Designed to change facial structure by causing microfractures, the disturbing internet craze has gained popularity due to male influencers promoting "looksmaxxing".
It's an online subculture originating from the manosphere and specifically targets vulnerable young men.
But what if the same manosphere could be populated with positive influencers instead?
It's the topic up for discussion at an international gathering of advocates and policymakers gathering in Rio De Janeiro.
The MenCare Changemaker Summit is being held from May 27 to 30. It will include a Boys and Men Festival, which will be open to the public, to hear about masculinity, care and solutions to end gender-based violence.
Equimundo co-founder Gary Barker, a global organisation working to engage men and boys on gender inequality, has helped bring together 100 "changemakers" from across the world for the event.
"So much of our work is looking at men and boys and saying there's harm here, and we're trying to prevent you from being something or doing something," he told AAP.
"How do we flip that around and say, how would you design policies, environments, the narratives that are happening in these spaces, so that they program for the good.
"What's the opposite of harmful masculinity? What's the opposite of harmful voices online? The throughline for us is caring manhood."
Topics will include prevention of violence, role models, fatherhood, racial injustice and how men can become active bystanders and call out harm.
Another area of interest is whether toxic online male spaces can be rehabilitated and how tech companies can engage males in positive conversations instead of removing their profiles and allowing them to return under new identities.
"It's almost kind of restorative justice applied to online spaces," Dr Barker said.
The 100 changemakers include leaders and decision-makers from business, media, culture, society and government from six continents.
Several Australians will share their work at the summit, including Equality Institute founder and executive director Emma Fulu, one of the changemakers.
"I've never seen an event that's convening at this level around this conversation," she told AAP.
"Particularly in the political moment that we're in, when we're seeing the rise of harmful masculinity online, and an epidemic of loneliness and disconnection.
"It's never been a more urgent time to have this conversation."
Dr Fulu, who will tackle topics of democracy, violent extremism and tech, is looking forward to coming together to solve these "big challenges".
"Thinking about how masculine norms influence men and boys behaviour, both online but also how that plays out in real world radicalisation and violence," she said.
"It's not just about what the problem is; it's really thinking about what are the solutions.
"Tech is creating increased and varied forms of harm but it also has the potential to bring together new solutions and investments."
The summit will move to Melbourne next year, with Men's Project general manager Samuel Ware heading to Brazil to learn about how to best support and deliver the Australian event.
He will also be speaking on a panel to discuss the crisis of connection, which he said will focus on connection to place, environment and people.
"The indifference to harm and suffering that might take place in our society is one thing," Mr Ware said.
"But underneath it all there's probably a need to cultivate care for ... the various other parts of the natural systems that we share the planet with."
*AAP's reporter will travel to the MenCare conference with the assistance of Minderoo
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