This article was originally published in German (dist[ex] monitor 3. Quartal 2026) and was automatically translated for international dissemination.
By Monitoring team (Violence Prevention Network)
“Looksmaxxing” (from the English term for “maximising one’s appearance”) refers to a trend, predominantly prevalent amongst young men*, of optimising one’s body fat, muscle mass, skin clarity, hair volume and angular or symmetrical facial features in order to conform to a specific ideal of masculinity. A key aspect of the trend is evaluating oneself extremely critically and justifying this self-assessment with pseudo-scientific findings. These practices are based on the claim made by those involved that “average” men don’t stand a chance in the dating scene. This scene is heavily dominated by cis men, though women* do occasionally participate. Attractiveness is predominantly understood here as objective and largely predetermined – for “looksmaxxers”, a person’s appearance defines their worth.
People are divided into three categories:
1. “subhumans”
2. Various gradations of “normies”
3. So-called “chads” (highest level)
“Looksmaxxing” is often accompanied by a drive towards obsessive and, in some cases, dangerous self-optimisation. This self-optimisation can be divided into two categories: “softmaxxing” refers to measures relating to skin and hair care, fitness, sleep or diet. “Looksmaxxers” use the term “hardmaxxing” to describe invasive procedures, cosmetic surgery or the deliberate breaking of bones, for example to achieve more prominent cheekbones (known as “bonesmashing”).[1] Whilst the practices of “hardmaxxing” often provoke rejection and horror due to their invasive nature, “softmaxxing” and some of the underlying claims appear to resonate with various groups, for example from the self-optimisation and bodybuilding scenes.
The first signs of a “looksmaxxing” scene emerged in the 2010s within communities centred around so-called “pick-up artists” and “incels”. In relevant online spaces within the “manosphere”, participants invoke male superiority and cultivate anti-feminism.[2] In these circles, physical strength and attractiveness are associated with dominance over women.[3] In these online communities, people speak figuratively of having “swallowed the black pill” when they are convinced they will never be attractive enough for a relationship.[4]
One of the most prominent figures in the global “looksmaxxing” scene is the 20-year-old American Clavicular (real name: Braden Eric Peters). He has over 1 million Instagram followers and has already collaborated with figures associated with “incel” ideology, such as Andrew Tate, and figures from the Alt Right, for example Nick Fuentes. Paradoxically, he recently voiced his support for the Democrat Gavin Newsom, justifying this on the basis of physical characteristics in line with “looksmaxxing” logic. By contrast, he described the US Vice-President, JD Vance, as a “subhuman”.[5]
There are also various representatives of the “looksmaxxing” scene in German-speaking countries, including Enzo. He has over 10,000 followers on TikTok, and his posts have received over 125,000 likes (furthermore, he has over 5,000 followers on Twitch). Among other content, he showcases his drastic physical transformation in short “before and after” clips, for which he has undergone surgical procedures. In some cases, he carried these out himself and documented the process on social media. The aim is to convey to viewers that it is possible (and necessary) to drastically alter one’s appearance, provided one is willing to endure sufficient suffering. Enzo has already collaborated with Bramal.lookslab, another German figure in the scene. Bramal.lookslab has roughly 60,000 followers, more than 1 million likes on TikTok and just under 10,000 followers on Instagram. On his channels, he rates various people, such as influencers and celebrities, according to the scene’s specific standards.[6] Various high-reach streamers have already appeared alongside him, allowed themselves to be rated by him on a scale, and, through their reach, contributed to the normalisation of the problematic theory and practice of “looksmaxxing”.[7] For example, the former bodybuilder and high-reach influencer Johannes Luckas has collaborated with Bramal.lookslab in the past. In a relaxed atmosphere, Bramal.lookslab rates several bodybuilders based on their appearance. The focus on the perceived aesthetics of physical features, their evaluation and devaluation, as well as the practice of physical self-optimisation, provide points of connection between “looksmaxxing” and bodybuilding.
In particular, the underlying images of masculinity and the assumed conditions for social (and sexual) success as a man form thematic links to certain social circles. These include figures who combine bodybuilding, “alpha masculinity” and the cult of the body with misogyny, conspiracy myths and close ties to far-right circles.
The former rapper Kollegah also regularly posts pictures of his muscular physique and cultivates so-called “alpha masculinity” archetypes. Furthermore, through his song lyrics and professional connections, he operates at the intersection of body culture, conspiracy myths and far-right circles. Within the “softmaxxing” aspect of this scene, advice is also provided by figures who disseminate content on health, the body, nutrition and, in particular, strength training. The user antonio.reallife (formerly known as “antara_reallife”) (over 20,000 Instagram followers) posts content relating to physical training, for example, whilst also repeatedly disseminating conspiracy-based content, such as claims about an alleged plan by “the elite”.[8]
On social media, there is a large community of (young) people who are committed to a fitness culture, engage in strength training and pay close attention to their diet. Within these circles, one finds both evidence-based advice on healthy living and unsubstantiated suggestions for so-called self-optimisation. “Looksmaxxers” promote a supposedly objective ideal of beauty, thereby creating distorted and unrealistic body images and expectations. At the same time, they claim that through their practices, even those who supposedly do not conform to the norms can achieve (social) advancement by “maximising” their appearance.[9] This primarily appeals to young and vulnerable men who are insecure about their appearance or their dating lives. “Looksmaxxers” can act as a stepping stone for followers seeking guidance, a sense of belonging or self-worth, who, via the common ground offered by “Looksmaxxing”, find their way into scenes with openly misogynistic and nihilistic ideologies.[10]
In addition to overlaps with anti-feminist online communities, discipline and the cult of the body lend themselves to connections with far-right scenes. “Looksmaxxers” are reported to use racist language.[11] Certain ethnic groups are broadly disparaged or degraded within these scenes.[12] The assumed relevance of “genetic predetermination” in “looksmaxxing” and the resulting hierarchy also show parallels with eugenics under National Socialism. It would be an exaggeration to equate the two, but the underlying idea is similar: the white, tall and strong man stands at the top of a hierarchy in which there are supposed “subhumans”.
