Fragrance’s New Frontier: How TikTok is Shaping the Future of Scent…

In our latest issue of The Scented Letter magazine, I delve into the fascinating world of young men who are reshaping the fragrance industry through their passion and engagement on TikTok. This digital revolution has sparked a scented awakening among teenage boys and young men, transforming how fragrances are discovered, discussed, and purchased.

As I explored this phenomenon, I was struck by the insights of Haydn Williams, fragrance writer, event speaker, and host of the Man in the Mirror podcast [you can find him @yousmellgreatwhatisit on Instagram]. Haydn observes, ‘The surge in interest from teenage boys into fragrance leads to a kind of cognitive dissonance in older generations – and as a 51 year old male, I definitely include myself in this! It just doesn’t quite tally with our memory of how things used to be, or how we imagine things to be now.’

Indeed, the stereotype of the smelly teenage boy is being shattered by a new generation of fragrance enthusiasts. These young men are not only collecting fragrances but also immersing themselves in the artistry behind them. From saving up for their first bottle of Montblanc Legend Spirit to exploring niche brands like Orto Parisi and Toskovat, as you will discover in my full feature, their perfumed passion is palpable.

Haydn notes, ‘I’m sure it helps that my wife and I love fragrance and talk about it, but, like most teenagers, the LAST people he would admit to being influenced by are his parents!’ This observation highlights the power of social media in shaping these young men’s interests.

‘Teen boy equals “Kevin and Perry”, a lack of personal hygiene, smelly socks and liberal use of cheap deodorant spray,’ Haydn reflects, challenging the outdated stereotypes many of us still hold. ‘The cliches (and the truths) of adolescence are hard-wired into us, so when we read that teenage lads are spending serious amounts of money on fragrance it doesn’t quite add up.’

The full feature in The Scented Letter magazine explores the journeys of several young fragrance enthusiasts, including Jay, Brandon, and William, each with their unique story of how they fell in love with scent. Their experiences offer a glimpse into how this new generation is approaching fragrance – not just as a means to smell good, but as a form of self-expression and artistry.

‘Of course the obvious place to start is social media and TikTok in particular,’ Haydn explains. ‘It has turned the most unlikely niche interests and people into celebrities (train spotting and Francis Bourgeois anyone?!) so perhaps we shouldn’t be surprised that some perfume content creators have made their mark and are connecting with younger men.’

Recently, even The New York Times got in on the olfactory revolutions, reporting on ‘Smellmaxxing, Explained: Some teenage boys have grown obsessed with designer fragrances that cost hundreds of dollars.’

Haydn provides a thoughtful perspective on what drives this trend: ‘Some of the fragrance content can cater to a fascination with extremes – the most expensive, the biggest projection, the best dupe, the most animalic – and you can see this is just an extension of content that younger guys are consuming elsewhere on other channels such as mrbeast and sidemen. There is no doubt that money, consumption and “the flex” plays a part too.’

The article also features insights from Kenneth Green Associates, offering a behind-the-counter view of how this TikTok-driven trend is changing fragrance retail. It was utterly fascinating to hear the ‘news from the fragrance floor’ from Head of Training at KGA, Alex Goddard [who you can follow as part of the @theperfumepros team on Instagram], and the highly experienced KGA sales consultants, who share their experiences of young customers entering stores armed with knowledge from online research, seeking specific fragrances they’ve seen on TikTok.

Meanwhile, not all retailers are catching up to the importance of making stores a place that opens their arms to these younger generations (who were perhaps eyed suspiciously by security guards as they entered in a perfumed pack), and Haydn raises an important point about retail experiences: ‘I’ve definitely seen more younger guys in stores and I know from people like “TJ Talks Scents” that they aren’t always made to feel welcome. I don’t know if this is because the staff think they won’t buy, that they just want to film content or even that they think they might shoplift? Whatever it is, retailers will need to work on this with training and staff development.’

As Haydn wisely points out, ‘In the same way that we encourage a love of reading and music in children, it can only be a good thing to foster a love of fragrance in boys, rather than sneering at it, or telling them they’re doing it wrong. It’s a joy that could and should be open to all, regardless of age or gender and one that can give a lifetime of pleasure.’

This TikTok-driven fragrance revolution is not just a passing trend but a fundamental shift in how the industry operates. It’s opening up new possibilities for creativity, self-expression, and even career paths in perfumery for young men.

To read the full article – with quotes from some of the leading #fragrancetok (one of THE biggest trending hashtags on the social media channel) boys of the moment on their own experiences, and discover more about this exciting development in the fragrance world, be sure to pick up the latest print issue of The Scented Letter magazine!

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[And why not check out our magazine editor Jo Fairley’s gorgeously evocative piece on ‘The Scent of Mummy’s Handbag‘, which has just been shortlisted for another Fragrance Foundation Jasmine Award?!]

The fragrance world is evolving, and these young TikTok enthusiasts are at the forefront of this exciting change. As Haydn so eloquently puts it, ‘Ultimately, I’m of the (perhaps simplistic) view that pouring more people into the fragrance funnel at the top that can only be a good thing for the industry and for consumers. Some of these teenage boys will move on to other interests, but for some it will take hold and forge a passion for perfume that will see them branch out to discover new favourites and new brands…’

If you’re intrigued by this topic, you can hear more from Haydn Williams himself at the forthcoming Barnes Fragrance Fair [@barnesfragrancefair] on May 17th, 2025. Haydn will be hosting a panel discussion titled ‘Men Smell!‘ exploring what fragrance means to men and boys in 2025. He’ll be joined by an illustrious group of guests including Dariush Alavi (better known as @persolaise), one of the world’s most respected perfume critics; TJ from @TJTalksScents, a popular fragrance and lifestyle content creator; Vesa Kalho @vesakalho Head of Beauty Buying for UK Department Store Fenwick; and Adam Hurly, American journalist and founder of @blueprintgrooming. This promises to be a fascinating discussion that will further explore the themes touched upon in our magazine feature!

AND, while we’re on the subject of Barnes Fragrance Fair – I will also be there presenting two talks: ‘Top of the Morning’ – a Breakfast TV-style magazine format talkshow to kick the whole event off with a bang at 9:30am, with my fabulous On the Scent Podcast co-host Nicola Bonn; and I’m doing a fragrance fair round-up of my top picks of the brands exhibiting their scented wares at Barnes, with the brilliant Alice du Parq at 11am. We can’t wait to see you there!

Witten by Suzy Nightingale