Gum brands are selling chiseled jawlines to teen boys on TikTok—and they’re biting

Male influencers and gum companies like Rockjaw and Iron Bite are telling viewers that chewing tough gum can sharpen their bone structure. But the science is murky at best.

For eons, women have been performing strange and funny-looking facial exercises that may (possibly, who knows?) help them get rid of a double chin, stave off wrinkles, or even reverse them. A quick Google search will lead to an array of eyebrow-raising (literally—the “brow lift” is a big one) exercises, and even “facial yoga.”