“Every day users casually scroll through an estimated 300 feet of newsfeed on social media–roughly the height of the Statue of Liberty. As they casually scroll through this content, they are forming beliefs about the state of the world as well as inferences about the beliefs of members of their own social network and community.” (Robertson, et al, 2024)
The transition from childhood to adulthood has never been simple. It is a period where a rapidly changing body meets a brain that is still very much under construction. More recent research in adolescent brain development seems to suggest that in some cases, the human brain is not fully developed until the mid 20’s, and some research is even suggesting that development is not fully complete until the early 30’s. Personally, I’m a fan of this research; it implies I’ve only actually been an adult for a few years!
In our modern and highly digital world, this process of brain development has been significantly influenced by an online subculture known as “looksmaxxing.” You may have seen articles on the news recently about this new phenomenon, and certainly our pupils have been talking about this, although perhaps not in the context of this exact vocabulary, for some time. While it might appear on the surface to be a harmless interest in skincare, personal grooming, or fitness, this trend has moved aggressively into the mainstream, and is now seen on most social media platforms in alarmingly high volumes. Driven by social media algorithms that recommend content based on engagement, it is now reaching boys as young as six. Recent data also suggests that over half of boys aged 11 to 14 are engaging with “manosphere” influencers like Braden Peters (known as Clavicular) and Kareem Shami (Syrianpsycho), shifting the focus from simple self-care to a hyper-calculated, often obsessive pursuit of physical optimisation.
This phenomenon creates a digital funhouse mirror where the natural, unedited self is no longer seen as acceptable and where mis-information and dis-information can reign unchecked. For many teenagers, the draw of “looksmaxxing” is the illusion of control. When the world around them can often seem daunting and uncertain, with mature themes of economic downturn, climate crisis or conflict in global politics, the promise that you can change your fate by changing your face, is incredibly seductive.
The journey usually begins with “softmaxxing” (attainable habits like improving personal grooming, changing the style of your hair, or going to the gym). However, the algorithms on social media often eventually push vulnerable users toward “hardmaxxing,” which involves much more extreme and dangerous interventions. These can include severe calorie restriction, the use of anabolic steroids, or even “bonesmashing,” a medically condemned practice of attempting to reshape facial structure through intentional micro-fractures. It is also worth mentioning that when I was researching this as part of a staff update on safeguarding, I was absolutely horrified at how many apps are available with programmes on how to maximise your physical appearance, with advice on things like food and calorie intake to more extreme physical procedures. It was unclear how much, if any, medical backing any of these apps actually had.
The psychological engine behind this is a physiological addiction to external validation. This is what drives the social media industry across the world. Every beautified photo or video posted acts like a digital slot machine. When a teen receives likes, “🔥” emojis, or positive comments on their progress, their brain releases a massive hit of dopamine. This trains them to believe that only their “optimised” or filtered self is worthy of social status, making the real version of themselves in the mirror feel like a disappointment in comparison. Having recently used my own photo in an app that eradicates all physical flaws, as part of a piece of staff training, I can well see the appeal. And, although my older, now fully developed brain can rationalise that it is not real or obtainable, I can well understand how a younger, more impressionable teenage brain may struggle with that distinction. This “filter dysmorphia” means that even when they achieve their physical goals, the goalposts continue to move, fueled by AI-driven beauty standards that are often physiologically impossible to maintain in real life.
While looksmaxxing is marketed as a male self-improvement trend, its ripple effects for girls and young women in their early 20s are profound. As boys become hyper-fixated on their own image, they project these rigid, objective standards onto the women around them. This has birthed a toxic ranking culture where girls are reduced to aesthetic assets to be scored on a scale of one to ten. By focusing on niche physical traits like canthal tilt (the angle of the eyes) or jawline symmetry, the trend reinforces the idea that a woman’s value is tied solely to her visual appeal. This often manifests in social settings as “negging” (insulting a girl’s appearance to undermine her confidence) or fostering a dangerous narrative that women owe men attention once a certain physical “score” has been reached.
The resulting environment is one of shared body dysmorphia across genders. While boys chase a “chiseled” ideal, girls feel an intensified pressure to engage in “prettymaxxing,” turning to restrictive diets or cosmetic procedures at increasingly younger ages just to be considered worthy of respect or social interaction. This process often erodes genuine connection, making relationships feel transactional. If a girl doesn’t fit the narrow, AI-influenced definition of beauty, she faces a higher risk of digital bullying and social exclusion.
For parents and carers, navigating this landscape requires a shift from judgment to active media literacy. It is vital to have honest, non-judgemental conversations about how these digital tools actually function. By pointing out the signs of image manipulation, professional lighting, or specific “posing” techniques during casual screen time, you can help your child deconstruct the illusion of perfection. The goal is to reinforce what is real: that these images are digitally altered products, not accurate reflections of human diversity.
Challenging these “perfect” posts together builds the critical thinking skills necessary for a child to question the unrealistic standards they see every day. Promoting offline confidence is equally crucial, and by encouraging hobbies, sports, and friendships where self-worth is rooted in character and skill rather than a score, parents can provide a necessary counter-weight to the pressures of the digital world. Ultimately, by modelling the idea that our bodies are vessels for living our lives rather than ornaments for others to view, we can help the next generation value the person beneath the “maximised” surface.
Below you will find a short and digestible guide for parents, if you would find it useful, on how to start tackling this topic with your children at home. If you have any concerns or questions, we might not have all the answers, but we are always open to discussion and seeing if we can work with you to support where we can.
Miss Rebecca Kneen
Deputy Head (Pastoral)
- Kelly Y, Zilanawala A, Booker C and Sacker A (2018) Social Media Use and Adolescent Mental Health: Findings From the UK Millennium Cohort Study, in: EClinicalMedicine, Volume 6, Pages 59-68
- Robertson E.C, del Rosario K.S, and Van Bavel J.B, (2024) Inside the funhouse mirror factory: How social media distorts perceptions of norms, in: Current Opinion in Psychology, Volume 60, 101918
- https://safeguarding.thekeysupport.com/