We’re standing at a crossroads: on one side, there’s the possibility of becoming a truly accepting society, where self-care routines for men are not just accepted but encouraged. In this scenario, men can feel just as empowered to care for their skin as anyone else, breaking down outdated stigmas. On the other hand, there’s the risk of veering into a fragile bubble of trend-chasing—where everyone seems to follow the latest online fads, not out of genuine interest but to remain in the perpetual flow of “what’s in.” Right now, it’s tough to discern which way things will tip.

Of course, this is far from the first attempt at normalizing self-care for men. Today, countless male influencers are not just advocates but skilled makeup artists with vast followings. It appears that there is a growing acceptance that questions traditional notions of masculinity, as evidenced by the fact that more than half of men in the Western world between the ages of 18 and 34 are receptive to utilizing skincare products (Mintel, 2018). And while some might call it a healthy shift, I can’t help but wonder: how do we know who’s genuinely invested in this space and who’s just caught up in the endless cycle of algorithm-driven trends? Are we watching authentic voices, or merely another layer of content designed to thrive on our scroll-happy culture?

Setting all of that aside, there’s a new trend making waves on the internet, and for once, we can be relieved—it doesn’t come with any side effects. While women often go through elaborate makeup routines or even cosmetic procedures to achieve their desired look, this trend has men particularly excited because it’s entirely cost-free. No expensive products, no elaborate setups—you can do it anytime, anywhere, without spending a single penny. It’s easy, accessible, and feels like a welcome break from the usual beauty standards.

Just when you thought phrases like “sharp cheekbones” and “chiseled jawline” couldn’t get any more airtime, along comes mewing, the latest trend captivating men with visions of a perfectly defined jawline. The phenomenon has taken over TikTok and YouTube feeds alike, sending partners everywhere into comparisons with heartthrobs like Damon or Stefan Salvatore from The Vampire Diaries, or TikTok’s very own jawline icon, Bubachqueen (with his viral dance on Modern Talking’s Brother Louie 98).

But let’s get down to it. It is named after British orthodontist Dr. John Mew. Now mewing doesn’t demand any high-intensity regimen, nor does it require you to break the bank on invasive procedures. This technique is rooted in orthotropics, a theory that was initially aimed at children with growing jaws, yet it has become a sensation among adults trying to fine-tune their facial contours. Mewing is quite literally just a matter of placing your tongue on the roof of your mouth. That’s it—a simple, anytime-you-want move that claims to carve out those angles.

The big question, of course, is whether it actually works. And the answer here, sadly, is a little murky. As appealing as it sounds, scientific backing for mewing’s effectiveness remains slim. Although experts agree that while this technique might engage certain muscles or even improve one’s posture, it’s unlikely to bring about a permanent sculpting of the jawline. But does that skepticism stop anyone from trying? The answer is, no, definitely not!

The appeal of mewing lies in its accessibility and ease. No costly surgeries, no demanding workouts, and—thanks to TikTok and YouTube’s dramatic “before and after” shots—plenty of visual proof to fuel motivation. With men becoming increasingly invested in their appearance and social media constantly broadcasting “perfect” jawlines and contours, the draw of a no-fuss technique like mewing makes sense. In a world driven by self-improvement, mewing taps into a timeless ambition: reshaping oneself with ease, even if without science-backed certainty. And after all, the jawline you’re born with owes plenty to genetics and the unique contours that define different cultures. So, in reality, for all the viral appeal of jawline trends, our features are often simply a product of heritage (we already are aware of the different kinds of noses—the Roman, the Egyptian, etc.), with jaw shapes varying as much as our fingerprints.

Yet, there’s something timeless and undeniably satisfying in the idea of control over our appearance. For men, mewing is more than just another beauty trend; it’s a subtle nod to the pursuit of self-enhancement that doesn’t rely on drastic measures. Whether or not mewing genuinely delivers a sharper jaw, its popularity speaks volumes about the collective desire for change—however small—and offers a rare way to chase that idea of “better” without invasive steps.

While it still subtly echoes the "beauty is pain" narrative—particularly for women—we're also seeing men gravitate toward quicker, simpler fixes. Mewing may be based on an uncertain premise, but it’s an unmistakable reminder that even the simplest ideas can spark lasting trends. After all, isn’t that what our digital age is about? The simplest fixes, no matter how debatable, are often the ones that resonate.