Move over Dior Sauvage, Gen Z guys are loving YSL’s fragrance. The brand’s men’s cologne line has soared in popularity lately, with YSL Y alone seeing over 48% growth and more than a 53% jump in search interest in the past year. TikTok has only fueled the hype, and celebrity faces like Austin Butler have made the label more appealing to young men. Its popularity shouldn’t come as a surprise—many young men are leaning into “smellmaxxing” and building full scent wardrobes. YPulse data shows 55% of 13-17-year-old boys now use fragrance, and 60% of 18-24-year-old males do. Plus, our Cool Brands special report shows Dior is a top cool brand among young adults—males especially—and their interest in designer fragrances plays no small part in that cool factor. (Purewow)
👀 Read more from YPulse: How Many Tweens and Teens Wear Perfume or Cologne—And What Kinds
