Men Are Rethinking Their Relationship With Fragrance

Men’s fragrance is moving beyond the traditional idea of a single, signature cologne. Pinterest’s 2026 Men’s Trend Report points to a more deliberate approach to scent, with searches for “fragrance wardrobe” up 159%, suggesting growing interest in treating fragrance as part of a broader personal routine and choosing scents according to mood, occasion or aesthetic.

The shift is reinforced by several other fragrance-related search gains. Searches for “perfume discovery set” jumped 167%, while “men's perfume collection” rose 113% and “signature scent” increased 111%. “Fragrance collection” searches were up 61%, while “sandalwood scent” climbed 25%.

Together, the data suggests an interesting tension in men’s fragrance: consumers are exploring more scents while still looking for a defining signature. Rather than abandoning the concept of a signature scent, men may increasingly be building a collection around it, with discovery sets and multiple fragrances providing ways to experiment.

Pinterest places these trends within its broader “Quiet Upkeep” category, which frames grooming as intentional, consistent maintenance rather than occasional self-care. Alongside fragrance, searches are climbing for men’s skin care products (+280%), men’s skin care (+165%), red light masks (+156%) and scalp care (+82%).

Fragrance is also increasingly being treated as part of a larger personal style. In the report’s “Workwear Wardrobe” trend, Pinterest describes fragrance alongside clothing and accessories as a subtle signal of capability, taste and lifestyle. Searches for vintage workwear outfits, for example, were up 442%, while men’s chain necklaces rose 351%.

The audience driving these shifts is particularly notable. Gen Z men’s Pinterest searches increased 17% year over year and now account for more than 62% of male monthly searches on the platform. For fragrance marketers, the signal is clear: men’s scent is increasingly about personal curation, discovery and self-expression, rather than simply finding the one cologne that becomes a default.