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Rise of extreme self-improvement trends among young men
Social media influencers promoting radical methods to reshape appearance-including facial bone trauma-are gaining traction among teenage boys and young men, prompting warnings from medical professionals and counter-movements advocating for healthier masculinity.
The looksmaxxing phenomenon
A growing subset of online influencers, dubbed "looksmaxxers," urge followers to "optimize" their physical appearance through extreme measures. Their rhetoric frames attractiveness as a non-negotiable goal, with chiseled jawlines and visible muscles as mandatory standards. Terms like "mogging" (outperforming others in looks) and "ascending" (improving appearance) dominate their lexicon.
Research by men's mental health charity Movember reveals nearly two-thirds of males aged 16-25 in the UK, US, and Australia regularly consume content from these influencers. Some UK-based figures in the space command millions of followers, despite promoting unproven or dangerous techniques.
Medical experts sound alarms
Dr. Michael Mrozinski, a sports physician with 15 years of experience, has observed the trend's escalation firsthand. Speaking to the BBC, he described looksmaxxing as a "monster" that began with benign gym routines but now includes hazardous practices like "bone smashing"-deliberately fracturing facial bones to alter structure.
"It started as 'here's my skincare routine,' but now it's 'here's how to make your cheekbones bigger by smashing them with a hammer.' Bleeding, bruising, and soft tissue damage are real risks," Mrozinski said.
Dr. Michael Mrozinski, Sports Physician
One of the movement's most prominent figures, 20-year-old Braden Peters (known online as Clavicular), has openly endorsed bone-smashing as "legit." In interviews, he has also admitted to using crystal methamphetamine for fat loss and steroids for muscle growth, framing these as "cheat codes" for attractiveness. Peters recently made headlines after collapsing during a live stream and requiring hospitalization.
Social media's role in spreading trends
Despite TikTok banning the term "bone smashing," variant phrases continue to surge in searches among 18-24-year-old men. Platform data shows looksmaxxing-related queries spiked from 300,000 daily in February to 1.9 million in late March. Experts warn that content often targets boys as young as 13, some of whom have not yet completed puberty.
Registered nutritionist James Brash, who critiques misinformation online, argues that the issue lies in "influencer overreach"-unqualified figures dispensing advice without evidence. "It's not sexy because it doesn't rely on fear or urgency," he said, contrasting fact-based guidance with viral trends.
Counter-movements push back
In response to extreme masculinity content, health professionals and advocates are leveraging their platforms to promote balanced alternatives. Steven Abelman, a self-described "healthmaxxer," focuses on discipline through diet and exercise but acknowledges concerns about overstimulation from technology and gaming.
"Society is turning men weaker, but what I'm promoting can strengthen them. I want to encourage primal lifestyles," Abelman said.
Organizations like UK-based Beyond Equality are working to redefine masculinity in digital spaces. Ben Hurst, who engages with young men in schools, advocates for versions of masculinity that emphasize care, kindness, and community over individual perfection. He highlights figures like Rory Bradshaw, who teaches yoga in men's prisons as part of efforts to combat gender-based violence.
"There's space for masculinity that's confident, gentle, and dynamic-prioritizing collective well-being over appearance," Hurst said.
Where to find support
For those affected by eating disorders or mental health challenges linked to body image, specialized organizations offer resources and assistance.
