How ‘looksmaxxing’ self-improvement apps are marketing misogyny to young men

2026-03-09 · Source: Artificial intelligence (AI) – The Conversation · Field: Technology & Digital — Artificial Intelligence & Machine Learning, Emerging Technologies & Innovation, AI Ethics & Societal Impact · Depth: Fundamental Awareness, short

Summary

AI-powered "looksmaxxing" apps, originating from online manosphere and incel forums, are now prevalent on TikTok, targeting Australian teenagers. These apps, which monetize insecurities, scan selfies using AI models to assign attractiveness scores based on metrics like "gonial angle" and "maxilla ratio," ranking users on a PSL-scale. They offer personalized assessments and dubious tips like "mewing," often hiding core features behind weekly subscriptions around A$6. The apps mainstream misogynistic incel ideology through quantification, gamification, and reframing, presenting a "recipe for ascension" that contradicts traditional incel fatalism while still rooted in biological determinism. This ecosystem, which includes influencers with over 100 million views in 2025, poses a risk of radicalizing vulnerable young men into extremist incel worldviews, with documented instances of users being advised to "ropemax" (commit suicide) and influencers engaging with profiles of incel mass murderers.

Key takeaway

For AI Product Managers developing or reviewing apps, you must scrutinize products that quantify human attributes, especially those targeting vulnerable demographics. Your due diligence should extend to identifying potential links to harmful online subcultures and assessing the risk of mainstreaming extremist ideologies, even if reframed as "self-improvement." Prioritize user safety and ethical AI use over monetization strategies that exploit insecurities, as these apps can serve as radicalization pipelines.

Key insights

Looksmaxxing apps mainstream harmful incel ideologies by monetizing insecurities through AI-driven appearance scoring and gamification.

Principles

• Quantification reduces human worth to AI-assigned scores.
• Gamification fosters engagement with extremist ideologies.
• Reframing harmful ideas can attract vulnerable individuals.

Method

Looksmaxxing apps scan selfies with AI for metrics like "gonial angle," assign attractiveness scores on a PSL-scale, and offer "personalized" appearance optimization advice, often via subscription.

In practice

• Monitor app stores for apps promoting harmful ideologies.
• Educate young users on the risks of "looksmaxxing" content.
• Analyze social media trends for emerging radicalization vectors.

Topics

• AI-powered Apps
• Facial Analysis
• Incel Subculture
• Online Radicalization
• Social Media Influence

Best for: Computer Vision Engineer, AI Product Manager, AI Ethicist, Policy Maker, Tech Journalist

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Editorial summary, takeaway, and curation by AIssential. Original article published by Artificial intelligence (AI) – The Conversation.