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Another day, another crazy internet trend you should know about: this time it’s ‘looksmaxing’ content, an offshoot of the self-improvement genre with a few major players. One of whom goes by the name ‘Clavicular’ (real name Braden Peters), a 20-year-old content creator who discusses breaking his bones to get a better jawline, treats women like objects and who was recently seen partying with far-right influencers Nick Fuentes and Mega in Miami. Misogynist, Andrew Tate. Of course, they were dancing to ‘ye’hail hitler‘. Seemingly without any results.
OK, so we appreciate that’s a lot to digest. But given that this stuff is growing – and extremely imminent – and could have very real-world implications, And While the situation appears to be returning to normal, we believe now is the time for all of us to consider…
Here’s what you need to know about Luxmaxers and one of its leading providers, Clavicular.
What is Luxmaxing?
You know how women are Subject to impossible beauty standards For, like, ever? Well, unfortunately these same unhealthy standards are now weighing heavily on men. Young men are under pressure to have chiseled jaws, bulging bank accounts and a physique that looks no different than a Ken Doll. There is a fixation on those qualities and characteristics that a certain class of male influencers claim all women are obsessed with, but in our experience, most women do not. In fact About which there is concern.
The proposed silver bullet for the said beauty and living standards has been crowned ‘Luxmaxing’. The suffix ‘maxing’ is now everywhere (Look: sleepmaxing for those who are working on better bedtime routines), but it first began in niche online incel communities, a largely male Internet subculture formed around outrage over perceived sexual rejection, and evolved into self-improvement forums.
Everyone is clicking…
Looksmaxing essentially means aggressively optimizing your appearance, with influencers happily cashing in on self-conscious boys and men, trying to teach them courses full of advice on the best ways to glow. It’s kind of like a way Andrew TateHustler University sold courses on how to become a professional toxic man (sorry, we mean lessons on financial independence and adopting serious self-discipline along the way).
In its softest form, luxemaxing can mean a gym routine, skin care tipsteeth whitening, hair transplant or Saving up for cosmetic changes like fillers or jawline contouring – Some of which, in moderation, may be okay! Who doesn’t want whiter teeth and an exercise endorphin buzz! But the darker corners of luxemaxing culture go much further. We’re talking ‘bone busting’ (yes, allegedly hitting your cheeks or jaw in the belief that it will stimulate growth), extreme calorie restriction to hollow out cheeks, questionable supplements, DIY orthodontics and ‘canthal tilt’ or obsessive facial measurements based on pseudoscientific ideas about skull proportion. If this sounds nonsense, that’s because it pretty much is.
Much of this ideology is rooted in the so-called ‘blackpill’ worldview, which claims that dating success is almost entirely determined by genetics and that women are biologically programmed to only pursue the ‘top tier’ of men, who all have to look and act a certain way. In these places, women are often reduced to status markers, rewards to be won once the man ‘ascends’ and are basically seen as being on earth only to provide sex, or to be a submissive partner.
Q: clavicular.
Who is Clavicular and what is his charm?
“Tired of being invisible to women? Tired of rejection? Tired of seeing other people who won the genetic lottery taking what’s yours? So pay attention,” Clavicular (real name Braden Peters) urged in a recent YouTube video, creating his “private community for dedicated individuals who are willing to do anything to get seriously ahead.” It costs just $49 per month to join.
recently gq In the interview (one of several high-profile pieces on Clavicular that have been published recently), the 20-year-old recalls growing up in a typical American family, but having had various passions throughout his life (from specific toys to working out) — which over time, he says, is how his commitment to self-improvement continued throughout his adolescence. Thanks in large part to Luxmax, a website.
Clavicular describes himself as the “lab rat of the (luxmaxing) community”, willing to try Anything to climb and now claims he is infertile due to the drugs he took on the way.
At first, Clavicular says she began consuming endless online content about examining body proportions, muscle growth, facial symmetry, and more, before prescribing herself (and others) with the alleged treatment. He then placed this type of content under an online pseudonym clavicular, inspired by the collarbone (also known as the clavicle).
