Young men have stopped showering. Bring back Brylcreem and the well-groomed man

Beauty Hair Young men have stopped showering. Bring back Brylcreem and the well-groomed man The Telegraph Stephen Doig Thu, September 24, 2026 at 1:00 PM UTC Add us on Google There was a simpler time, now long since #cancelled, in which children would disappear inside Enid Blyton's evocative language of a Britain of times gone by: "lashings of ginger beer" and pillowy egg sandwiches devoured "with relish". Now, Gen Z would call it picnicmaxxing, perhaps with a side of ginger shotmaxxing. The social media trend for "maxxing" has been one of the more tiresome side effects of a life lived entirely online among the younger generation in 2026. You can't brush your hair without calling it "looksmaxxing", eating a chicken salad is "proteinmaxxing" and nodding off is "sleepmaxxing", all curated in reels (but very much not real) for a TikTok audience.