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.

Scent still plays a major role in the city’s economy. Marrakech has a booming local perfume culture that includes small independent sellers scattered throughout the Souk El Attarine, along with brands like Héritage Berbère Marrakech, which calls upon the ancient Berber fragrance techniques and was founded by a Casablanca-born woman, and Nouha Perfum, an experimental fragrance house that hosts custom perfume workshops. YSL Beauty even sources many of its perfume ingredients from the area.

— Read more in I Base My Travels Around Perfume—Here Are 7 Cities to Visit for an Olfactory Immersion at Condé Nast Traveler.