For 20-year-old Lauren from Ontario, her most potent beauty secret is not found in the polished aisles of a department store or the curated shelves of a pharmacy. Instead, it resides within the intricate landscape of her mind. For years, she has meticulously studied the faces of others, particularly on platforms like Pinterest, not for aesthetic inspiration in the traditional sense, but as a deliberate tool for visualization. Lauren believes that by cultivating a clear mental image of desired physical attributes—be it the subtle alignment of teeth or the luxurious length of hair—she enhances her capacity to manifest these changes in her own appearance. "The image doesn’t have to be a celebrity or model," she explains, "It’s just whatever I resonate with and aspire to look like." This approach, rooted in the belief that focused thought can materialize tangible outcomes, was introduced to Lauren in her childhood through her mother’s espousal of Rhonda Byrne’s "The Secret," a book that propelled the concept of manifestation into mainstream consciousness in 2006.
The burgeoning popularity of manifestation, particularly among younger demographics, has seen it expand beyond the realms of career and relationships into the highly scrutinized domain of physical appearance. This shift is mirrored in the digital landscape, where social media platforms have become fertile ground for individuals sharing their "beauty manifestations." Content creators like "HotHighPriestess," an internet personality with a substantial following of 1.2 million on Instagram, have garnered significant attention by detailing their personal journeys of manifesting ideal physiques. Lauren’s own foray into this practice began during her teenage years after encountering a video from HotHighPriestess detailing how she had transformed her dream body through sheer mental focus. For Lauren, already immersed in the world of online beauty tutorials, this felt like a natural, albeit unconventional, progression.
The Rise of Beauty Manifestation: From "Glow Up" to "Lethal Face Card"
Lauren’s initial manifestation goals were broad, aiming for an overall "glow up"—clearer skin, more "striking" eyes, healthier hair, and an improved sense of style. She dedicated time, ranging from five minutes to half an hour daily, to visualizing her desired aesthetic. The results, she claims, were gradual but noticeable. Within a couple of months, she reported clearer skin, a subtle lightening of her eye color, and more pronounced cheekbones. The true validation, however, came not from her own perception but from external affirmations. The moment people began complimenting her appearance, specifically referring to her "lethal face card"—a slang term for an exceptionally attractive face—Lauren felt a profound sense of confirmation. "People then started commenting on my TikTok: ‘Oh my God, you have such a lethal face card’, ‘Your face card is so lethal’," she recalls, admitting the specificity of these comments initially unsettled her.
This phenomenon is not an isolated incident. Nearly two decades after the initial wave of "The Secret," Roxie Nafousi’s 2022 book, "Manifest: 7 Steps to Living Your Best Life," achieved global bestseller status, selling over a million copies. The Oxford Dictionary’s designation of "manifesting" as its Word of the Year in 2024 further underscores its cultural ubiquity. Across platforms like TikTok, videos abound with individuals claiming to have manifested everything from soulmates to dream homes. It was perhaps inevitable that this practice would extend to physical transformations, with countless videos circulating online showcasing purported achievements in developing larger breasts, altering eye color, growing longer hair, and even increasing height, all through mental intent. While the sheer volume of these videos on platforms like YouTube and TikTok, with millions of views, might suggest widespread efficacy, it is crucial to note that such metrics do not inherently validate the claims made. The application of manifestation principles to fundamentally immutable physical traits, often divorced from the original authors’ emphasis on aligning visualization with action, has undeniably propelled the trend into the realm of what can be described as magical thinking.
This burgeoning trend has naturally spawned a robust industry of self-proclaimed "coaches," "gurus," and manifestation experts. These individuals often leverage a combination of esoteric and spiritual language to market their services, promising to guide followers on "how to think themselves hot." Business models range from subscription-based apps, like HotHighPriestess’s Stella, to personalized online mentoring sessions. A significant component of this industry involves the promotion and creation of "beauty subliminals"—audio recordings embedded with hidden, positive affirmations, readily available on platforms like YouTube and Spotify. Anna Schaffner, PhD, a former professor of cultural history at the University of Kent, observes, "There is a money-making machinery behind all of this manifesting content. The message is often deeply commercial, but couched in esoteric and spiritual language."
