Gen Z men are buying into the “looksmaxxing” economy. The “looksmaxxing” trend on social media is not new—but it is becoming ever more profitable. Popular streamers like Braden Peters—better known as “Clavicular”—tell their huge young male audiences that they can upgrade their appearances through things like injecting peptides or undergoing jawline surgery. These extreme ideals of masculine beauty are impacting many young men negatively, with a 2025 study in The Lancet finding that they are increasingly vulnerable to muscle dysmorphia. And with this psychological shift comes a new market for products and personal advice that influencers like Clavicular have already capitalized on—he sells a $49-a-month coaching program with over 1K subscribers. As the trend continues to promote unrealistic beauty standards, the hype around “looksmaxxing” could point to a new consumer mindset with the power to grow the men’s grooming market. (BoF)
👀 Read more from YPulse: Gen Z Males Are Exploring These Bro Wellness Trends
