The Rise of “Looksmaxxing”: Why Experts Are Warning Young Men Against Chasing Perfection Online.

As social media continues to shape beauty standards and self-image among young people, a growing online trend known as “looksmaxxing” is raising concern among health and wellness experts globally, and South Africa may not be immune. 

Popularised on platforms such as TikTok, YouTube and Reddit, looksmaxxing refers to the practice of attempting to maximise one’s physical appearance in pursuit of an idealised version of attractiveness. While some content focuses on harmless self-care habits such as skincare, fitness and grooming, more extreme forms of looksmaxxing promote obsessive appearance enhancement, rigid beauty standards and even dangerous or unproven methods aimed at altering facial structure and physical features. 

Online, the hashtag #looksmaxxing has generated countless videos featuring intensive grooming routines, dieting practices, facial exercises and appearance-focused “transformations”, particularly among younger men and teenage boys seeking validation, confidence and social acceptance. 

According to biomedical scientist and skincare expert Dr. Judey, the trend reflects a deeper societal issue around identity, mental wellbeing and the increasing pressure young people face online. 

“Looksmaxxing is being marketed as self-improvement, but in many cases it can quickly become an unhealthy obsession with perfection,” says Dr. Judey. 

“Young men are increasingly exposed to unrealistic beauty standards online, where attractiveness is often linked to success, popularity and self-worth. The danger is that many begin to believe they are never good enough as they are.” 

According to Dr. Judey, one of the most concerning aspects of the trend is the rise of aggressive and uninformed skincare practices being promoted online in pursuit of flawless skin. 

“We are seeing young people layering multiple active ingredients onto their skin without understanding the science behind them. Many are over-exfoliating, misusing retinoids, applying strong acids too frequently and experimenting with products designed for completely different skin concerns,” she explains. 

From a skin health perspective, Dr. Judey warns that several looksmaxxing practices carry real risks to skin health and overall wellbeing, including: 

• Over-exfoliating the skin, which strips away the skin's natural protective barrier and can lead to irritation, inflammation, sensitivity and increased susceptibility to infection. 

• Excessive use of retinoids and chemical exfoliants, which may cause chemical burns, chronic redness, peeling and post-inflammatory hyperpigmentation, particularly in darker skin tones common among South Africans. 

• Mixing incompatible active ingredients without professional guidance, increasing the risk of skin barrier damage and prolonged inflammation. 

• Using unregulated or counterfeit skincare products purchased online, which may contain harmful ingredients, contaminants or incorrect concentrations of active compounds. 

• Following extreme dietary restrictions in pursuit of a leaner facial appearance, potentially resulting in nutritional deficiencies that negatively affect skin health, immune function and overall physical development.  

• Attempting so-called "jawline enhancement" techniques such as excessive gum chewing or facial exercises, which may contribute to joint dysfunction, jaw pain and chronic headaches.  

Dr. Judey believes South Africa should begin paying closer attention to how global digital trends are influencing local youth culture, particularly as conversations around masculinity, identity and self-image continue to evolve.  

She encourages parents, educators and caregivers to remain engaged in conversations around digital culture and online beauty trends. 

“It is important for young people to understand that health and confidence cannot be built solely around appearance. Real wellbeing includes mental, emotional and physical health, not just chasing internet ideals,” says Dr. Judey. 

For media enquiries, please contact: 

Lesego Makgatho 

Email: lesego@tishalacommunications.com 

Cell: 082 762 4946 

About Dr. Judey 

Dr. Judey is a distinguished Biomedical Scientist with vast expertise in wound healing, regenerative medicine, and cell therapy. Her academic accolades include a Master’s degree in Genetics and Molecular Biology and a PhD in Pharmaceutical Chemistry. As the founder of Biomedical Emporium®, she has propelled advancements in skincare by formulating innovative products that support the skin's natural rejuvenation and repair processes. 

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