How a marketing guru from 1950 instilled a fear of 'mind control' that still exists today

Everyone seems desperate to find something that works for them to live a happier, healthier life, whether competing in 90-minute “space-out competitions” or starting their day at 5:30 am. What are we fighting against, exactly? Chaos. Constant overstimulation. Endless notifications. Economic uncertainty. Burnout at work, burnout at home, and burnout with friends and family. Enter: Cozymaxxing, the latest viral trend sweeping the Internet that asks: What if making our homes as cozy as possible leads to increased mental health?

There is no better feeling than when science confirms your favorite things—delicious cured lox salmon packed with all its glorious fatty acids, swearing like a sailor, and keeping secrets are, in fact, really good for you. And now, you can add cozymaxxing to that list. Scientists are finding that making your space as cozy as humanly possible—effectively, “maxing” it out—can lead to improved health benefits, including lower cortisol levels and better sleep.

Is cozymaxxing the ultimate stress antidote? Science says yes. Photo credit: Canva

Online, cozymaxxing is a choose-your-own adventure trend, with creators showing off their various plush, inches-thick blankets; soft lighting (the trick is to never use overhead bulbs), candles that flicker and smell of your favorite scent (I’m partial to spiced apple toddy, a gift from my mom that’s sitting on my desk right now); and an obligatory mug filled with something nice and warm. For them, it’s not about the furniture you buy or the size of the apartment you live in: cozymaxxing is a state of mind. By using a few tools, like soft lighting and engaging the senses, any moment or space can become “cozy-maxxed,” transforming your current environment into an absolute haven.

As user @cozy.games explains while touring her cozy-maxxed room, “The concept of a cozy hobby room was something I dreamed up years ago when I thought, ‘Hmmm, not quite a craft room, not quite a library, but not a gaming room either!’ As a hobby hoarder, this is the perfect solution! Everything mushed together in the perfect little escape.”

You have to admit, the room looks darn cozy.

There’s a reading nook lit by the gauzy glow of a paper lantern. There's a large circular chair is an especially enticing focal point, with its opulent, white and fluffy blanket, decorative gingham pillow, and a teeny stuffed rabbit (for company). The duo-use gaming and craft center sits up against the window, where she’s set up an ergonomic desk and chair, along with a pastel-hued keyboard and dozens and dozens of different colored pens. “While a lot of gaming happens here,” creator @cozy.games narrates, “this is where I spread out and do a lot of my more artistic, hands-on hobbies.”

The comments are bright with praise: “Your cozy hobby room is a dream!” writes one person. “I would never leave that room,” says another.

Other commenters fantasize about their future cozymaxxing, with one writing, “This is how I plan to fill my kids' rooms once they are grown and out.”

How is cozymaxxing different from hygge?

Getting snuggly and comfortable are not new concepts, and cozymaxxing itself draws on traditions including “nesting” and hygge. However, as a marketing and branding company, Boxwood, points out that although hygge and cozymaxxing share similarities, they are not the same. “Cozymaxxing is not to be confused with the Danish concept of hygge,” they write. “Hygge emphasizes simplified, comfortable atmospheres and a sense of well-being. It involves creating an uncluttered, inviting environment, often through warm lighting, comfortable textiles, and shared moments with loved ones.”

Consider cozymaxxing “hygge on steroids.”Photo credit: Canva

However, cozymaxxing is inherently not minimalist. Consider it “hygge on steroids.” Boxwood describes the difference like this: “[Cozymaxxing] has a more maximalist bent that embraces collecting and layering rather than Hygge, which focuses on decluttering and simplifying.”

Cozymaxxing began to take off online on platforms like TikTok and YouTube at the beginning of 2025. Martha Stewart’s website describes cozymaxxing as “the practice of engaging in multiple self-soothing activities that center around your senses and embody the true essence of comfort. There is no right or wrong way to practice cozymaxxing, as long as you’re doing things that bring on feelings of comfort and calm.”

So, why is cozymaxxing having a moment right now?

There are multiple reasons why this intentional and serene approach to life might be so enticing, such as:

1. Burnout: Ken Fierheller, registered psychotherapist at One Life Counseling & Coaching, tells Healthline, “People are burnt out and looking for ways to create little pockets of peace in their lives.” He continues, “There are a lot of stressors in the world right now, and finding little moments of feeling safe and cozy is a great way to relax and de-stress.”
2. Rejection of hustle culture: In a world where people are trying to maximize so many other parts of their lives, cozymaxxing rejects the idea that life needs to be “perfected” or that the “grind never stops.” In fact, it’s healthy to take pauses: “People are increasingly rejecting the glorification of busyness and hustle culture, opting instead for self-care and balance,” says Ritika Suk Birah, consultant counseling psychologist and founder of Reflect with Dr. Ritz.
3. Post-pandemic effects: Now that many of us are embracing life at home in a new way, whether that be efficient work from home set-ups, or novel parenting techniques, cozymaxxing offers a way for people to re-discover the power of their personal spaces. Dr. Suk Birah adds, “Economic stress, climate anxiety, and political instability make people crave a sense of safety and control, and we often find this in cozy, familiar environments.”
4. Health benefits:VeryWellHealth states cozymaxxing is “a minimum-effort way to manage your mental health and relieve stress.” By making time for yourself and bringing an awareness to comfort and ritual creation, cozymaxxing can have a variety of health benefits, including emotional regulation, improved sleep, and reduced cortisol levels.

How to incorporate cozymaxxing into your own life

Inspired? Well, then it’s time to get cozy. Remember, there is no wrong or “right” way to cozymax; it’s all about finding what works best for you.

• Create a cozy corner: Like creator @cozy.games, designate a spot in your home for rest, then max out the space out with plush blankets, pillows, and stuffed animals.
• Turn the lights down: Instead of harsh overhead lighting, opt for softer, dimmer choices like table lamps, string lights, candles, or salt lamps. An essential oil diffuser with a soft light option, like this one from Muji, can make a world of difference.
• Warm beverage ritual: What’s cozier than having a warm mug in your hand? This may take finessing, but find what brew works for you: try decaffeinated options, like lavender, peppermint, fennel, barley, chrysanthemum, or Sleepytime Tea.
• Escape into soundscapes: Lure yourself into coziness by playing soft, soothing music in the background, binaural beats, or nature sounds. For an extra-sensory kick, use noise-cancelling headphones.
• Scent and ambiance are key: Comforting scents like vanilla, sandalwood, or pine can send cues to the body that it’s time to relax.

The best part about cozymaxxing? You don’t need to spend money. “Don’t feel like you have to buy all the things that are shown in those TikTok videos to practice cozymaxxing,” reports licensed mental health counselor Amber Kinney. “What works for one person might not work for another.” So, the next time you’re feeling overwhelmed, try dialing up the vibes with cozymaxxing. Your nervous system might thank you.