The trend, known as looksmaxxing, has moved from fringe online communities to platforms like TikTok and YouTube, where influencers promote drastic physical transformations. According to major media reports, the practice involves dangerous techniques including bonesmashing—striking the face with a hammer to reshape bones—as well as steroid abuse and cosmetic surgery.
Braden Peters, who goes by the online alias Clavicular, has emerged as a prominent figure in the looksmaxxing community. Multiple reports identify him as a key influencer. Peters has claimed he is infertile due to years of steroid abuse, according to his own statements. He also stated that he started taking testosterone at age 14, as reported by media sources. In a social media post, Peters described bonesmashing as 'legit', according to online reports. He has admitted to taking methamphetamine to suppress his appetite, as per his own claims. In early 2025, Peters was hospitalised for a suspected overdose, according to two media sources. The specific medical condition or substance involved in the overdose has not been confirmed.
The influence of looksmaxxing and similar masculinity content is widespread. Research by Movember found that almost two-thirds of boys and men aged 16-25 in the UK, US, and Australia regularly watch masculinity influencer content, as reported by the organization. Dr Michael Mrozinski, a sports physician, warned that bonesmashing can cause bleeding, bruising, and soft tissue damage, according to his statements. Dr Mrozinski described the evolution of such content, noting that it started with gym and skincare routines but now includes dangerous practices like smashing cheekbones with a hammer.
Marvin, a 26-year-old looksmaxxer, rates himself 7/10 and aims to improve his skin, eyebags, and jawline, according to BBC News. He performs facial exercises such as the 'Zygopush' and 'Hunter squeeze' to achieve a hollow-cheeked, chiselled look, as reported by BBC News. According to BBC News, Marvin described these exercises, noting that people sometimes question his actions. The long-term effectiveness of such facial exercises remains unknown.
Counter-influencers with expertise in nutrition or exercise are beginning to critique extreme masculinity trends like looksmaxxing, according to major media reports. However, it is unclear whether any regulatory actions are being taken against influencers who promote dangerous methods. The exact content and pricing of 'courses' offered by looksmaxxing influencers also remain undisclosed.