7 insights
What's happening
Lots of boys aged 11-15 are following 'looksmaxxing' content online. This involves extreme focus on jawline exercises ('mewing'), skincare routines, and changing facial structure. Some are buying unregulated supplements.
Why it matters
While taking care of appearance is normal, looksmaxxing content often promotes unrealistic standards and pseudo-science. It's linked to communities that can be hostile toward women. Boys can develop real body image problems from this.
What you can do
If your son mentions 'mewing' or 'looksmaxxing', don't dismiss it — acknowledge that wanting to look good is normal. Then explore together whether the advice they're following is actually healthy or backed by science.