Their content is absolutely shocking (like clickbait, only… more confrontational), algorithm-friendly and engineered to prey on insecurities, and regularly gets hundreds of thousands of views. Think hyper-edited TikToks that analyze male celebrities’ bone structure, muscle flexion videos and issue the blunt (in their opinion) ‘truth’ about what women want. He often views empathy, tenderness or emotional intelligence as weaknesses, instead pursuing dominance, detachment and aesthetic perfection as paths to power.
Clavicular has also attracted controversy by appearing with and publicly associating herself with far-right and openly misogynistic figures. Clips of him socializing with Nick Fuentes and Andrew Tate and chanting Yehail hitler‘ There has been a strong reaction to the company he has kept and the ideologies that come through in his message.
Critics argue that while Clavicular presents herself as a self-improvement coach, her rhetoric often mirrors talking points common in extremist online spaces: that feminism has ‘ruined’ dating, that men have a right to access women’s bodies, and that what people label her cruelty is really just realism.
At various points, he has dismissed criticism as merely those unwilling to face bitter truths. But critics say what he’s really doing, when it all boils down, is monetizing the mutilation of young men’s bodies — and encouraging risky, unproven body practices in the process. Oh, as well as constantly saying Anything Harmful or not, to the game algorithm.
Why should we be concerned about this?
Here are some things to consider:
- This whole mentality is hurting men and boys (physically, mentally, emotionally and financially).
- Normalizing casual misogyny and viewing women as objects who are obliged to have sex with men (and encouraging contempt for them)
- Complete numbing and dumbing down, as well as acceptance of shockbait material and which then slowly returns to normal
On the first point: repeatedly hitting your own face, crash dieting, taking supplements without consulting a medical professional, or obsessively examining your features can have very real health consequences. Add to this the psychological burden of constantly believing that you are genetically inferior, and you have a recipe for WorryDepression and physical deformity.
Secondly: When influencers position women as gatekeepers to what men are entitled to, it fosters a culture of resentment. Research In incel communities The links between online misogyny and offline hostility have been repeatedly highlighted. Even though most followers never behave violently, normalizing contempt saps empathy.
And finally, the blow sells. As outrageous as this claim is – “Women only want Chad (Chad means classically handsome man)” or “break your bones to climb” – it’s more likely to be shared, sewed up and debated. Platforms reward engagement, not nuance. Which means teenage boys and men scrolling for gym tips may quickly find themselves in an echo chamber that tells them their worth is measured by millimeters of jawbone or their financial situation.
This isn’t about making fun of insecure young men – as women and girls, we know how hurtful it is to have your appearance scrutinized to the nth degree and to feel like you can’t live up to an impossible standard. it’s about asking Why A generation raised on filtered perfection is being told that the solution is self-inflicted pain and misogyny, wrapped up as discipline, and how can we stop it.
Looksmaxing may be packaged and sold as empowerment by some, but scratch the surface, and it looks a lot like the same old toxic beauty culture that women have been battling for decades. Rebranded as just for boys… which doesn’t benefit either gender.
Jennifer Sevin is Cosmopolitan UK’s multiple award-winning features editor, who was crowned Digital Journalist of the Year for her work tackling the issues most important to young women. she regularly covers today’s latest news, cultural trends, Health, Royals And much more, using our respected contacts to access the best experts. He has interrogated everyone from high-profile politicians to A-list celebrities and conducted sensitive interviews with hundreds of people about their real-life stories. In addition, Jennifer is widely known for her undercover investigative and campaign work, including successfully petitioning the government for changes on a variety of topics. abortion rights And image based sexual exploitation. Jennifer is also there published authorDocumentary consultant (helping to create BBC). Deepfake porn: could you be next?) and a patron for Yes (a youth service charity). Jennifer has written for Cosmopolitan as well as many times, women’s Health, Eli and many other publications were published podcastAnd spoke on (and hosted) panels for it. Women of the World Festival, University of Manchester and more. In her spare time, Jennifer is a big fan of lipstick, leopard print, and over-ordering at dinner. Follow Jennifer Instagram, x Or Linkedin.
