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Mewing, Mouth-Taping and "Looksmaxxing": A Doctor's Guide to the Jawline Trend
There's a whole corner of the internet teaching teenage boys and young men to chase a chiselled jaw — some of it harmless, some of it genuinely dangerous, and quite a lot of it built on the advice of two dentists who've since been struck off.
Here's what actually works, what's nonsense, and the thing underneath it all that I think we need to talk about.
Most of my work — and most of this blog — has, historically, spoken to women. But there's a trend I can't really ignore any longer, because it's aimed squarely at boys, some of them very young, and because bits of it are landing people in trouble. It's called looksmaxxing, and if you have a teenage son, or you are a young man, or you've simply fallen down a certain kind of TikTok rabbit hole, you'll already know the vocabulary: mewing, mouth-taping, bonesmashing, "canthal tilt," "hunter eyes."
The easy move is to mock this latest trend, but mockery is exactly the wrong response. Let me explain what it all is, sort the sensible from the silly from the genuinely harmful — and then talk about the part that actually matters.
What is Skin Flooding?
If you’re interested in skincare, you have to acknowledge the power of a TikTok trend. Let’s be honest, TikTok is a mixed bag of good, bad, and terrible advice, but if you want to keep up-to-date on what’s happening in skincare you will see it first on social media.
The latest trend is called “skin flooding,” and it is all about hydration, hydration, hydration.
Let’s explore.

A growing corner of the internet has decided that sunscreen — not the sun — is the real villain. As a doctor who spends a fair amount of her week looking at sun-damaged skin, I'd like to take that idea apart.
Here's what the actual science says about chemical filters, "hormone disruption," coral reefs, benzene and the rest — and the one thing the skeptics are genuinely, annoyingly, a little bit right about.