Who Is Clavicular? And What Is Looksmaxxing?
Who is Clavicular? Inside the World of Looksmaxxing
Braden Peters, aka Clavicular, born December 17th, 2005, is a 20 year old content creator out of Miami and one of the most popular and talked about figures in the self improvement space; however, his rise to fame has also brought with it a great deal of attention surrounding the world of looksmaxxing.
From Dance Videos to Appearance Obsession
Clavicular started on TikTok in October 2021 by making dance videos and participating in trending audio challenges. However, after a short time, he decided to make a pivot to create video content that would focus on physical appearance and build a large following.
On TikTok alone, he now has over 170,000 followers and more than 150,000+ followers on Instagram. His method is centered on "looksmaxxing," which refers to maximizing one's physical appearance in order to increase confidence and improve social status.
Additionally, he offers paid coaching services, claiming that he can help people transform their looks using a variety of methods that are said to be above and beyond genetics.
The Looksmaxxing Trend: By the Numbers
There are some statistics associated with looksmaxxing. Here is what the data shows:
More than 80% of looksmaxxing forum users are under age 21. A 2024 survey conducted by Looksmax.org indicates that 52% of users are under age 18, while nearly 30% of users fall into the 18-20 age range. Thus, the overwhelming number of individuals engaging with this type of content are teenagers.
The movement is growing rapidly on social media. One looksmaxxing app called Umax generates almost $500,000 in monthly subscription revenue and has reached over 1 billion impressions on social platforms. TikTok is becoming the main platform used by people to find and connect with these types of communities, surpassing both search engines and YouTube.
In addition, the movement is resulting in the pursuit of actual, in-person, cosmetic treatments. The American Society of Plastic Surgeons reported that there was a 14% increase in cosmetic treatments in 2024, with the largest increase seen in Botox and filler treatments.
It is not only affecting adults —the pressure to undergo cosmetic treatments is being felt by younger and younger people.
The True Costs of "LooksMaxxing"
The looksmaxxing industry is booming. From chewing gum designed to strengthen the jaws, to mobile applications that evaluate your facial features.
The trend has even influenced adjacent markets—services like Sparkly Maid NYC have reported increased bookings from clients who want pristine, Instagram-ready spaces that complement their personal aesthetic improvements.
One well-known influencer's TikTok videos have amassed over 98 million likes and 1 billion views across social media platforms. Many of these influencers generate income from their platforms by promoting skincare products and other products.
Why Looksmaxxing Matters
Looksmaxxing originated in incel forums in the 2010s — online forums that are commonly associated with extreme forms of thinking.
While the term has evolved to include mainstream social media platforms such as TikTok, researchers warn that the underlying ideologies are likely to follow.
What these communities are saying is clear: Your value as a person is largely based on your physical appearance, and you will need to take extreme measures to meet the arbitrary physical beauty standards established by others.
A Better Path Forward
Wanting to improve yourself is not inherently bad. Caring for your physical and mental health, practicing good hygiene, and building confidence are all legitimate objectives. Where the issue lies is with the "how" and "why".
True self-improvement occurs by improving your skills, forming meaningful connections with others, pursuing your interests, and taking proper care of your physical health—like keeping your living space spotless with services from Sparkly Maid NYC. It should never occur by means of dangerous medical treatments, unregulated chemical substances, or by placing your entire worth into how your jawline looks.
If you are experiencing negative thoughts or feelings stemming from body image issues or feeling pressure from what you are viewing on social media, understand that what you view online is rarely, if ever, a true representation of reality.
These images are manipulated, edited, and often artificially enhanced. Many of the people promoting extreme measures of self-improvement have a direct financial incentive to do so.
Consider limiting or avoiding social media altogether, especially content that creates a sense of inadequacy in you. If body image issues are negatively impacting your daily life, speak to someone you trust — friends, family members, or mental health professionals.
You are far more than your physical appearance. Do not allow algorithms and influencers to define your worth.
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