The boys are scent wardrobing.
So much so that Scentbird, the monthly fragrance subscription platform founded in 2014, has seen its men’s subscriber base grow 33 percent year-over-year, rising from 240,000 in 2024 to 320,000 today. This outpaces the platform’s overall 25 percent growth in the period, during which subscribers rose 25 percent from 800,000 to 1 million.
These increases come as the fragrance category continues to soar both in the prestige and mass markets, ranking as beauty’s fastest-growing category overall.
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New entrants to the category are younger than ever. Teenage boys, in particular, have demonstrated an affinity for the world of scent — and increasingly opting for smaller-size bottles as they expand their collections far beyond one, two or even three signature scents.
Scentbird, which allows subscribers to trial an 8-ml. scent of their choosing for roughly $17 per month, has been well-poised to benefit from this boom alongside scent decanting websites like Lucky Scent and Scent Split, which similarly allow a lower cost to entry than committing to full-size fragrance bottles.
Among men, scents by designer fragrance brands like Versace, Gucci and Dolce & Gabbana are among the most-queued on Scentbird, with niche brands like Ex Nihilo and Michael Germain similarly seeing traction.
Here, the 10 most popular men’s fragrances on Scentbird year-to-date.
1. Versace Eros, $139
2. Gucci Guilty Pour Homme, $137
3. Dolce & Gabbana Light Blue Eau Intense Pour Homme, $136
4. Dolce & Gabbana The One for Men, $132
5. Ex Nihilo Blue Talisman, $245
6. Versace Dylan Blue Pour Homme, $120
7. Confessions of a Rebel F*ck Mondays, $48
8. Burberry London For Men, $110
9. Tumi Dusk, $175
10. Michael Germain Sexual Oud Rouge Pour Homme, $180