Male consumers are shifting away from traditionally masculine scents and towards tropical blends and florals, according to an analysis of TikTok search data from men’s fragrance brand AXE.
According to the brand’s research, searches for men’s summer scents increased over 1,000% on TikTok. Affordability continues to be a growing factor, with a n increase of 171% for “cheap summer fragrance men” on the app. Further, the brand’s analysis shows that men are wearing more fragrances socially, demonstrated by the surge in the search “party fragrance men” by 204%.
“Overall, men’s fragrance is evolving, with search data showing a sharp rise in interest for sweeter, tropical and fruity scent profiles,” the brand stated in its press release. “Notes like cherry, vanilla and coconut are trending. Clean, refreshing and floral accords are also gaining traction. At the same time, darker and traditionally masculine notes like leather, oud and woody accords continue to perform strongly. The takeaway is clear: men are no longer confined to one olfactory identity.”
Top Scent Categories for Men
- Tropical & Fruity (+1,000% search increase, 920,000 search volume)
- Dark & Woody (+1,000% search increase, 328,100 search volume)
- Citrus & Refreshing (+1,000% search increase, 311,600 search volume)
- Animalic (+1,000% search increase, 247,000 search volume)
- Floral (+225% search increase, 177,000 search volume)
- Clean & Soapy (+87.3% search increase, 271,300 search volume)
- Sweet Gourmand (+56.6% search increase, 183,000 search volume)
Top Trending Fragrance Notes for Men
- Cherry (+1,000% search increase, 329,000 search volume)
- Leather (+1,000% search increase, 41,600 search volume)
- Vanilla (+1,000% search increase, 36,800 search volume)
- Rose (+1,000% search increase, 21,400 search volume)
- Sandalwood (+706% search increase, 174,000 search volume)
- Coconut (+45% search increase, 1,650 search volume)
- Chocolate (+44.6% search increase, 297,000 search volume)
Trend Highlights
Tropical & Fruity
Tropical & Fruity is the leading scent category amongst men, a move away from traditionally "masculine" scents such as woods and aromatics. With searches such as "tropical colognes" racking up 252,000 searches, and "best fruity colognes" generating 275,000 searches – men are seeking more fluidity in their scent choices.
When looking at notes, cherry is the most searched for note amongst men on the app – generating 329,000 searches. Increasing 1,000% in demand ahead of the warmer months, this is the note of the season. Coconut is also on the rise amongst men, with the search term "coconut fragrance for men" increasing 45% in interest.
Although more of a general trend across both men and women, mango has also surged 59% in interest on TikTok. With 225,000 searches, these findings reveal a growing appetite for fruitier scent profiles.
Dark & Woody
Dark & Woody fragrances still dominate a lot of men’s scent choices, ranking second place with 328,100 TikTok searches. Dark notes often refer to notes that are associated with richness, depth, mystery and warmth such as oud, cedarwood, myrrh and leather. Up 1,000% in interest, search terms such as "dark cologne for men" and "best woody fragrances for men" are trending.
Bold and sensual leather is the second most popular note overall, with 41,600 searches surging +1,000% in interest.
Citrus & Refreshing
With summer calling for lighter, fresher scents, it’s no surprise citrus fragrances have remained popular in 2025. Notes like bergamot and lemon have long been staples in men’s warm-weather colognes, and they continue to dominate. TikTok users have driven 60,600 searches for "refreshing colognes" and 251,000 for the best citrus cologne recommendations.
Animalic (Feral Luxe)
Animalic scents is a new emerging category, rising in interest on TikTok. Defined by notes that evoke the warm, musky, sometimes slightly dirty or sensual smell associated with the natural scent of skin, fur, or even bodily musk. Up 1,000% in interest, this emerging trend has generated 247,000 searches.
Floral
Once considered strictly feminine, florals are officially finding their place in men’s summer fragrance rotations with a 225% increase in TikTok searches. Notes such as rose, jasmine and violet are being reimagined for more modern gender-neutral blends—bringing softness and sensuality to the masculine scent palette. The search term "floral fragrance for men" racked up 177,000 searches revealing this change in appetite.
Rose officially ranks in fourth place when looking at all the trending notes, with the search "rose cologne for men" generating 21,400 searches and increasing 1,000% in interest. This shift speaks to a broader cultural move toward fragrance as self-expression, not gender coding.
