The market for men’s fragrances has grown considerably in the United States in just the past few years, and in 2025 stood at $3.29 billion, up from $2.49 billion in 2021. The number of influencers hawking smells has also increased sharply, according to social media data, which found that while there has been an eight-fold increase in the number of fragrance influencers marketing to women from April 2024 to April 2026, that increase is 12-fold for the men. Some of them are giving advice like spritzing 100 times, which, come on, this is just Axe Body Spray with extra steps and a higher per-ounce price point.
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