Paradoxically, “looksmaxxing” practices are a new development only amongst cis men; amongst women*, the hierarchisation of their appearance by society at large has a long tradition. Ultimately, “looksmaxxing” means that men are now as well subjecting themselves to an objectifying and (de)valuing gaze on physical appearance based on unrealistic ideals of beauty.[13]
dist[ex] – Development of a Network for Disengagement and Exit Work is a collaborative project by BAG Ausstieg zum Einstieg e. V., Grüner Vogel e. V., IZRD e. V., Legato Projektverbund and Violence Prevention Network gGmbH.
[1] Kira Ayyadi: “Broken bones for the glow-up – How Looksmaxxing radicalises young men”, belltower.news, 15 January 2026:
[2] Kira Ayyadi: ‘From incel forum to TikTok trend – how incel language became mainstream’, belltower.news, 12 March 2026: https://www.belltower.news/looksmaxxing-vom-incel-forum-zum-tiktok-trend-wie-incel-sprache-mainstream-wurde-164879/ (last accessed: 4 August 2026).
[3] Saskia Schindler: “Between misogyny and self-hatred. Incels and their significance for disengagement and exit support”, IZRD, 7 April 2026: https://www.dist-ex.de/publikationen/detail/zwischen-frauenhass-und-selbsthass-incels-und-ihre-bedeutung-fuer-die-distanzierungs-und-ausstiegsarbeit (last accessed: 4 August 2026).
[4] Kira Ayyadi: “Right-wing cyberculture: ‘Red Pill’ and ‘Blue Pill’ – what are they?”, belltower.news, 15 April 2019: https://www.belltower.news/rechte-cyberkultur-red-pill-und-blue-pill-was-ist-das-83975/ (last accessed: 4 August 2026).
[5] Kira Ayyadi: “From the incel forum to a TikTok trend – how incel language became mainstream”, belltower.news, 12 March 2026: https://www.belltower.news/looksmaxxing-vom-incel-forum-zum-tiktok-trend-wie-incel-sprache-mainstream-wurde -164879/ (last accessed: 4 August 2026).
[6] Knossiclips and bramal.lookslab: “@knossi is being rated […]”, Instagram post dated 5 March 2026:
https://www.instagram.com/p/DVg8LNnCvYs/ (last accessed: 11 August 2026) or freshprinceofberlin and bramal.lookslab: “Leo is being rated by looksmaxers”, Instagram post dated 15 March 2026: https://www.instagram.com/p/DVWvIY8iKCj/ (last accessed: 11 August 2026).
[7] Bramal.lookslab: “Saturday 7 pm – Come on in […]”, Instagram post dated 26 March 2026: https://www.instagram.com/p/DWWyaVxiG9a/ (last accessed: 11 August 2026).
[8] Antara_reallife and antonio.ilin: “Nothing happens by chance! Crypto, digital money – all part of the agenda? Here’s how to find the elite’s plan on the official WEF website! […]”, Instagram post dated 3 February 2025: https://www.instagram.com/p/DFn1bhHM3Uh/ or here on the conspiracy: Antara_reallife: “Most people don’t give a second thought to what they put in their mouths every day. But what if it’s precisely this toothpaste – something seemingly harmless – that’s clouding your judgement? […]”, Instagram post dated 12 May 2025: https://www.instagram.com/p/DJkHlXyOrVF/ (last accessed: 11 August 2026).
[9] Kira Ayyadi: “Broken bones for the glow-up – How ‘Looksmaxxing’ radicalises young men”, belltower.news, 15 January 2026: https://www.belltower.news/knochenbrueche-fuer-den-glow-up-wie-looksmaxxing-junge-maenner-radikalisiert-164015/ (last accessed: 4 August 2026).
[10] Annette Bräunlein: “Looksmaxxing: Beauty, Fitness and Right-wing Extremism”, deutschlandfunkkultur.de, 30 March 2026: https://www.deutschlandfunkkultur.de/looksmaxxing-toxische-maennlichkeit-tiktok-100.html?utm_source=firefox-newtab-de-de (last accessed: 4 August 2026).
[11] ibid.
[12] Lars Freudenberger: “Looksmaxxing – Is this TikTok trend turning your child into a Nazi?”, volksverpetzer.de, 15 April 2026: https://www.volksverpetzer.de/analyse/looksmaxxing-tiktok-nazi/ (last accessed: 4 August 2026).
[13] Annette Bräunlein: “Looksmaxxing: Beauty, fitness and right-wing extremism”, deutschlandfunkkultur.de, 30 March 2026: https://www.deutschlandfunkkultur.de/looksmaxxing-toxische-maennlichkeit-tiktok-100.html? utm_source=firefox-newtab-de-de (last accessed: 4 August 2026).
