Understanding the Rise of 'Looksmaxxing'

In recent years, much attention has been given to how online culture affects girls’ body image, but an unnoticed issue has been developing among boys.

A growing number of teenage boys are engaging with a trend known as looksmaxxing, a term that may be unfamiliar to many parents, teachers, and safeguarding staff.

At face value it may sounds like just another social media fad, but the ideas behind it are more serious than they first seem.

What is Looksmaxxing?

Looksmaxxing is the belief that boys and men should constantly try to improve their physical appearance to be more ‘desirable’. This can involve exercise, grooming routines, skincare, hair styling, and fashion, but it can also expand into areas like taking supplements, jawline exercises, or even cosmetic procedures.

For many teenage boys, this online pressure creates a sense that their value depends on how good they look. It often begins with curiosity. A boy searches for ways to look more confident or attractive. What he finds are videos, influencers and forums telling him how to ‘fix’ himself, his skin, his face shape, his posture. What follows is a steady drip of content comparing ‘good looking’ and so called ‘average’ men, offering rankings, harsh labels, and unrealistic standards. Exposed to this content, It doesn’t take long for boys to internalise the idea that they aren’t ‘good’ enough.

Many boys won’t talk openly about body image. They may even joke about it. But that doesn’t mean they aren’t affected. Looksmaxxing, at its heart, encourages self-criticism. It feeds insecurity, especially in boys who are already quiet, anxious, or struggling with confidence.

Some may start spending more time alone, avoid photos, or obsess over small flaws. Others become fixated on lifting weights, following online fitness coaches, or buying products they believe will ‘upgrade’ them.

In more concerning cases, boys might be pulled into toxic online spaces that link looks to worth or lead them to blame others, particularly women, for their perceived rejection. This is where safeguarding concerns become more serious.

Staff working with young people might notice the following signs:

• Sudden changes in grooming, diet, or exercise;
• Frequent self depricating comments about being ‘ugly’ or not good enough;
• Using terms like ‘Chad’, ‘incel’, ‘blackpill’, or ‘looksmaxxing’;
• Isolation from peers;
• Increased screen time;
• Negative attitudes about appearance, dating, or gender.
• Healthy habits, confidence and self-care are important, but when these behaviours are driven by pressure, fear, or shame, safeguarding support is needed.

How can schools help?

Teenage boys today are navigating a world full of filtered images, instant opinions, and hidden rules. Looksmaxxing is just one example of how online culture can negatively shape their view of themselves.

It is important to pay attention to what boys aren’t saying out loud. Behind the jokes or bravado, there may be uncertainty or sadness. Our role is to help them find steadier ground, where self-worth isn’t measured by a mirror, but by who they are.

SSS Learning

21 July 2025