What is Looksmaxxing?

Looksmaxxing is a term often seen on online platforms such as Reddit and TikTok that refers to an online trend that involves men using various methods to create an attractive appearance.

Although desired results can vary, looksmaxxing is most often associated with:

• A highly defined jawline
• Defined upper cheekbones with a hollowed appearance to the lower cheeks
• Neutral to positive canthal tilt, meaning the outer corner of the eye is positioned higher than the inner corner
• Pursed and full-looking lips

While it is widely acknowledged that there is increasing pressure on men to achieve certain aesthetic ideals, looksmaxxing is an extreme variation that involves comparing yourself with other men, scoring your looks, and often obsessing over your overall appearance, including discussion in online forums, which can isolate and take advantage of participants.

On TikTok, videos with the hashtag #looksmax have gained over 4.6 billion views, fuelled by looksmaxxing influencers, who encourage their followers to undertake everything from skincare regimens and facial exercises to, in extreme cases, potentially dangerous surgery.

One of the most visible looksmaxxing content creators is Braden Peters, known online as Clavicular. He is known for using especially controversial looksmaxxing practices to optimise his appearance, including taking illicit drugs and extreme surgeries.

Although safe and reasonable steps to improve one’s appearance to increase confidence are understandable and widely accepted, it is important to recognise the dangers associated with the extreme side of looksmaxxing and how this may have deeper implications for health and wellbeing.

Cadogan Clinic is strongly opposed to any approach which endangers patient safety, physically and mentally.

Softmaxxing vs. Hardmaxxing

Looksmaxxing techniques and methods are often divided into two sections, softmaxxing and hardmaxxing:

How to Find Safe Facial Surgery?

Cadogan Clinic’s Consultant Facial Surgeons are committed to providing the highest quality and safest facial surgery.

If you are considering any surgical facial procedures, it is essential to do extensive research into various providers, taking note of how they prioritise patient care and safety:

• Safety data: Cadogan Clinic maintains industry-leading standards, including a 0.01% infection rate (compared to a 4.7% national average) and a 0.8% revision rate (compared to ~10% national average)
• Outcomes: Cadogan Clinic’s expert Consultant Surgeons have extensive collections of before and after images, showing the high quality of their facial surgery results
• Regulation: Cadogan Clinic’s Leadership team have been rated Outstanding by the Care Quality Commission (CQC)
• Industry recognition: Cadogan Clinic has won 18 awards in the last six years, including several ‘Best Clinic’ awards, showing how we are recognised as a leading surgical provider in the UK
• Patient feedback: Cadogan Clinic has received over 1,500 positive reviews on Trustpilot, and 100% of our surgical patients would recommend us to their family and friends
• Aftercare: Cadogan Clinic provides comprehensive aftercare with all surgical procedures, including a 24-hour nurse support line

Safety and patient care should be the top priority for any patient considering a surgical facial procedure. 

Cadogan Clinic Facial Surgery

There are several surgical facial procedures that can safely enhance and define the contours of the face.

It is essential to remember that not all surgical procedures are suitable for everyone. During a consultation, your surgeon will discuss your concerns and examine your face to determine whether you are a suitable patient. They will then use this information to develop a bespoke surgical treatment plan that addresses your concerns effectively and safely.

In some cases, patients may require further medical or psychological assessment to determine whether they are suitable for a cosmetic procedure. These are always carried out to ensure patient safety, and it is important to understand your surgeon’s requirements.

Mini Facelift

A Mini Facelift is a surgical procedure that addresses the mid and lower portions of the face, achieving a smooth, defined appearance of the cheeks and jaw. It is most suited to younger patients who wish to address early signs of ageing, or mild to moderate effects of weight loss.

During a Mini Facelift, incisions are made in front of the ears, before the skin and underlying tissues are repositioned to define the cheeks and jaw.

Although it is often seen as a primarily feminine procedure, many men opt for Facelift surgery, and the British Association of Aesthetic Plastic Surgeons (BAAPS) reported a 26% increase in male Facelifts between 2023 and 2024.

