The Briefing ‘Globalise the intifada’ banned + The dark world of looksmaxxing
Mar 5, 2026
Sam Cornell, a public health researcher at UNSW who studies social media harms and youth health, explains looksmaxing culture. He traces the trend from niche forums to viral platforms. He discusses dangerous practices like extreme dieting, steroids and bone-smashing. He covers links to incel ideology, exploitative coaching, and how algorithms and shame fuel the movement.
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Looksmaxing Is A Spectrum From Grooming To Harm
- Looksmaxing is an online subculture focused on optimizing male appearance, ranging from grooming to extreme pseudoscientific practices.
- Sam Cornell says it promises social/dating success but often escalates to dangerous tactics like bone-smashing and steroids.
Wig Pull Viral Clip Exposed The Trend's Theatrics
- A viral Australian influencer had his wig pulled off, exposing looksmaxing's performative nature.
- Helen Smith used that example to highlight how the trend can be publically shamed and mocked while still drawing millions of views.
Algorithms Reward Dangerous Claims
- Social media rewards extreme, sensational content so risky looksmaxing tactics (like urging users to hammer their jaw) go viral.
- Cornell warns these claims are unfounded and specifically calls bone-smashing 'freaky, dangerous' misinformation.