In 2025, men’s fragrances are shifting away from archetypal notions of power and seduction, embracing a more nuanced concept of masculinity. Where campaigns once relied heavily on models and sex appeal-led narratives to define marketing strategies, a growing number of luxury houses are exploring introspection, artistry and ingredient-led storytelling. This recalibration reflects broader cultural shifts in how men relate to the self-expression and sensory experience of scent.

— Read more in Masculinity, Rebottled: How Marketing Men’s Scents Are Evolving at Luxuo.