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Inside the world of 'looksmaxxing'
Marvin rates himself a 7 out of 10 but believes he could reach a 9 with targeted improvements. At 26, he follows a rigorous daily routine to achieve what he considers the ideal male appearance: sharp jawline, hollow cheeks, and piercing eyes. His regimen includes gym workouts, facial exercises, and unconventional skincare techniques like rubbing frozen cucumber on his face to reduce puffiness.
Daily rituals and online influence
Marvin demonstrates facial exercises like the 'Zygopush'-pressing thumbs under his cheekbones to sculpt his face-and the 'Hunter squeeze,' which he claims reshapes his eyes into a 'wolf-like' look. He shares these routines with his 35,000 TikTok followers, laughing off skepticism. "People do sometimes think, 'What is this man doing?'" he admits, but insists the effort is paying off.
His goal mirrors a broader trend called 'looksmaxxing,' where young men pursue physical perfection through methods ranging from skincare and gym routines ('softmaxxing') to extreme measures like jaw surgery or 'bone-smashing' ('hardmaxxing'). Influencers like Braden Peters, known as 'Clavicular,' promote these ideals, with some even taking unregulated substances like testosterone or peptides to enhance their appearance.
The spectrum of self-improvement
Not all participants embrace the movement's more extreme aspects. Leander, 26, identifies as a 'softmaxxer' and focuses on fitness, cold face baths, and avoiding pornography to boost his confidence. While he avoids rating himself, he feels satisfied with his appearance 80% of the time. "If you're not conventionally attractive," he notes, "there's little softmaxxing can do."
Tom Thebe, 23, turned to looksmaxxing after experiencing hair loss at 21. He uses prescribed medications like finasteride and minoxidil but also experiments with unregulated peptides, such as GHK-Cu for skin and hair growth and Melanotan II for tanning. Despite health warnings from authorities like the UK's MHRA, he remains undeterred, though he cautions against extreme practices for impressionable teens.
Dark undercurrents and societal risks
Critics warn that looksmaxxing can serve as a gateway to toxic ideologies. Journalist Matt Shea, who has documented the manosphere, argues that influencers like Andrew Tate exploit insecurities, selling courses to boost 'sexual market value' (SMV). "They tell young men how worthless they are," Shea says, "then offer themselves as the solution."
Researcher Anda Solea from the University of Portsmouth highlights the risks of algorithms pushing young men toward extreme content. "If women still don't find them attractive after all that effort," she asks, "will they start blaming women?" She notes that while self-improvement can be positive, obsession with appearance may lead to harmful behaviors.
Motivations and self-perception
For Marvin, Leander, and Tom, looksmaxxing is as much about self-image as external validation. Marvin, once an "unsatisfied carpenter," now sees himself as an "online entrepreneur." Leander focuses on personal confidence, while Tom balances health concerns with his desire to look his best. Their experiences reflect a complex trend where self-improvement blurs with societal pressures.
"The problem is when impressionable 18-year-olds see people bone smashing and extreme looksmaxxing," Tom says. "It definitely has a negative effect on their perception of what they should look like."
