
A subculture stemming from discontent
Originally, Looksmaxxing occurred subtly within subreddits and 4chan threads. These platforms provided a space for males—typically younger individuals feeling inadequate or self-perceived as less attractive—to talk about their looks. Yet these discussions soon escalated into rivalry, with so-called “constructive feedback” often veering towards harassment. While some were looking for recognition, many others desperately pursued methods to enhance what they believed was their ‘sexual desirability.’
This quasi-economic terminology, borrowed from incel (involuntary celibate) rhetoric, simplifies interpersonal connections into mere exchanges. Consequently,Looksmaxxing transforms into a method for “attracting” female interest, all while never questioning the fundamental sexist beliefs.
From Reddit to TikTok: The concerning simplification
Today, the practice is no longer marginal. Boosted by TikTok’s algorithms—which British researchers have pointed out for amplifying misogynistic content—it now reaches a younger audience, often exposed without consent.
These videos, which examine “positive canthal tilts” or inter-pupillary distances, simplify an extremely technical approach to beauty standards, prompting young men to view their reflections from different perspectives. This leads to increasing feelings of inadequacy and a concerning standardization of what is deemed as the “perfect” face.
Glamorizing appearances has become yet another manifestation of our shared preoccupation with personal enhancement, driven by the age of dating applications. Instead of achieving a balance in gender roles, we’re witnessing a resurgence of harmful hypermasculinity, which is also proving to be highly profitable for industries selling supplements, skincare products, and cosmetic surgeries. In an era where one’s image is commodified as any other product, the query persists: How extreme will people go to satisfy others’ expectations?
