It is not new. It is not thirty years old. In Europe it was very common among the Ashkenazim to have peyos both behind and in front of ones ears. The Vilna Gaon, the Netziv, the Chazon Ish, Rav Shimshon (ben) Refoel Hirsch, Rav Moshe, Rav Yaakov, Rav Aharon Kotler all had noticeable payos. Rav Chaim Brisker, the Brisker Rav, Rav Chaim Kanievsky and his father the Steipler all have/had peyos. Rav Beinish Finkle and Rav Noson Tzvi both had Peyos
Unfortunately, some of these minhagim were lost as Yidden crossed the Atlantic before, during, and after the war. B”H they are being returned to there original place.