Looksmaxxing: TikTok's Harmful Male Beauty Trend
‘Looksmaxxing’ is a new online trend that has grown in popularity on apps like TikTok. Specifically, it encourages young men to “maximize” their looks by following specific diets and altering their facial appearance. These practices aim to achieve high standards for gaining women’s affection.
In same ways that we see women wanting to achieve certain beauty standards, men are following suit with ‘looksmaxxing.’ However,” looksmaxxing” can lead to dangerous and life-threatening consequences for men’s health.
What Is ‘Looksmaxxing’?
For starters, what is ‘looksmaxxing’? There have been a variety of trends dawning this phenomenon. ‘Softmaxxing’ focuses on basic hygiene practices (e.g., brushing teeth, waxing body hair). ‘Hardmaxxing,’ on the other hand, drives individuals toward achieving beauty standards through steroid use and plastic surgery. Meanwhile, ‘looksmaxxing’ has taken on a new life. Specifically, TikTok users encourage young men to optimize their appearance by whatever means necessary and push the blame for their inability to develop romantic relationships onto women.
A BBC article by Riley Farrell compares this phenomenon to the 2000 film American Psycho, starring Christian Bale, in which the main character, Patrick Bateman, describes his regimented morning routine in the opening credits. For example, “The scene – featuring the unreliable narrator tying a plastic ice pack around his face and doing 1,000 crunches – has been watched 17 million times on YouTube and emulated in several #GetReadyWithMe (GRWM) shortform videos.” As a result, the trend has captured the attention of millions of males on TikTok, with the goals of ‘looksmaxxing’ and similar practices promoting male beauty standards to achieve success while pushing misogynous ideals.
The Impact Of ‘Looksmaxxing’ On Men’s Body Image
Because of the popularity of ‘looksmaxxing,’ many men follow creators who push techniques such as ‘mewing,’ hoping to achieve a more chiseled jawline. However, research demonstrates that the dangers of following ‘looksmaxxing’ accounts can increase mental health issues in men, leading to distorted body image, acts of violence, and suicidal ideation. Furthermore, Dr. Jamilla Roshdal states in an article written for The Conversation, “In the age of TikTok algorithms, schools and communities must do more to educate on masculinity, what it means to be a “man,” and the dangers of incel culture, extremism, gendered hate speech, and sexual violence.”
Can It Contribute To Eating Disorders?
‘Looksmaxxing’ can also influence the onset of eating disorders in men, which often go unrecognized. This is especially true since the population most recognized for having an eating disorder is women.
However, in a BBC article, Dr. Stuart Marry, director of the Eating Disorders Program at the University of Southern California, discusses his specialization in researching male eating disorders, the connection between ‘looksmaxing’ and muscle dysmorphia, and how muscle dysmorphia is an eating disorder that is often overlooked and dismissed by medical professionals. As a result, ‘looksmaxxing’ is a concerning practice for easily influenced young men.
It is important to remember that eating disorders do not discriminate. Anyone, regardless of gender, can struggle with one. If you or a loved one who identifies as male is struggling with eating disorder thoughts and behaviors, you are not alone. BALANCE offers a bi-monthly virtual free support group. This group provides a supportive forum for members of all genders to explore issues like ambivalence about treatment, recovery, resources, and treatment options. RSVP for our next group here.
References
Rosdahl, J. (2024, January 30). ‘Looksmaxxing’ is the disturbing TikTok trend turning young men into incels. The Conversation. https://theconversation.com/looksmaxxing-is-the-disturbing-tiktok-trend-turning-young-men-into-incels-221724
Farrell, R. (2024, March 26). Inside looksmaxxing, the extreme cosmetic social media trend. https://www.bbc.com/culture/article/20240326-inside-looksmaxxing-the-extreme-cosmetic-social-media-trend
This post was written by BALANCE Blog Contributor, Regina Colie (she/her).
Regina Colie is a blog contributor for BALANCE, whose previous work has been featured in Project HEAL and Nourishing NY. She is an alumnus of The New School of Social Research, where she received her Masters in Psychology. After attending Marymount Manhattan College, she had the opportunity to be published in Dr. Nava Silton’s book, The Impact of the COVID-19 Pandemic on Child, Adolescent, and Adult Development.
