The pursuit of a well-defined jawline has become a significant aesthetic fixation among teenage boys online, leading to an influx of products and unverified methods promising to achieve this desired look.

This trend includes silicone "jaw trainers" designed for intermittent chewing sessions and "facial fitness" gums, both lacking robust scientific backing for their purported benefits. Despite skepticism from dental professionals regarding exaggerated claims of jaw reshaping, videos showcasing these products have amassed millions of views online.

One notable player in this emerging market is Jawliner, founded by CEO Anton Perl, whose success with silicone jaw trainers spurred the development of facial fitness gum. Perl views the rise of these products in the male beauty industry as a major achievement. A two-month supply of Jawliner's gum is priced at $41.99, significantly higher than typical gum due to its tenfold mass. Perl advises against its use for individuals with pre-existing jaw issues.

Similarly, Rockjaw, established by Sachin Patel, has experienced organic demand growth since its 2020 launch, predating the viral trends on TikTok related to mewing and jawline enhancement.

Despite their popularity, there is limited medical evidence supporting the effectiveness of these products, with potential adverse effects remaining unexplored. Dr. Mark Burhenne, co-founder of the "Ask the Dentist" podcast, dispels the notion that strengthening jaw muscles alters jaw shape, recommending weight loss as a means to reveal natural jaw definition over time. He warns of risks associated with prolonged chewing of facial gum, such as tooth fractures and strain on the jaw joint, underscoring the costliness relative to likely minimal outcomes.

Before gaining traction on TikTok, "mewing" was predominantly discussed in niche internet forums, including incel communities, focusing on masculinity and grievances toward women. Originating from controversial British orthodontists, mewing involves tongue posture aimed at reshaping the jawline, promoted by figures like Mike Mew despite limited scientific endorsement.

These concepts have transitioned into mainstream discourse, particularly among young male influencers and adolescents keen on enhancing their appearance. This aligns with broader trends in online communities centered on "looksmaxxing," strategies to maximize personal attractiveness and social standing.

Dr. Kavita Mariwalla, a New York-based dermatologist, encountered this trend firsthand when her 12-year-old son expressed interest in jawline-enhancing gum. Reflecting on this experience, Mariwalla highlighted the growing impact of social media on youth aspirations and the parental challenges in navigating these trends responsibly.

Expressing concern over potential ramifications, Mariwalla emphasized the genetic constraints of physical development and cautioned against placing undue faith in products promising drastic aesthetic changes unsupported by medical evidence.

As these trends evolve through the influence of social media and youthful aspirations, debates persist regarding the efficacy and safety of these methods. This leaves parents, healthcare professionals, and consumers grappling with the allure and uncertainties surrounding the quest for a sharply defined jawline.