Title: Young Boys Embrace High-End Designer Fragrances, Influenced by TikTok
On a recent trip to Sephora, 11-year-old Lincoln Rivera surprised his mother by asking for a $125 atomizer of Yves Saint Laurent eau de parfum. This request is part of a growing trend among young boys who are becoming infatuated with designer colognes, influenced by social media platforms like TikTok.
Lincoln, a fifth grader from Westchester County, N.Y., expressed his desire to smell even better than he already does with just deodorant. His interest in high-end fragrances was sparked by his hockey teammates, who have also been asking their parents for luxury colognes.
According to a recent survey, teenage boys’ spending on fragrance has increased by 26 percent, with luxury brands like Valentino and Jean Paul Gaultier gaining popularity among younger consumers. Middle schoolers are now discussing high-end fragrances with the same enthusiasm as sommeliers analyzing wine.
Influencers on TikTok, such as Jeremy Fragrance and Tristan Rodriguez, are guiding young shoppers in their quest for the perfect scent, a trend known as “smellmaxxing.” These influencers recommend scents for different occasions, from working out to date night, further fueling the interest in designer fragrances among teenagers.
While some parents and teachers express concerns about the appropriateness of these products for a young audience, teenagers see colognes as a way to exude maturity and status. For them, smelling good is essential in various social situations, including talking to a girl.
As the fragrance industry continues to target younger consumers, brands are eager to capture the loyalty of this demographic early on. With the rise of social media influence and a desire for sophistication, young boys like Lincoln and his peers are embracing high-end designer fragrances as a way to express themselves and stand out among their peers.
