Looksmaxxing and the Extreme Life of Braden Peters

Braden Peters, better known online as Clavicular, has rapidly become one of the most controversial figures on social media, drawing attention for both his extreme lifestyle and the online movement he represents. The 20-year-old streamer is a leading figure in “looksmaxxing,” a niche internet subculture that promotes the idea that physical appearance is the key to success in life.

Looksmaxxing began in smaller internet forums but has recently spread across platforms like TikTok, Instagram, and X. At its most basic level, it focuses on improving appearance through things like working out or skincare. However, in more extreme cases, it involves strict dieting, unregulated supplements, and even attempts to change facial structure based on specific measurements and ratios. Some participants use terms like “PSL scores”  to rank attractiveness.

Clavicular’s content often involves analyzing people’s facial features, comparing them to celebrities, and promoting the idea of “ascending,” or reaching a higher level of attractiveness. He frequently uses slang from the community, including “mogging,” which refers to being more attractive than someone, and “maxxing,” meaning to improve a specific trait.

“Unfortunately, people are trying to find a platform. 
And for someone like him, he found what was going to get him views. And then that turned into a lifestyle. I think there's always this power struggle to get the most views and the most likes and the most reposts. So I think, unfortunately for the younger generation, seeing that's what's going to get you the popularity that you're so longing for, is what is toxic about social media,” NHS Physical Education teacher Megan Goyda said.

Peters became focused on his appearance at a young age. He has said he began using testosterone around the age of 14 and later experimented with a variety of substances and methods in an effort to improve his looks as quickly as possible. He has referred to himself as a “lab rat” for the looksmaxxing community and has openly discussed using drugs to stay thin and maintain his physique. In some cases, more extreme ideas associated with the trend include “bone smashing,” or physically hitting parts of the face in the belief it will improve structure.

His rise to fame has been fueled by viral clips taken from his livestreams. Clavicular is known for “in real life” streaming, where he films himself interacting with strangers in public settings. While his live audience is relatively small, clips from these streams are reposted across social media and often reach millions of viewers. He reportedly earns significant income through streaming platforms and has even appeared at events like New York Fashion Week.

“He's actually insane. Everything that he does bothers me. I think it's weird that he literally had bone surgery and the fact that he hits his own face multiple times to structure it better. I feel like a normal human being after having an overdose wouldn't continue to do those drugs and wouldn't continue to go to clubs and wouldn't do all these things. But he has this weird mentality that he can do these things and get away with it,” NHS junior Emma Springer said.

Clavicular has been criticized for using offensive language and for associating with polarizing figures online. Videos of him socializing with influencers like Andrew Tate and Nick Fuentes have circulated widely, adding to concerns about the ideas connected to his content. He has also faced legal issues, including arrests related to drug possession and other incidents.

He was hospitalized on April 14 after appearing disoriented during a livestream, in what was reported as a possible drug-related episode. He left the hospital the next day and returned to public appearances shortly after, continuing to stream and attend events.

The growth of looksmaxxing has raised concerns about its impact, especially on young men. Some say the trend reflects increasing pressure online to meet certain standards of attractiveness, along with the way social media rewards extreme or attention-grabbing content. While self-improvement itself is not new, others say that looksmaxxing can become harmful when it encourages people to view their appearance as something that must constantly be measured, compared, and optimized.

“He’s definitely on a lot of substances for his appearance. He’s definitely misunderstood but he’s also kind of a scumbag so I don’t think anyone would be able to understand him. I think, probably off camera, he might be actually suffering,” NHS senior Marcus Gerace said.