Looksmaxxing (; LUUKS-MAK-sing) is an online self-improvement practice from the manosphere focused on maximizing one's physical attractiveness. The term is a neologism which was coined on incel message boards in the 2010s. Previously, the phrase had limited usage on obscure internet forums of the incelosphere, but was popularized on TikTok by primarily male content creators in the 2020s. While also based on white supremacy, the term has commonly been associated with the black pill ideology, which espouses that female sexual selection is primarily based on external physical qualities such as height and facial attractiveness, while qualities such as kindness and personality are ignored or even cause rejection. Looksmaxxing is very broad in the methods used to improve appearance; they can range from benign practices such as skincare routines and gym use, to more extreme interventions, such as invasive cosmetic surgery and injection of anabolic steroids, human growth hormone and other peptides. Commentators generally criticize the concept as being judgemental and harmful to its practitioners ("looksmaxxers"). Communities and influencers associated with the practice are described as rating individual's appearance without concern for their overall well-being which can lead to negative mental health outcomes such as body dysmorphia and suicidal ideation. The increasing popularity of the concept has also led to concerns over its potential to promote hegemonic masculinity. Although looksmaxxers use scientific and medical terminology, the practice is based heavily on anecdotal evidence unsupported by mainstream medicine, and certain aspects—particularly the PSL scale used by practitioners to rate their appearance—are considered pseudoscientific.
Overview
Softmaxxing "Softmaxxing" is a subset of looksmaxxing that refers to non-invasive and simple practices used to achieve minor improvements to one's appearance. These include skincare, grooming, clothing choices, and general fitness such as weight management and exercise. Additional less conventional practices are also included in the scope of softmaxxing; popular examples include "mewing", which involves suctioning one's tongue to the roof of the mouth with the intention of an improved jaw and facial structure, and "NoFap", where one abstains from masturbation for perceived physical and mental benefits. Such practices come up more often in looksmaxxing discourse due to their niche nature. Practices associated with softmaxxing were previously popularized among men by magazines such as GQ, Esquire, and Men's Health, which share skincare and hairstyle advice.
Hardmaxxing
Hardmaxxing is a subset of looksmaxxing that refers to more extreme practices in order to achieve significant changes to one's appearance and facial structure. These include off-label or unauthorized use of substances (such as anabolic steroids, peptides, human growth hormone, aromatase inhibitors, weight loss medications, etc.) to achieve a taller stature, more masculine appearance and greater muscle mass; extreme dieting to the point of starvation to achieve a low body fat level; and skin whitening to achieve a lighter skin tone, which is interpreted as being more desirable; and undergoing cosmetic surgeries, such as jaw surgery and rhinoplasty. More dubiously, a practice known as bonesmashing, which refers to the act of hitting one's face against objects such as a hammer in order to create a "chiselled look", is often described when discussing looksmaxxing. This practice is considered an inside joke and is rarely done. Sources label it as misinformation.
Other concepts
Some that partake in looksmaxxing also look for others to rate their appearance, with some engaging in anonymous message boards associated with incel subculture. This rating, together with one's perceived status and wealth, has been considered to be one's "sexual market value" (also known as SMV). Those who look to determine someone's attractiveness usually check for a variety of facial features. One of the features checked for in men is "hunter eyes", which refers to a positive canthal tilt, little to no upper eyelid exposure and low-set eyebrows, resembling the eye area of a predatorial animal. Additional features checked for include hollow cheeks, a defined jawline and "pursed lips". In order to achieve these features, some perform acts such as the aforementioned "mewing", rubbing against the orbital area, or getting surgery. On some incel forums, users deemed below average may be harassed, including being told to take their own lives. Additional terms have been coined by these communities in an effort to "dominate others". These phrases include "mogging", which refers to asserting dominance over another person based on their appearance, and being "Y-pilled", which refers to one viewing themselves as more masculine than the other and is a spin on the phrase "redpilled". The term also comes from "AMOG", which is a new acronym for "alpha male of the group". In the 2020s, the smellmaxxing trend became an offshoot of looksmaxxing.
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