The Coaches and the Claims: A Lucrative Market for Unrealistic Expectations
Among those capitalizing on this trend is 26-year-old Kimberlee, who offers one-to-one mentorship sessions focused on physical transformations, charging $350 per hour. This price point often exceeds the out-of-pocket cost of an hour-long session with a licensed therapist in many regions, a qualification Kimberlee does not possess. Kimberlee’s own journey into manifesting appearance changes began in 2019, during a period of personal distress following the loss of her mother, which coincided with weight gain. When conventional weight loss methods proved ineffective, she turned to manifestation, a practice she had already employed for financial success. "It dawned on me one time: I could actually just manifest this," she recounts, claiming to have lost significant weight over the subsequent five months. "I wasn’t working out as hard as I used to, I wasn’t starving myself like I used to," she recalls, describing a period where she "was eating just about anything that I wanted to. It felt like [the weight] magically fell off."
Now operating as a manifestation coach, Kimberlee guides clients in achieving their appearance-related goals. She is currently working with a client aiming to achieve a smaller nose. "I repeatedly tell her: ‘You have your dream nose’," Kimberlee states, asserting that the client reports noticing changes. "It’s working, because she tells me there has been some movement—she’s noticing her nose getting smaller."
The resonance of these claims within certain online communities is substantial. According to data from Spate Data, the hashtag #manifesting garners approximately 109.9 million weekly views on TikTok. Companion hashtags such as #glowup and #glowuptips, frequently used in conjunction with manifestation content, also attract hundreds of thousands of weekly views (117.9K and 305.2K, respectively). While a segment of users engage with beauty manifestation as part of the "looksmax" trend—a subculture originating from manosphere spaces focused on optimizing physical appearance—it is important to distinguish that the broader manifestation community often operates free from the more toxic underpinnings associated with looksmaxxing.
The Psychological Underpinnings: Placebo, Puberty, and Peer Influence
In an era characterized by constant demands on our time, the allure of quick fixes is undeniable. Researchers suggest that humans often function as "cognitive misers," relying on mental shortcuts for efficient decision-making, particularly in novel or time-pressured situations. Janet Boseovski, PhD, a professor of psychology at the University of North Carolina at Greensboro and an expert in body image and child development, explains, "People are relatively poor at detecting deceptive information from others, because we usually just take them at face value." This inherent human tendency makes individuals susceptible to seemingly simple solutions offered by influencers and coaches, especially when presented as quick fixes.
Charlotte Markey, PhD, a professor of psychology and director of the health sciences program at Rutgers University, adds that the promise of "thinking your way into a better face or body" offers a seductive sense of control in a society that relentlessly emphasizes visual evaluation, particularly for young women. However, Dr. Markey cautions that these coaches are often "peddling an illusion." She emphasizes that our physical appearance is largely determined by genetics and constrained by resources like financial means, time, and other responsibilities.
Manifestation practices can be seen as an attempt to circumvent these inherent limitations, often gaining traction during periods of societal or personal uncertainty. The 600% surge in Google searches for "manifesting" observed in 2020, coinciding with the onset of COVID-19 lockdowns, illustrates this phenomenon. In the current climate of economic and political instability, the enduring popularity of manifesting is unlikely to be coincidental.
Laila, a 19-year-old, is among those drawn to manifestation as a more accessible and cost-effective route to achieving her aesthetic aspirations, thereby saving money that might otherwise be spent on expensive treatments and products. After successfully manifesting improved academic results, she shifted her focus at age 16 to achieving a slimmer face, clearer skin, and longer hair. Like Lauren, she notes that the changes were initially subtle. "You see yourself every single day and you don’t really notice it," she explains. "Then you look at a photo from a year ago and you’re like, ‘Oh wow’."
The Collision of Belief and Biology: When Placebo Meets Puberty
The reported ability of young women like Lauren and Laila to alter biological traits such as face shape or eye color is difficult to reconcile with scientific understanding. However, Dr. Markey points to several psychological mechanisms that can explain why individuals may perceive such results. "Expectation effects, placebo responses, selective attention, and confirmation bias can all shape what people think they notice," she states. "Research shows that if we believe something to cause a change (we believe in a placebo), we may look at ourselves and think we look better because we expect to."
