The NovaMás report, published on 5 June 2026, looks at a trend that is gaining visibility, especially among younger social media users: luxmaxxing.
The phenomenon covers different practices aimed at enhancing certain physical features. For the face, the jaw has become one of the main targets, with users turning to exercises, resistance devices or long periods of chewing to try to get a more angular look.
To analyse the possible consequences of these practices, NovaMás spoke to Dr. Chaux, aesthetic doctor at Bloome by EGOS.
His contribution brings a medical perspective to a phenomenon that, on social media, is usually presented in a simplified way without explaining its possible risks.
What is luxmaxxing and why does it worry experts?
Social media has especially popularised the search for a more defined jaw, prominent cheekbones and more angular features, following beauty standards that are constantly repeated on platforms such as TikTok or Instagram.
The problem, as Dr. Chaux explains in the report, arises when these practices are taken to the extreme.
“Many young people try to build up the masseter muscle using resistance devices or chewing constantly for hours”.
From a medical point of view, the jaw muscles should not be treated like any other muscle that can be trained without limit to change the appearance of the face.
As Dr. Chaux points out, these practices can be linked to problems such as temporomandibular joint disorders, tooth wear, jaw pain or bruxism.
For this reason, before following any aesthetic recommendation that has gone viral on social media, it is important to consider its possible consequences and to tell an internet trend apart from medical advice.
The importance of personalised diagnosis in aesthetic medicine
The rise of luxmaxxing shows how social media can create new beauty standards and increase the pressure to change certain physical features.
However, there is no single perfect face.
Each person has different proportions, facial structure and features. That is why aesthetic medicine treatments must be planned taking into account each patient’s anatomy and individual characteristics.