What’s with the sudden obsession with “looksmaxxing” among men?

I keep seeing this term everywhere lately. So many guys online are talking about skincare routines, getting better haircuts, improving their style, working out, analyzing their facial features, etc.

Is looksmaxxing basically just the male version of what women have been doing with beauty, fashion, skincare, and makeup for years? Or is there something different about the way men are approaching appearance now?

Curious to hear people’s thoughts.