Softmaxx

A September video from the TikTok user syrianpsycho, who promotes softmaxxing to his 1.2 million followers, bemoans the experience of going to restaurant while “mewing” (a technique that involves placing the tongue on the roof of the mouth, which Looksmaxxers believe makes the jaw grow squarer and stronger) and “starvemaxxing” (the Looksmaxxers’ term for extreme fasting).

It begins with “softmaxxing”. This includes basic hygiene such as teeth brushing and whitening, removal of face and body hair, and “mewing” (tongue exercises that supposedly help tone facial muscles).