It doesn’t take a trained nose to notice that men’s fragrance habits have been changing. On morning commutes in packed subway carswherein personal space becomes a non-entityI can intimately survey the scent landscape of the men around me (albeit not by choice). The classic fougère colognes of yesteryear have taken a backseatand more than ever I’m smelling men wearing unique colognes that feel individualized instead of groupthink-approved classics.
From #fragrancetok to smellmaxxingmore than ever do men have space to discuss their fragrance preferences and find new means of self-expression through scent. Soto help you join in on on the fun and find the best cologne for youI’ve asked top perfumers and fragrance world juggernauts to weigh in on the trends you’ll see flourishing in 2026 when it comes to men and their fragrance habits.
Our experts
- Bruno JovanovicDSM-Firmenich Principal Perfumer
- Trey TaylorFounder and Perfumer of Serviette
- Ines GuienDossier Chief Operating Officer and Head of Dossier Creative Lab
1. Gender boundaries
"More and moremen are discovering and playing with notes that were generally marketed or seen as female-coded: notes that are fruitiermore floralor more gourmand and candy-like." — Trey TaylorFounder and Perfumer of Serviette
"There is a strong push toward more gender-neutral fragranceswith elements like woody notes appearing more frequently across traditionally feminine compositions as well." — Bruno JovanovicDSM-Firmenich Principal Perfumer who has worked on cult classic scents like Abercrombie Fierce and Montblanc Explorer Platinum
2. Sweet scents
"Gourmand notes such as vanilla and amber are becoming increasingly popular and are being incorporated more prominently into modern men’s fragrances." — Bruno Jovanovic
"Traditionally gourmands were marketed towards womenbut today we’re seeing men experiment with more unisex gourmands featuring notes of vanillachocolatecarameland more." — Ines GuienChief Operating Officer of Dossier
3. Food notes
"Things like bananasblueberriespistachiomatchaand even rice are being incorporated into more scents. I’ve also seen more unexpected notes like soy sauce or fresh baked bread pop in recent perfume launches." — Ines Guien
"Rice or toasted rice seem to be very popular in niche perfume right now." — Trey Taylor
4. Intimate projection
"There’s a growing disinterest in the 'beast mode,' over-projecting ambers that dominate a space before a person does." — Trey Taylor
5. Skin scents
"Skin scents give 'my skin but better' and work for every outfitoccasionor mood. They’re clean yet sensual with this seductivealmost magnetic pull. Most skin scents contain muskswhich we see in a lot of fragrances marketed toward men." — Ines Guien
6. Classics with a twist
"This yearI think we’re going to see these classically masculine categories get less intense and more unisex. We’ll see categories like woodyfreshand spicy experiment with new notes and become roundermore blendedand softer." — Ines Guien
"Woody profiles remain foundational but are now often combined with amberleatherand gourmand notes to add depth and warmth." — Bruno Jovanovic
7. Experimental notes
"I've been tracking this trend of pleasure-making fragrances that feature sex-positive notes like latexneoprene leatherand leopard print in perfumes... Now more than ever people want to be stinky! There is BORNTOSTANDOUT’s Filthy Muskwhichas the name suggestsis a bit dirty and Toskovat's infamous Inexcusable Evilwhich has notes of iodine and blood." — Trey Taylor
8. Layering & fragrance wardrobes
"Because of perfume's surge in popularity in recent yearsdriven primarily by menit's become a collection-oriented hobby where men are enthusiastic about adding to and showing off their collection of fragrances on social media." — Trey Taylor
"Modern men are not trying to smell like a traditional classic cologne anymore. They are experimenting as they build their fragrance wardrobes. They’re also playing with layering to create new combinations." — Ines Guien
