Beauty
More people are seeking perfumes that repel men instead of attract.
Modern perfumery is constructed to attract.
Traditionally, at least.
For decades, the overarching narrative has been that smelling delectable will result in romantic or sexual attention.
The currently trending fragrance families, likegourmandsand skin scents, promise to do just that.
But in 2025, not everyone wants their scent to send out a mating signal.
The political and social climate is riddled with attacks on reproductive rights.
Meet the world of man-repelling fragrances.
Uninviting fragrances as a business idea has legs.
Others simply want to grab a solo barside martini without their perfume broadcasting an open invitation to make conversation.
to get to repel, one must first understand what attracts and that is learned behavior.
Tried and tested scents and notes work because they have succeeded before.
It’s a matter of conditioning: we smell them around a context that promotes dating.
They also work by conflating vision and olfaction.
What sexually attractive women or men choose to wear then becomes sexually attractive by association, Vosnaki adds.
You, the wearer, have to center your own taste.
Fragrance is expected to mirror all your facets instead of just being an olfactory Tinder.
As a result, fragrance is being used as feeling.
It’s a steely, near-metallic juice, which has somehow managed to make leather accords transparent and space-like.
Vyrao Mamajuju, composed by Meabh McCurtin, is strange, otherworldly, and yet totally compelling.
DA
Eris Ma Beteis a beguiling, animalic, aldehydic, floral cocktail.
Its a fragrance inspired by themes of class, capitalism, and family in the filmParasite.
To me, it smells like an abandoned hospital where stagnant water pools andflowers bloom simultaneously.
It’s stunning and haunting.
Vernon
Marlou Poudrextaseis poopy doll head meets teen deodorant.
It’s sweaty and fecal, and simultaneously powdery and clean.
In no way subdued, but entirely tender.
Vernon
InMaison dEtto Rotano, manure meets moss and musk.
It contains an actual horse accord and evokes saddles, stables, horse hair, and… poop.
I think this is a modern masterpiece.
They’re at odds with anything thats trendy right now.
Vosnaki
I woreOdeur 71up until we started D.S.
I loved it for how weird it was.
Kavi Ahuja Moltz, co-founder,D.S.
It’s comforting, homey, and chill alluring in its own way but not seductive.
It creates a gentle but definitive boundary against shenanigans.
Because of that, they don’t need external validation, especially not from potential suitors.
Chikumbu
Frederic Malle Hopeis a shield against anyone who doesn’t have something substantial to bring to the table.
This is the CEO fragrance.
The wearer only wants to interact with people who are worth their time.
It might intimidate some people away, but that’s exactly the point.
Chikumbu
Balmain Carbone, a dark musk, is a polarizing scent.
It’s very leathery and can be a bit disturbing for some people.
It’s loud and fruity at first and then settles onto the skin with unexpected leathery notes.
I love the fragrance, yet it’s anything but pretty.
Ingrid Nilsen, chief creative officer and co-founder ofThe New Savant
Fischersund Faux Flora Discovery Setis a fragrance masterpiece.
Each of the five scents in this set represents a moment in time from birth to death.
One of my favorites is Death.
There’s a haunting sense of peace that lingers within the perfume and its beauty is devastating.
It’s the antithesis of life itself, which in turn creates a sense of joy for being alive.