Finding a surgeon who specialises in Facelifts for men will ensure you achieve a defined and masculine appearance that is flattering and in line with your personal facial features.

Chin Liposuction

Also known as Submental Liposuction, Chin Liposuction is a minimally invasive surgical procedure which addresses a double chin to achieve a sharper jawline.

A double chin is a common concern for many individuals, regardless of their overall weight.

Chin Liposuction can be performed under either local or general anaesthetic, depending on the extent of the procedure. Small incisions are made under the chin, and a specialist cannula is used to remove the excess fat.

Many patients find that Chin Liposuction is a transformative procedure when performed safely by a qualified practitioner.

Chin Augmentation

Chin Augmentation is a surgical procedure which reshapes and strengthens the shape of the chin and jawline.

A small implant is placed in the chin during the surgery, which is performed under general anaesthetic. This implant is often bespoke, and created to specifically fit the patient’s anatomy and achieve their desired results.

Chin Augmentation can be carried out alongside other facial procedures, such as Chin Liposuction, to enhance the final results.

It is essential that Chin Augmentation is performed by a specialist Consultant Facial Surgeon to achieve the best results and prevent complications.

Brow Lift

Brow Lift is a surgical procedure which repositions the brows, and can achieve the neutral to positive canthal tilt, that is often a desired feature in looksmaxxing.

There are several types of Brow Lift surgery, but a Temporal Brow Lift is often the most suitable for lifting the outer corner of the eyes.

During the procedure, two small incisions are made in the temples, within the hairline, and a small strip of skin is removed, before the area is closed to lift the position of the outer eyes and brows.

Brow Lift is usually performed under a general anaesthetic, and takes around an hour to complete.

Buccal Fat Removal

Buccal Fat Removal is a surgical procedure that involves removing the buccal fat pad in the lower cheeks, resulting in a more defined, slimmer appearance of the mid and lower face. It is suited to patients who are concerned about having overly full or chubby cheeks.

During Buccal Fat Removal, small incisions are made in the inner cheek, inside the mouth, and the fat pad is removed. This creates a contoured ‘V’ shape to the lower face.

Buccal Fat Removal can be combined with other facial procedures, such as Chin Augmentation, to enhance the results in the lower face.

Finding a fully qualified Consultant Facial Surgeon is crucial to ensure Buccal Fat Removal is performed safely and achieves the highest-quality results.

Lip Lift

Lip Lift is a surgical procedure that increases the volume and defines the upper lip. It is often performed as a permanent alternative to Lip Fillers.

During a Lip Lift, the space between the upper lip and nose is reduced, resulting in the upper lip looking fuller. The outer corners of the mouth can also be lifted.

When performed by a qualified Consultant Facial Surgeon, Lip Lift is a simple procedure with a significant impact on the facial appearance.

The Cadogan View

As the UK’s leading specialists in facial plastic surgery, the Cadogan Clinic is committed to providing a professional perspective on the niche online trends that can sometimes influence a patient's journey.

While looksmaxxing has gained visibility within specific digital communities, it is important to distinguish these extreme approaches from the established principles of aesthetic medicine.

We have always championed surgery as a sophisticated and reliable means of enhancing individual wellbeing and confidence in appearance, most often via a detailed and rewarding dialogue in which individual instinct meets independent clinical expertise. This long-term sustainable medical approach contrasts materially from the more impulsive, short term and somewhat homogenized goals often promoted in online spaces around looksmaxxing.

Our clinic remains a safe haven for those seeking independent, ethical medical advice grounded in clinical reality. We are firm in our commitment to patient-centred care, which prioritises natural, sustainable results over the prescriptive or extreme outcomes discussed in certain subcultures.

The Cadogan Clinic ensures that every decision to pursue surgery is supported by the highest standards of professional guidance, maintaining the integrity and excellence that define the UK’s premier surgical practice. We strongly suggest taking such advice when considering your personal aesthetic journey. 

Words From Our Founder