“Looksmaxxing,” a revamped version of masculinism on social media

"Buy Chios mastic instead, harder chewing gum." This is the advice given by influencer Marcel Schaar to his followers. Chewing as much of this very specific chewing gum as possible, he claims, will help you achieve a more square jawline. On his website, the young man offers paid training courses for men to help them look more virile and achieve a form of beauty presented as masculine. Among the advice found are crash diets and steroid use.

In a similar vein, Marcel Shaar recommends hitting your cheekbones with a hammer. This technique has a name: "bonesmashing," and it can sculpt your face. "You'll be ugly for the rest of your life if you don't do this. It's a one-step process that will, all by itself, define your jawline, hollow out your cheeks, and eliminate your double chin," adds TikToker Paul Jehl, who has over 50,000 followers on the platform. Hepromotes "mewing," a method for creating a squarer jaw and eliminating a double chin by constantly pressing your tongue flat against the roof of your mouth.

Others disclose their advice