Gen Z and Gen Alpha boys are getting dedicated fragrances. The conversation around teen and young adult boys getting invested in fragrance has been going on for a while now. But because of gaps in mid-range price offerings for boys, their interest has largely been dominated by luxury choices lauded on TikTok like Dior Sauvage. So, it’s no surprise new brands are finally making concentrated efforts on them. Tween girl-beloved Sol de Janeiro just launched a Sephora-exclusive cologne, while Snif debuted a whole young male-geared label at Ulta. And though many of their colognes and body sprays (which are increasingly popular with younger gens) are often driven by peer recommendations online, some brand execs say they’re seeing young boys head to stores to browse, too. Sephora ran a fragrance event in May with big signs saying “The Boys are at Sephora” in an attempt to bolster this brand relationship. (BoF)
👀 Read more from YPulse: How Many Tweens and Teens Wear Perfume or Cologne—And What Kinds
