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Do You Even Maxx, Bro? Inside the Extreme Self-Care Trends Shaping Young Men
I was in New York having breakfast with a friend from high school and her kids, earlier this year. It was the standard middle-age catch-up—How are you? Who’s sick?—when I looked over at one of her boys, who was staring at his own reflection in an iPhone. The kid had sucked in his cheeks and was running a hand along his face. He looked like Ben Stiller in Zoolander giving Blue Steel over silver dollar pancakes. Except he’d never seen Zoolander and (I’m guessing) had no idea who Ben Stiller was. “He’s doing his jawline,” my friend sighed, as if “doing his jawline” was somehow an explanation, before adding, “He’s mewing.” The kid was 10. He didn’t have his own phone. And yet a TikTok trend called looksmaxxing had somehow seeped into his cortex. “Looksmaxxing”—and its cousins “auramaxxing” and “smellmaxxing”—refers to the Gen Z and Gen Alpha obsession with maximizing one’s personal appearance in an effort to look more attractive. Some of these behaviors are pretty benign, like teenage boys storming Sephora in search of colognes touted by influencers like Jeremy Fragrance, who has nearly 10 million followers on TikTok. But if used improperly, other efforts—like a chewing gum that claims to sculpt a sharper jawline—may have potentially negative consequences beyond just bleeding their parents’ wallets dry.
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