Looksmaxxing on TikTok – the cult of the perfect jawline
There is an obsession going around on social media with jawlines. Young men are reshaping their faces in pursuit of the “perfect” profile – and documenting every angle.
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There is an obsession going around on social media with jawlines. Young men are reshaping their faces in pursuit of the “perfect” profile – and documenting every angle.
This title sounds like something from another realm – post internet. Looksmaxxing is a term that started on male incel forums to describe maximizing one's own physical appearance.
Now it’s been widened to include everyone who is preoccupied with beauty. There are various forms of looksmaxxing, and it starts at the jawline.
Mewing – the gateway to looksmaxxing
Mewing is named after the British dentist who pushes this DIY “orthotropic” technique, claiming that proper tongue posture can reshape your jawline.
Dr. Mike Mew has been suspended for spreading unproven medical claims in the past, yet he still has legions of followers.
He is a big part of the “natural aesthetics” movement, and the #mewing subculture has over two billion views on TikTok.
YouTube is also full of transformation montages with young men tracking their progress via selfies and explaining the technique in precise detail.
The trend is popular across cultures, with videos available in English, Russian, Arabic, and more.
Facemaxxing and the rise of the quantified jaw
Underlying these trends is a belief that facial structure determines success in dating, careers, and life, and for many, they go tumbling down the rabbit hole.
From DIY facial exercises to chewing gadgets and biohacking devices, facemaxxing has become a booming self-optimization niche.
There is a range of targeted facial exercises that are considered beneficial, from jawline clenching to cheekbone lifts to DIY biohacking tools claiming to reshape facial structure.
It’s a bit like a face gym – sculpting and optimizing the face muscles.
The popularity is tied to cultural trends of building muscle, the faceline seemingly taking on as much importance as a bicep.
There is an iffy conflation of self-help and alpha male brotherhood, promoting dominance, confidence, and physical optimization.
This social media narrative is a blend of fitness, grooming, and pseudo-scientific advice.
The obsession with face-fixing is another example of society's growing reliance on tech for self-esteem and deep worth, but at what point does optimising your face become erasing it?