Furthermore, Dr. Markey highlights that the reported changes often occur during adolescence, a period of significant and rapid physical and psychological development. "Some ‘results’ may also reflect ordinary developmental change over time," she explains, "since puberty and ongoing maturation naturally change bodies and faces whether or not someone is using manifestation content." Laila acknowledges the potential role of puberty in her transformations but remains convinced that manifestation is at least partially responsible. She recalls how, in high school, the absence of funds for high-end hair products did not prevent her hair from growing long, attributing this to her practice of manifesting long hair growth. "I see ads [for beauty products], and I just feel like it’s a waste of time. You truly only need yourself," she asserts, advising others to "Just manifest it."
Beyond the biological shifts of puberty, peer pressure and societal expectations play a significant role in shaping adolescents’ susceptibility to beauty manifestation. Dr. Boseovski notes, "Adolescents, who are very sensitive to the rewards of peer acceptance and approval, may be more likely to accept guidance of this sort from peers or other influential models they admire, and less likely to rely on science-supported claims." Teenagers, particularly girls, tend to engage in more self-comparison during this developmental stage, making them more receptive to such messaging. Lauren herself admits that initial insecurities—feeling "like I wasn’t the prettiest girl in the room, like I was never chosen"—drew her to manifestation content. Dr. Boseovski adds, "Girls tend to lose the ‘rose-colored’ glasses that most have in early childhood where they feel very positive about themselves." The increasing media exposure during adolescence further inundates young people with messages about idealized appearances and perceived "flaws" that need "fixing."
The Perils of Fixation: When Mindset Becomes an Unhealthy Ritual
While research acknowledges that mindset can indeed influence behavior, and positive thinking is generally beneficial, the contemporary emphasis on altering immutable physical traits through mental power alone is viewed as misguided by experts. Dr. Boseovski differentiates between visualization coupled with action (e.g., visualizing a slimmer physique while exercising) and magical thinking, especially concerning unchangeable attributes like height or eye color. "Certainly, thinking positively and setting goals for oneself can be associated with success when they are appropriately coupled with behavioral change," she states. "But repeatedly using techniques like this that aren’t well grounded in science can lead to feelings of ‘learned helplessness’—giving up on your goals because nothing you do is working—and becoming passive. So, in the long term, this becomes even less of a tool for bringing about change."
Manifestation coaches often tout increased confidence as a byproduct of their methods. However, Dr. Markey expresses concern that these practices may yield the opposite effect. "One risk is that it keeps young women focused on the idea that their bodies are ongoing self-improvement projects rather than bodies worthy of care and respect right now," she warns. Her research suggests that "appearance-focused environments… can increase self-comparison, self-objectification, and body dissatisfaction, especially during developmental periods when body image is already more vulnerable."
The Dark Side of Beauty Manifestation: Amplifying Insecurity and Self-Loathing
For 20-year-old Kat from New York, the pursuit of manifested physical changes ultimately intensified her self-loathing. From the age of 10, she listened to YouTube subliminal videos, aiming for fuller lips and longer eyelashes, driven by bullying she endured regarding her appearance. "It felt like an easy solution to an issue that I did not know how to solve," she explains. Her desired outcomes were heavily influenced by conventional beauty standards, as she "wanted to look like a model out of a magazine." The subliminal track "Face Like a Model" has amassed over 1.2 million streams on Spotify, indicative of the widespread appeal of such aspirations.
Kat would play subliminals, some up to 10 hours long, overnight, making her appearance the paramount thought before sleep and upon waking. The failure to achieve her desired results after months of listening was deeply disheartening. "I would think a lot about why the effort I was putting in manifesting wasn’t showing up, and I’d just be so pissed that the universe wasn’t giving me what I wanted," she shares. Dr. Markey’s concern is not that subliminals will magically alter physical features, but rather that "repeated appearance-focused listening may intensify body monitoring, reinforce dissatisfaction, and turn insecurity into a daily ritual."
