From skincare to bone-smashing: How 'looksmaxxing' became modern teens' most dangerous obsession

A concerning global trend known as 'looksmaxxing' is rapidly spreading among modern teenagers, pushing young men to adopt extreme and often dangerous methods to enhance their physical appearance. Originating from the concept of maximizing a character's statistics in video games, the movement has evolved from niche internet forums into a dangerous global phenomenon.

Initially rooted in incel communities during the 2010s, 'looksmaxxing' promoted theories that physical attractiveness was paramount for success with women. The rise of social media platforms like TikTok amplified this trend, leading to its mainstream adoption and a division into two main categories. 'Softmaxxing' involves relatively harmless practices such as rigorous skincare routines, changing hairstyles, and regular gym visits, alongside a technique called 'mewing,' which focuses on proper tongue posture for jawline enhancement.

However, the more alarming category is 'hardmaxxing,' which encompasses invasive and extreme measures. These include cosmetic surgeries, hair transplants, and severe dieting. In recent years, the line between 'softmaxxing' and self-harm has blurred significantly. Teenagers are increasingly exposed to videos promoting 'bone-smashing,' a bizarre and perilous practice where individuals intentionally strike their facial bones, such as the jaw and cheekbones, with heavy objects like hammers.

The flawed theory behind 'bone-smashing' suggests that bones will heal stronger and wider, resulting in a more "masculine" facial structure. Medical professionals are warning about the severe risks associated with these practices, noting that the trend contributes to an epidemic of body dysmorphia. In response, experts have been organizing a counter-movement on social media since 2026 to combat these myths and safeguard adolescent mental and physical health.