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Smellmaxxing is a term describing a phenomenon where pre-adolescent and adolescent males use fragrances to enhance their body odor. [1] [2] This trend occurred in 2024 and was fueled by social media, specifically TikTok. [1] [3] Designer fragrances are often used to achieve this, frequently at a high cost. [1] [3]
As adolescent males progress through puberty, body odor is a frequent occurrence; a stereotype that has persisted in the United States is teenage males using Axe body spray as their primary fragrance. [1] [4] With the ubiquity of social media, the trend of smellmaxxing became prominent. [5] As lower-end brands like Old Spice lost favor amongst Gen Z, more premium brands enjoyed a higher degree of popularity. [5] [6] Due to peer pressure in social arenas such as school, teenage boys conform to the trend. [5]
TikTok influencers often recommend using different scents for different occasions. [1] [3] Other aspects include where on the body to apply the fragrances, where to store the fragrances, and how to make the smell last longer, for instance by first applying a moisturizer. [3] The language used to describe the smells is not unlike that of sommeliers. [1]
Motivations for smellmaxxing may include seduction, [3] self-expression, [3] achieving popularity, [5] appearing more mature, [1] or as a way to relate to older role models. [1]
A survey by Piper Sandler Companies, an investment bank, demonstrated that since the spring of 2023, the annual spending on fragrance amongst teenage males rose by 26%. [1] [3] Dior, Chanel, and Tom Ford were particularly popular brands. [3] Teenage males often obtain these high-end items by saving their personal money and/or requesting them as gifts for birthdays or Christmas. [1] [3] Some classrooms have banned applying fragrances, and broken glass bottles of fragrance in backpacks became a regular occurrence. [1]
The trend has been pervasive in Western markets, but it also has gained traction in China. [7] However, cultural factors such as price sensitivity, fragrance preferences, and consumption patterns affect the Chinese market differently. [7] Nevertheless, the personal fragrance market demonstrated marked growth in China and is projected to grow. [7]