What is Looksmaxxing?
Looksmaxxing is an online trend focused on improving physical appearance to become more attractive. The term is most commonly used online by young people and is often linked to appearance-focused content on platforms like TikTok, YouTube, Reddit and Discord.
Some looksmaxxing content focuses on general self-care habits such as skincare, grooming, fitness, sleep, or confidence. However, other parts of the trend can promote extreme, misleading, or harmful ideas about appearance, masculinity, femininity, and self-worth.
Young people may come across looksmaxxing content through recommendation algorithms, memes, “glow up” videos, gym culture content, or online communities discussing dating and attractiveness.
Some content associated with looksmaxxing uses terms like:
- “mogging” - being more attractive or dominant than someone else
- “blackpill” - the belief that appearance permanently determines success in life
- “bone smashing” - attempting to reshape facial bones through repeated impact
- “hunter eyes” - a distinctive, almond eye shape
Looksmaxxing content can also include extreme dieting or supplement advice, or ideas about masculinity, femininity, race, or attractiveness standards.
Certain online communities connected to looksmaxxing can overlap with extremist ideologies, including “incel” culture. In some cases, young people may be exposed to harmful messaging that promotes hopelessness, social isolation, hatred toward others, or obsessive thinking about appearance. See our Online Misogyny and Violent Extremism online resource for more information.
Some of the advice shared online is not medically accurate and may pose physical or mental health risks. Some trends encourage unsafe behaviours, including disordered eating, over-exercising, misuse of supplements, or self-harm.
Parents and whānau should know that looksmaxxing content is often presented in ways designed to appeal to young people, through humour, aspirational influencers, “before and after” transformations, or advice framed as self-improvement. Harmful content can sometimes appear gradually rather than through obviously extreme posts.
In our research report Digital Reflections,we spoke with rangatahi about their online experiences and influences on body image, some participants told us about content that promoted body-shaming, “thinspo”, or extreme measures to change appearance such as plastic surgery and “looksmaxxing”.
There are a lot of glow up sort of channels and looksmaxxing - that’s a big one. You know, people are starting to work out and do stuff outside to improve the way they look. Sometimes when you don’t have the resources or options you try to find something else and you might not find something that is achievable I guess.
Male, 15, Māori, Pacific & Asian
We know from conversations with young people that curiosity, insecurity, and the desire to fit in can all play a role in engaging with appearance-focused online trends. Young people may not always recognise when content is manipulative, harmful, or connected to extremist ideologies.
While a lot of looksmaxxing content would not meet the legal threshold for objectionable (illegal) material under New Zealand law, some associated content may still be harmful, particularly if it encourages violence, self-harm, eating disorders, harassment, or hateful behaviour.
If you are concerned that online content is negatively affecting a young person’s wellbeing, it can help to:
- keep communication open and non-judgemental
- ask what they are seeing online and how it makes them feel
- discuss unrealistic beauty standards and edited content
- encourage critical thinking about advice from influencers or anonymous online communities
- seek support if appearance concerns are becoming obsessive or distressing
If a young person is experiencing bullying, harassment, image-based abuse, or harmful online interactions, contact Netsafe. Netsafe provides free and confidential support for online harm in New Zealand.
Seen something harmful and need to talk to someone? We have a Helplines and Support Services Resource.
Seen something harmful and need to report it? We have a Reporting Resource for harmful or illegal online content in New Zealand.
Frequently asked questions (FAQs)
Is looksmaxxing illegal?
Most looksmaxxing content is not illegal. Content could cross legal thresholds if it promotes or supports certain activities, including extreme violence, exploitation, or other forms of objectionable content under New Zealand law.
Why are young people engaging with looksmaxxing content?
Young people are growing up in online environments where appearance can feel closely tied to popularity, relationships, or success. Social media algorithms can repeatedly recommend appearance-focused content, which may intensify insecurities or reinforce unrealistic standards. See our research report Digital Reflections for more information.
How can I talk to my child about looksmaxxing?
Approach the conversation calmly and without judgement. Ask open questions about the content they are seeing and what appeals to them about it. Young people are more likely to disengage from harmful content when they feel listened to rather than shamed.
Where can I get help if I’m concerned?
Check out our reporting page which provides information on how to report content to platforms and to law enforcement agencies. Reach out to a helpline for advice.
If online content is contributing to distress, bullying, harassment, or harmful behaviour, support is available through Netsafe, school wellbeing services, healthcare professionals, and youth support organisations.
About the Classification Office’s role and how the law works
The Films, Videos, and Publications Classification Act 1993 balances freedom of expression with protecting people from harm – especially children and young people.
Every piece of content the Classification Office sees is different and to decide whether something is illegal it must consider each one on its own merits and carefully apply the Act and the principles of fairness and natural justice. There are also serious penalties for offences under the Act. This is why decisions about content are made by trained experts at the Classification Office, who, guided by the Act, follow a transparent process before making a decision.
You can read more about the classification process here.
Further reading
What is objectionable content (info page)
AI-generated content: When is it illegal in NZ? (info page)
How to report harmful or illegal online content in New Zealand
Helplines and support services in New Zealand
Resources for parents and whānau (resource hub)
Was this helpful?
If you'd like to know more about this topic, get in touch. We're happy to help.
