Punishing regimens of facial exercises. Intentional starvation. Reshaping the jawline or cheekbones by smashing them with a hammer or chisel.
These are some of the more extreme behaviors in a practice called looksmaxxing – an effort to maximize one's looks at all costs – that's attracting an enormous following of largely teenage boys and young men on social media. Looksmaxxing has gone from niche to mainstream since trending on TikTok in the early 2020s.
Much of the media coverage of looksmaxxing has focused on cultural dimensions, such as the misogynist ideology underlying this trend and its implications for cultural conversations about masculinity. Meanwhile, looksmaxxers with an especially large following of hundreds of thousands of people on social media platforms like TikTok and Kick have attained pop-culture status.
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But in the midst of this spectacle, the well-being of the young men participating in this trend has been largely overlooked.
