When American Psycho hit cinemas in 2000, Patrick Bateman’s morning routine was pure satire, a grotesque ritual meant to mock the narcissism of the yuppie elite. Back then, most men’s idea of grooming was limited to splashing some hot water on one’s face and shaving with a bar of soap. Fast forward 25 years, and we’ve entered the era of the “Dewy Dude,” where the average guy knows the difference between a cleanser and a toner and there are entire podcasts devoted to helping the bros achieve that perfect glow.
When everyone has a grooming routine, the products on our shelves become more than just about function—they become part of our identities. Just like your bookshelf or your coffee order, your skincare regiment is now yet another piece of you that expresses to the world who you are and who you want to be.
Maybe you’re a Boom Boom Yuppie, chasing optimal glow with the same intensity you chase high-yield returns. Or a Downtown Creative King, chasing glass skin to go with your little top, big pants outfit. Or maybe you’re a Bryan Johnson-esque Wellness Hustler hoping to cheat death via retinol.
Welcome to the skincare archetypes that define the modern man in 2025.
The Boom Boom Yuppie
The man who seeks ’80s excess without that decade’s premature fine lines.
As retro excess returns with Luca Guadagnino’s planned American Psycho reboot, tax cuts for the rich, and the $25 mini martini, the yuppie is—as the trend forecaster Sean Monahan observed when he coined the term “boom boom aesthetic”—back in style. He’s mid-30s, looks late-20s, and spends like he just got a golden parachute. This is a man that does not believe in aging with grace, but defying it in full force.
What he uses
He’s after performance, but also packaging. His products must work, sure, but they also need to match the cold precision of his vanity. His holy grail is Augustinus Bader’s The Rich Cream, a $500 potion originally designed for burn victims and now marketed as a cure-all for fatigue, fine lines, and questionable life choices. He could grab a $15 hyaluronic acid serum from The Ordinary, but why do that when Dr. Barbara Sturm exists? He prefers his hydration backed by a teutonic-sounding German doctor. After hours, he straps on the Dr. Dennis Gross LED mask. It may make him look like Iron Man, but it’s worth it for the skin elasticity boost.
How he smells
In daylight hours, our boardroom hero is reaching for Maison Francis Kurkdijan’s Acqua Universalis Cologne. With notes of citrus, pepper, and cedar, it smells like a pressed white shirt and a deal to be made: masculine but measured. When out on the town, he switches to Nasomatto Duro—a subtle, smoky, and softer number that signals intense sophistication. Like the revival of high priced comfort food restaurants, it pairs well with soft tailoring and low lighting.
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