Young male chewing bubblegum.Share on Pinterest
Can facial fitness gum really help change the appearance of your jawline? SolStock/Getty Images
  • People are chewing ‘Facial Fitness Gum’ in the hope it will give their jaws a more chiseled and defined appearance.
  • Chewing gum companies claim it allows them to tighten muscles. However, there’s little evidence to suggest it works.
  • Experts say excessive chewing could actually make your jaw appear more square-like and bulky
  • Aesthetic options are one way to achieve noticeable results; however, teen boys should remember that their bone structure is likely to change as they age.

Facial fitness gum is the latest in a long line of bizarre beauty trends gaining popularity on social media platforms like TikTok, and companies are capitalizing on the craze.

Brands like Rockjaw, Jawz Gum, and Stronger Gum are claiming their products can help “build the most attractive jawline” and “tone and tighten 57+ facial and neck muscles, anytime, anywhere.”

They claim that chewing these products is akin to a facial workout, as facial fitness gum is tougher than regular gum.

The popularity of these products, particularly among teen boys, is related to the “mewing” trend, which involves placing your tongue on the roof of your mouth to tighten the jaw muscles.

It’s also associated with “looksmaxxing,” the process of “maximizing” your looks so they more closely align with conventional beauty standards.

However, health experts say there’s little evidence to suggest that facial fitness gum actually works.

Dr. Kieren Bong, cosmetic doctor and founder of Essence Medical Cosmetic Clinic, isn’t surprised by these claims but isn’t sold on their effectiveness.

“As a doctor, I find the claim that chewing gum defines the jawline oversimplified. While chewing gum can engage the jaw muscles, any resulting definition is likely minimal and varies between individuals,” he explained.

“It’s unsurprising that this claim is trending, given the public’s fascination with easy, noninvasive beauty solutions promoted on social media,” Bong added. “However, it’s essential to rely on scientifically backed methods for significant changes in appearance rather than quick fixes with limited evidence.”

Likewise, Dr. Joel Kopelman, a facial plastic surgeon at Kopelman Aesthetic Surgery, says these claims should be approached with skepticism.

“Facial aesthetics are complex, and significant changes typically require more than just chewing gum,” he said.

The reasoning behind facial fitness gum?

“The trend is built on the concept that repetitive chewing motions can strengthen the muscles of the jaw and face, particularly the masseter muscles,” Kopelman explained. “Proponents argue that increased muscle tone in this area can create a more chiseled appearance.”

Bong compared it to how other parts of the body become more defined with regular exercise but notes that the impact on overall jawline definition is likely minimal.

Research on the effectiveness of chewing gum for a more defined jawline is limited and inconclusive.

Bong said most scientific studies focus on chewing gum’s general benefits, such as improved concentration, stress relief, and oral health, rather than its impact on facial aesthetics.

“Relying on chewing gum alone is not supported by robust scientific evidence and may lead to unrealistic expectations,” he said.

Kopelman agreed.

“Research in this area is sparse, and most of the claims are anecdotal rather than based on robust scientific data,” he said. “Strengthening the masseter muscles through chewing might result in some hypertrophy, but it’s unlikely to produce the dramatic changes some might expect.”

Ultimately, Kopelman said the primary reason chewing gum is unlikely to yield a more defined jawline is that facial aesthetics are influenced by a combination of bone structure, skin quality, and fat distribution, not just muscle tone.

“While chewing gum might strengthen the masseter muscles, it won’t change the underlying bone structure or significantly reduce facial fat,” he said.

Additionally, he warned that excessive chewing can lead to overdeveloped masseters, which might not be aesthetically desirable and can sometimes lead to a more square or bulky jaw rather than a defined one.

Both experts agreed that chewing gum is unlikely to give you a defined jaw, but what are there more effective ways to achieve this result?

Kopelman said lasting and significant changes in facial aesthetics often require more than simple at-home remedies.

However, there are a few things you can do.

You shouldn’t underestimate the importance of a healthy diet and exercise.

“Maintaining a healthy diet and regular exercise routine can reduce overall body fat, including facial fat, contributing to a more defined jawline,” Kopelman said.

Taking good care of your skin is another way to achieve a tauter appearance. “Proper hydration and skin care routines can improve skin elasticity and firmness, contributing to a more defined look,” says Bong.

These habits may trigger subtle changes. However, it’s difficult to achieve noticeable results without aesthetic interventions.

Kopelman says noninvasive treatments like Ultherapy or radiofrequency can help tighten the skin around the jawline.

Meanwhile, the strategic use of dermal fillers can enhance the jawline by adding volume and definition.

A popular choice is Botox.

“Botox injections can slim the jawline by reducing the size of the masseter muscles, especially in individuals with hypertrophic masseters,” Kopelman explains.

While aesthetic treatments are the most effective option, they are likely not the right choice for teen boys whose features are still developing.

It’s also important to note that the legal age for dermal fillers and Botox in the United States is 18.

Very limited research supports the claim that chewing gum gives you a more chiseled jawline.

In fact, experts say excessive chewing could have the opposite effect, making your jaw appear more square or bulky.

Facial exercises and aesthetic treatments are effective ways to add definition to your jawline. However, it’s important for teen boys to remember that their bone structure is likely to change as they age.