Brands are adopting internet slang like maxxing and mogging, terms derived from the controversial looksmaxxing subculture, to appeal to younger audiences. Looksmaxxing originated in online communities focused on extreme physical self-improvement, often promoting dangerous practices such as bone-smashing or steroid use. Despite this, marketers see viral potential in the jargon's edgy appeal.

Companies now use phrases like "skinmaxxing" or "stylemaxxing" in campaigns, rebranding the terminology for commercial gain. Critics argue this sanitizes harmful ideologies and trivializes body dysmorphia risks. The trend reflects a broader pattern where brands co-opt niche internet culture, risking backlash for prioritizing engagement over ethics.

Industry observers note the strategy mirrors past adoption of gaming or meme culture, but with higher stakes due to looksmaxxing's ties to incel adjacent forums. Some agencies now advise clients on "responsible maxxing" frameworks to mitigate reputational damage.