The Wellness Trend That's Either Genius, Dangerous Or Just Very Good Marketing

Looksmaxxing, fibremaxxing, moneymaxxing, healthmaxxing, sleepmaxxing: it seems any and every noun is receiving a "maxxing" upgrade. Essentially meaning you wholeheartedly amp up your focus in one specific area, often to the extreme, as the term stems from the word "maximise". And with this month's breakout search terms on Google including manmaxxing, lifemaxxing, facemaxxing, tiptoemaxxing and frictionmaxxing (no, I don't know what most of these mean either), it's clear the trend has officially taken off.

In some cases, maxxing may be a genuinely good thing. Frictionmaxxing, although sounding rather unappealing, revolves around reducing tech-aided ease and returning to analogue, often more effortful tasks. Think writing with a pen and paper instead of typing, using a physical map over your sat nav, reading a book instead of a Kindle, or talking to people in person rather than texting. In a world where we've arguably become over-reliant on our phones, there are plenty of reasons to spend more time without them. Hector Hughes's piece on the rise of digital detox escapes only further aids this case.

Fibremaxxing, as it says on the tin, encourages people to eat more fibre. As Dr Megan Rossi points out, over 95% of people fall short of the recommended daily 30g fibre target, and with increased fibre intake linked to reduced risk of heart disease, circulatory conditions, Type 2 diabetes and bowel cancer, anything that encourages people to actually hit the target feels like a positive. It does, however, come with caveats. Dr Rossi warns that rapidly increasing your fibre intake over a short period "can overwhelm the digestive system, causing your gut bacteria to ferment it more rapidly, producing gas and drawing water into the bowel. This can result in more uncomfortable symptoms like bloating, abdominal discomfort and changes in bowel habits." A slow, gradual increase is likely more beneficial in the long run. Fibre-slanting over fibremaxxing, perhaps. But the message of eating more vegetables is still a good one.

Then we get into slightly stickier territory, where maxxing starts to feel more like clever marketing and enhancement tips begin to look a lot like pushed product. Take sleepmaxxing. "Sleep isn't just a nightly pause; it's one of the most essential foundations of our health. As a nutritionist, I've seen firsthand how deeply sleep influences everything from energy and mood to hormonal balance, digestion and metabolism," says Jessica Sepel. Just like exercise and proper nutrition, sleep is a key pillar of feeling well. But most of us can achieve it without layering on the mouth tape, white noise machine, weighted blanket, heated eye mask, sleep tracking tech, melatonin mocktails and lavender essential oils being sold as part of the sleepmaxxing protocol. Jess's guide to sleeping soundly offers far less expensive proof of that.

Healthmaxxing falls into similar territory. Yes, wanting to live a healthier life is something we actively champion here at Grounded, but the fitness trackers, vibration plates and cupboards full of supplements are not the quick fix they're marketed as. As our Grounded Guest Editors will tell you, it's the everyday foundations that actually make the difference: diet, movement, sleep and joy. Focus your energy there, and everything else tends to fall into place.

The most talked-about, and most frequently flagged as concerning, is looksmaxxing, a term trending particularly quickly among younger men. It spans everything from eyebrow plucking, facial massage and gym training to steroid use, "bone smashing" and various surgical procedures. Many of us want to take pride in our appearance. I pluck, wax, tan, wear makeup, work out and have whitened my teeth, all in the name of looking and feeling my best. But at the extreme end, some of these practices are genuinely dangerous. Injecting unlicensed substances purchased online into your body is never a good idea, and the brands now selling jaw-enhancing chewing gum are simply after a quick payday.

So, is maxxing a descent into madness? As with most trends, it comes down to the individual and how far they take it. Though a healthy dose of critical thinking, in some cases, would go a long way.