Teenage boys are all about smelling great in pricey designer and niche scents. Thanks to TikTok, they’re officially Smellmaxxing
Smell Big, Smell Expensive, Smellmaxxing. This expression emerged on social media to describe a new trend among teen and even tween boys. They’re dousing themselves in fine fragrances and luxury label scents that are both pricey and rare, creating an aura of luxury and indulgence around them. That’s what Smellmaxxing is all about.
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Splashing Out on Designer Fragrances and Niche Perfumes
According to a study on how young male consumers spend their money, conducted by investment bank Piper Sandler, teenage boys’ annual spending on fragrances has risen by 26 percent since last spring.
The biggest market shares have gone to the creations of top luxury brands or sophisticated, costly niche labels. The private collections of Christian Dior, Chanel, and Tom Ford are particularly popular.
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TikTok’s Scented Stars
These young male clients take their cues from their peers on TikTok, tailoring their fragrance choices to different occasions and times of the day: at school (yes, even in class), at the gym, and for romantic dates.
@TheCologneBoy, a 17-year-old collector, boasts 1.8 million followers on TikTok. The profile @KidsSmellFragrance was created by even younger consumers, self-described as “Scent Beasts,” under parental supervision. In both cases, these young TikTokers display expertise and confidence in their tastes. They offer advice on where to spray fragrances, how to make them last all day (e.g. by applying a moisturising lotion first), and where to store them.
@thecologneboy Fragrance of the Day! #fragrance #cologne #thecologneboy ♬ original sound - TheCologneBoy
Smellmaxxing as Empowerment
And it’s not just about seduction, even for the boys. Smellmaxxing is a form of empowerment and self-expression.
“The language they used sounded more like the stuff of sommeliers than middle schoolers,” wrote The New York Times, which recently dedicated a long article to the Smellmaxxing phenomenon. “For many boys, the appeal of designer fragrances is in the air of maturity they confer upon their wearer. Young people say the scents make them feel more adult and talk about them in a manner that emulates the older fragrance influencers they follow online.”
Meet the “Michael Jackson of Perfume”
Among the most admired fragrance influencers, besides the young ones mentioned, is the German Jeremy Fragrance, dubbed the “Michael Jackson of perfume” for his successful YouTube videos.
A former model turned social media personality and businessman, @JeremyFragrance is closely followed by young men keen to navigate the world of fragrance without missteps.
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Smellmaxxing in Every School Class
Some teenage boys are not afraid to experiment with layering different scents to create stronger, personalised fragrances. And, as mentioned, they even wear them to school.
Many American teens carry large bottles of perfume in their backpacks along with their books, and they reapply the perfume throughout the day to maintain their fragrant aura.
How Teens Afford £200 Colognes
You may be wondering how these students can afford perfumes that can cost over £200. The study mentioned also provides an answer: they save up their pocket money or some “gift” funds from family to splurge on these luxury bottles. Often, these high-end colognes are requested as birthday or Christmas presents.
Silvia Manzoni
Journalist and Beauty Expert