The past few years have seen a dramatic backlash against identity politics from academics such as Michael Sandel, Kwame Appiah, Mark Lilla, and Francis Fukuyama. In the vocabulary of identity conceptions, we can classify this as a reaction to a growing dissatisfaction with the perceived hollowness and ineffectiveness of “authenticity” that calls for a return to “sincerity”—or a “Political New Sincerity.” We argue that a third identity paradigm is in play as well, namely “profilicity.” This profile-based approach to understanding oneself, others, and the world has had a major impact on social and political life, and yet has gone largely unnoticed or otherwise been mis-diagnosed. Our analysis provides a critical reflection on the emergence of profilicity to pave the way for developing insights into our changing sociopolitical and inter-personal landscapes.