Social media ‘maxxing’ trends drive hyper-optimization of lifestyle

Social media trends known as ‘maxxing’—such as sleepmaxxing, productivitymaxxing, and beautymaxxing—are increasingly focused on the hyper-optimization of every aspect of human life. These trends promise to create healthier and more efficient versions of individuals through specific routines and protocols.

Psychotherapy-rooted identity coach Hina Khan notes that while self-improvement is not inherently problematic, the motivation behind it is critical. Khan warns that if the drive for optimization stems from a belief that one is currently inadequate, the pursuit of a ‘better self’ can become a source of constant pressure rather than genuine growth.

A specific subset of this trend, ‘voicemaxxing,’ involves young men using exercises and apps to deepen their voices in an attempt to appear more attractive. While some techniques involve legitimate vocal training like diaphragmatic breathing, much of the trend relies on speculative methods and social media folklore to alter vocal pitch and tone.