Does 'jaw-sculpting' gum really work? We asked an expert

Yes, it’s a real thing

From age-reversing cosmetics to drastic under-the-knife measures, it seems people will try anything in pursuit of perfection these days. Here’s what you need to know about the latest trend targeting men. 

Just as waist trainers are marketed to young women desperate to sculpt their torso into that of a Kardashian, mastic gum has hit the market with the same misguided tenacity. But this time, young men and boys are in the firing line of advertisers. 

Using the looksmaxxing-fuelled insecurities of the emerging generation to fund their latest campaign, a misguided corner of the internet is claiming the simple of chewing gum holds the key to sculpting a jawline straight out of Greek mythology, subsequently unlocking a man’s untapped masculinity. 

In short, the young men of today who spend their time scrolling on TikTok and listening religiously to Joe Rogan’s latest crusade are the demographic most susceptible to this jaw-dropping - or I suppose, gaining - craze. 

But can someone really change the appearance of their face by chewing? And if so, why aren’t those of us raised on Wrigley's Hubba Bubba and peppermint Extra gum sporting a rock-solid jaw structure?

The dangerous side of TikTok's jaw-sculpting trend

Worryingly, products like Mastic Gum are increasingly being pitched to a demographic that is not only young and impressionable, but lack the resources and experience to access proper medical advice. 

The creators of Giga-Chew Mastic Gum – one of the more popular brands operating right now – claim their product will help consumers unlock their ‘Alpha potential’, being the ultimate tool for ‘sculpting a jawline that exudes confidence and masculinity’. 

While their outrageous (and unfounded) claims might seem like the kind of thing most people would immediately discount, the reviews on the brand’s website tell a completely different story.

‘The gum is legit the greatest thing in my arsenal right now gives me serotonin and a crazy jaw pump while chewing it,’ reads one five-star review. Another happy customer added, ‘With GigaChew you sculpt not just a chiselled jawline but also a more profound sense of aesthetic appreciation and self-awareness.’

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It should be noted each review on the site is accompanied by an image of a chiselled teenager taking a selfie in dim lighting, some failing to even capture their new and improved jawline. Nonetheless, the idea that the product holds the essence of masculinity is very much implied. 

Plus, whether guided by actual science – or simply greed – at $38 a pop, it’s no wonder manufacturers are pushing the trend online. But, though purchasing a packet of Mastic Gum may seem like a more economical tactic than other invasive jaw-sculpting routes, don’t turn a blind eye to the product’s – and your anatomy’s – limitations, says Dr Michael Zacharia, an ENT and facial cosmetic surgeon based in Sydney. 

“If you do chew Mastic Gum, it is important to know the possible risks and side effects. Overall, I see the main issue is this product is unregulated and can be bought online without consultation with a physician,” explains Dr Zacharia.  

“It is important we educate the public to speak to a physician before doing any cosmetic procedure you don’t need to do. Your physician will let you know if there are less risky ways to achieve your goals and explain alternative treatments that could offer a better result.”

The requests from female patients are vastly different, says Dr Zacharia. Image: iStock

Can you really chew your way to a perfect jawline?

In theory, it isn’t exactly farfetched to think bulking up the Masseter (chewing muscle) using gum could create a more square, fuller look to the face. However, as Dr Zacharia explains, most men seeking this kind of definition are in fact devoting attention to the wrong part of the face. 

“What they really need is more definition of the jawline, as the neck and face often don't have a clearly defined line,” he says. “This is created by a strong mandible (jaw bone) rather than a big bulk masseter muscle.”

But while chewing excessive amounts of Mastic Gum won’t drastically alter the appearance of your jawline, it could inevitably cause a few more permanent issues. “If you build up the masseter, you may end up with issues like teeth grinding, which can lead to dental procedures and problems like Temporomandibular joint dysfunction (TMJ), which cause terrible headaches,” Dr Zacharia explains. 

Comparing the different aesthetic ideals thrust upon each gender these days, the facial cosmetic surgeon says his female patients almost always request the opposite outcome when it comes to altering their face, “I spend a lot of my time injecting the masseter muscle to shrink and weaken the masseter as women prefer a skinner face or a defined jawline rather than a bulky one,” he says. 

Originally published as Does 'jaw-sculpting' gum really work? We asked an expert