It doesn’t take a trained nose to notice that men’s fragrance habits have been changing. On morning commutes in packed subway cars, wherein personal space becomes a non-entity, I can intimately survey the scent landscape of the men around me (albeit not by choice). The classic fougère colognes of yesteryear have taken a backseat, and more than ever I’m smelling men wearing unique colognes that feel individualized instead of groupthink-approved classics.
From #fragrancetok to smellmaxxing, more than ever do men have space to discuss their fragrance preferences and find new means of self-expression through scent. So, to help you join in on on the fun and find the best cologne for you, I’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 Jovanovic, DSM-Firmenich Principal Perfumer
- Trey Taylor, Founder and Perfumer of Serviette
- Ines Guien, Dossier Chief Operating Officer and Head of Dossier Creative Lab
1. Gender boundaries
"More and more, men are discovering and playing with notes that were generally marketed or seen as female-coded: notes that are fruitier, more floral, or more gourmand and candy-like." — Trey Taylor, Founder and Perfumer of Serviette
"There is a strong push toward more gender-neutral fragrances, with elements like woody notes appearing more frequently across traditionally feminine compositions as well." — Bruno Jovanovic, DSM-Firmenich Principal Perfumer who has worked on cult classic scents like Abercrombie Fierce and Montblanc Explorer Platinum
Escentric Molecules Escentric 05 Eau de Toilette
Escentric Molecules Escentric 05 Eau de Toilette
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 women, but today we’re seeing men experiment with more unisex gourmands featuring notes of vanilla, chocolate, caramel, and more." — Ines Guien, Chief Operating Officer of Dossier
Snif Notewrks Room for Dessert
3. Food notes
"Things like bananas, blueberries, pistachio, matcha, and 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
Serviette Priscus Eau de Parfum
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 outfit, occasion, or mood. They’re clean yet sensual with this seductive, almost magnetic pull. Most skin scents contain musks, which we see in a lot of fragrances marketed toward men." — Ines Guien
Snif Me Eau de Toilette
6. Classics with a twist
"This year, I think we’re going to see these classically masculine categories get less intense and more unisex. We’ll see categories like woody, fresh, and spicy experiment with new notes and become rounder, more blended, and softer." — Ines Guien
"Woody profiles remain foundational but are now often combined with amber, leather, and gourmand notes to add depth and warmth." — Bruno Jovanovic
Dossier LOST AMERICANA
7. Experimental notes
"I've been tracking this trend of pleasure-making fragrances that feature sex-positive notes like latex, neoprene leather, and leopard print in perfumes... Now more than ever people want to be stinky! There is BORNTOSTANDOUT’s Filthy Musk, which, as the name suggests, is a bit dirty and Toskovat's infamous Inexcusable Evil, which has notes of iodine and blood." — Trey Taylor
Vyrao Ludatrix Eau de Parfum
8. Layering & fragrance wardrobes
"Because of perfume's surge in popularity in recent years, driven primarily by men, it'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
D.S. & DURGA I Don't Know What Eau de Parfum
