Milon.com named the main word of 2026 - maximum. It migrated to popular culture from the Luxemburger movement. "Maximizing appearance" or luxmaximizing is a trend that promises men an "ideal appearance" through constant self-improvement. Some followers of this movement go quite far: they undergo plastic surgery, take steroids and hit themselves with a hammer. According to Milon.com, the suffix "-max" appeared in forums in 2015 especially in the context of a male appearance. But over time, the ideas of luxmaxers became more widespread and adapted to the meme culture. Now the word is used in completely different areas of life (sleep max in relation to sleep, gymmax in relation to gyms, fibermax in relation to fiber consumption, etc.). And in February 2026, for example, Luxmaxar slang even reached the US Department of Defense's Twitter ("Low Cortisol. locked. maximum lethality"). This popularity of the word, as well as the general influence of social media, may increase the risks young men face when they embark on the path of LuxMaximum. What are the risks? And what do you need to know about this movement? The "Berg" cooperative of independent journalists understood all the complexities. You can read this material with light additions about Medusa. Open with VPN | No VPN.