Mental health professionals fear that this persistent focus on physical alteration can heighten individuals’ awareness of perceived flaws, as defined by societal norms. Clint Salo, MD, medical director of the Grove Recovery Community and a psychiatrist specializing in behavioral health, explains that "The brain naturally pays more attention to thoughts and cues that are repeated often, especially during adolescence." This repetition can imbue unsubstantiated ideas with emotional significance, making them feel "true" despite lacking a scientific basis. Dr. Boseovski emphasizes that the messaging of inadequacy is pervasive in society, and manifestation content, while not the sole culprit, "may just be adding fuel to the already raging fire."
Theiadora, a 21-year-old from the Netherlands, has recently begun to critically examine the impact of beauty-focused subliminals. While she believes some earlier subliminals may have contributed to actual physical changes, such as straightening curly hair, she recognizes that "skinny girl" subliminals, which included affirmations about satiety without eating, fostered unhealthy eating habits and obsessive thoughts about her body. "It made me feel restless, like I was always looking for something about myself to change," she reflects. "I started looking at myself a bit differently, more through the lens of what could be improved, rather than what already felt good."
Dr. Salo notes that the constant repetition of affirmations like "I can stay full without eating" can normalize restrictive thinking around food, potentially leading individuals to ignore hunger cues or associate eating with guilt. "In vulnerable individuals, especially teens, that can contribute to unhealthy patterns around eating and body control," he states. "If results don’t happen, people may assume personal failure. That can lead to shame, which tends to persist and lower self-esteem." Following a difficult breakup, Theiadora shifted her focus from appearance-based subliminals to those promoting self-love and confidence. She now believes the issue lies with specific creators who employ "wrong or negative affirmations," leading to unintended manifestations. She now exclusively seeks out "trusted" creators and produces her own subliminals, including one claiming to promote height growth.
The Cycle of Self-Blame and the Public Health Implications of Body Dissatisfaction
From Kimberlee’s perspective, clients who do not achieve desired results may lack sufficient persistence or genuine desire. She advises them to "Don’t be so hard on yourself, either. Give yourself a break. Do a lot of self-care." Dr. Markey, however, cautions that this coaching approach can exacerbate self-blame. "When manifestation practices fail to produce visible appearance changes, young women may feel disappointed, frustrated, ashamed, or even more preoccupied with their looks," she explains. "Instead of reducing insecurity, these practices can reinforce the idea that the body is a problem to fix and that failure reflects a personal deficiency, rather than an ineffective method."
Kat’s experience illustrates this point, as the lack of results left her in a state of limbo, feeling capable of achieving greater beauty but uncertain of how, due to perceived personal shortcomings. Laila, too, experiences frustration, particularly regarding her acne, but reminds herself that "wavering delays result, and that the only person that can really drag yourself out of it is you." Lauren attributes her challenges in manifesting a straighter jaw to emotional holding patterns, believing she must "work through past trauma" to achieve this physical change.
Experts consistently emphasize the detrimental impact of a relentless pursuit of physical alteration. The negative influence of social media on young women’s body image is well-documented, prompting research and legislative action in some regions. "For several decades now, science has known that chronic dissatisfaction with one’s body or appearance is harmful for both psychological and physical health. So this is truly a public health issue for women," states Dr. Boseovski. "Body dissatisfaction is related to mental health issues, including depression, anxiety, eating, and body dysmorphic disorders. But it is also related to more ‘everyday’ issues with our self-image, such as a tendency to ruminate on negative experiences, and a hyper-sensitivity to the negative."
Kat now recognizes that the failure of her manifestation goals was not a reflection of personal inadequacy and credits therapy with fostering a healthier body image. "I definitely realize now it’s not possible to manifest physical-appearance changes… but I’ve been feeling better in how I perceive myself," she says. "Nowadays, I try to treat myself more as a friend and someone I love closely, rather than as my enemy." This shift towards self-compassion and acceptance, rather than an external pursuit of change, represents a crucial turning point in navigating the complex landscape of self-perception in an image-saturated world.
