There’s a new trend spreading across social media, particularly among young men, called “looksmaxxing.”
At its simplest, looksmaxxing refers to making yourself as physically attractive as possible. Some aspects are harmless—even beneficial. Exercise, healthy eating, improving your posture, getting better sleep, and taking care of your skin all fall under the looksmaxxing umbrella.
But increasingly, the trend is moving into much darker territory.
Social media influencers have built massive followings around the idea that every aspect of your appearance can be optimized. One of the most well-known is Clavicular, a content creator whose videos focus heavily on facial aesthetics, jawline development, and maximizing physical attractiveness. Millions of young viewers now consume content that analyzes faces almost like engineers analyzing blueprints.
The problem is that many influencers promote techniques that have little scientific support—and some can be downright dangerous.
One example is “bone smashing.” This is a routine where the person repeatedly strikes areas of their face with a hammer, particularly around the cheekbones and jaw, believing that the trauma will stimulate bone growth and create a stronger, more attractive facial structure.
Yes, seriously.
This is obviously not how facial bones work. Instead of creating a more chiseled appearance, repeated trauma can lead to bruising, fractures, nerve damage, chronic pain, and permanent facial asymmetry.
Other extreme looksmaxxing practices include unnecessary cosmetic procedures, excessive use of fillers, unregulated supplements, and aggressive dieting programs designed to achieve unrealistically low body-fat levels.
Perhaps the most concerning aspect of looksmaxxing is the message behind it: that your worth is determined primarily by your appearance.
Research consistently shows that confidence, social skills, kindness, and overall health play major roles in attractiveness. Yet these online communities of mainly young men reduce human value to facial measurements, jaw angles, and other physical traits that are often beyond a person’s control.
As a plastic surgeon, I believe there’s nothing wrong with wanting to look your best. Taking care of your health, exercising regularly, and investing in your appearance can improve both confidence and well-being.
But when self-improvement turns into self-harm, we’ve crossed a line.
The healthiest version of looksmaxxing isn’t about smashing your bones or obsessing over every facial feature. It’s about becoming the best version of yourself—physically, mentally, and emotionally.
And that’s something no social media trend can improve upon.
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