Viral “maxxing” trends draw concern from mental health experts

Social media’s latest self-improvement language is turning everyday goals into optimization projects, and mental health experts say that can push some people past a healthy limit. For investors watching consumer trends, the rise of “maxxing” also shows how quickly wellness habits can become markets for food, supplements, skincare and lifestyle products.

The term “maxxing” is being attached online to a wide range of habits. Reading more books has been called booksmaxxing, adding more fiber to meals has been called fibermaxxing, and changing physical appearance in pursuit of attractiveness has been called looksmaxxing. Other versions include sleep-focused routines and even relaxmaxxing, according to examples circulating across social platforms and media reports cited by CNBC.

The broader wellness economy gives the trend a commercial backdrop. The Global Wellness Institute, a nonprofit that tracks the wellness economy, estimates the global wellness market could approach $10 trillion by 2030. CNBC reported that brands have already responded to optimization-focused habits, including food and beverage companies selling more high-fiber products and retailers offering supplements and skincare products marketed around sleep quality and duration.

Experts warn about pressure to optimize everything

Billie Dunlevy, a psychotherapist who works with clients across the U.K., told CNBC that taking any activity to an extreme can hurt other parts of a person’s life. She said that kind of intensity is not something a licensed mental health professional would encourage.

Jennifer Hartstein, a New York City-based clinical psychologist, told CNBC that the central idea behind maxxing is optimization, while the danger is pushing too far. Both Hartstein and Dunlevy said wanting to improve health or personal habits can be positive, but the way people pursue those goals matters.

Dunlevy told CNBC that the trend can carry a perfectionist standard that does not match real life. That can turn a hobby or healthy habit into something rigid, measured and emotionally loaded.

Looksmaxxing is one area that especially worries Dunlevy, according to CNBC. The trend can include efforts to reshape facial features or create a more defined jawline. Dunlevy said intense focus on changing appearance can contribute to body dysmorphia, a mental health condition involving distressing preoccupation with perceived flaws, or other body image issues. CNBC also reported that some looksmaxxing tactics, including steroid use and chewing extremely hard gum, can create physical risks, especially for teenage boys who follow the trend.

Rigid goals can backfire

Hartstein told CNBC that even lower-risk goals can become harmful when people treat them as tests they must pass. She gave the example of setting a goal to watch seven movies over a weekend and then feeling bad for watching four. Hartstein said clinging too tightly to a target can create shame and a downward emotional spiral.

She told CNBC that one of the biggest risks is that maxxing can worsen anxiety and depression if a person feels they failed or did not get the result they wanted. Hartstein also said focusing too narrowly on a goal can cause people to neglect relationships and other parts of life.

Dunlevy added that some people may struggle to feel satisfied after reaching a goal because they quickly move on to the next target. In that pattern, achievement becomes another step in a cycle rather than something a person can enjoy.

Both experts linked the appeal of maxxing to a broader sense of uncertainty. Hartstein told CNBC that when the world feels overwhelming, focusing intensely on one goal can create a sense of stability.

How experts suggest keeping goals healthy

Hartstein advised people to ask what goal they want to set and what would be reasonable for their own life. A routine that works for someone else may not fit another person’s schedule, energy or responsibilities.

Dunlevy suggested asking whether the same effort would feel worthwhile if no one else could see the results. She told CNBC that much of the trend is tied to appearances and measurable outcomes.

Dunlevy also encouraged people to check in with loved ones about whether their self-development habits still look healthy. If the behavior becomes obsessive or starts harming daily life, she said people should seek support from a mental health professional.

This story draws on original reporting from CNBC.