Trending: Masculine Florals
One of the most interesting global scent trends to emerge in 2024 is the concept of masculine floral fragrances. It’s a phenomenon created by Gen Z fragrance enthusiasts scrolling through niche perfumery brands looking for something new and exciting. You can credit perfumer Francis Kurkdjian for kickstarting this modern-day trend. The creator of Baccarat Rouge 540, dreamt of a masculine rose scent for men he named “L’Homme A la Rose that blended May Rose with sage, labdanum and amberwood, a floral-musky-woody scent with a refined character. It immediately trended on social media.
The Wall Street Journal picked up on this trend last month publishing a story called “The Sexiest Men’s Fragrance in 2024 Is…Floral?” where journalist Brennan Kibane explored the movement. He traced the history of men’s florals back to 18th century where monks in Cologne, Germany would brew fragrant tonics from citrus rinds and flower petals. He deduced that while men have worn floral-themed scents for centuries, the prevailing eaux de toilettes of the past 50 years have focused on smoky, woody compositions – often with a hint of citrus. This has all changed this year.
Arguably the best men’s floral fragrance is the remarkable James Eau de Parfum by British niche perfumer Atkinsons. It is a woody-amber-spicy scent that pays homage to James Atkinsons who founded the brand in 1799. It’s a rich, noble fragrance with a charming character thanks to a blend of fresh citrus, interesting spices and earthy vetiver. The white flower notes perfectly balance the musk. You can clearly smell a beautiful rose note in the heart notes. This fragrance was awarded men’s fragrance of the year in 2023 by Marie Claire magazine in France.
The industry calls this trend “flower-forward” which means that perfumers are placing floral essences and oils in the top notes so that you smell them first. (Traditionally, citrus and fruit notes are reserved for top notes.) They key is the surprise factor. Many younger guys say that the floral notes are unexpected and that makes them stand out. They say they are sexier than traditional woody scents.
They key to this trend is the skill of the perfumer. It takes a steady hand to get the balance of ingredients just right. The best men’s florals offer a hint of rose or lavender paired with an earthy vetiver or even a smoky oud. A great example is the decadent Clive Christian “Jump Up and Kiss Me Hedonistic” fragrance, a sensual citrus-woody scent that layers dry smoky tobacco, warm whiskey and vanilla over rose, neroli and rose. It’s bold and charismatic.
Angela Citrigno
October 19, 2024 at 9:23 amI love that a rose note has taken the stage and become a star in all fragrances. Power of love is in rose note. I really enjoyed reading this article. Thanks Scentlodge.
Sherri Gelbart
October 16, 2024 at 8:59 amFragrances and body care too! I picked something up for my brother that was Geranium based and it became his favorite. For a person who has never liked florals before, it changed his mind and he’s been open to trying different scents since. I’ve gone wild getting him samples!
Liz Howard
October 15, 2024 at 9:50 pmInteresting!
September Dee
October 15, 2024 at 11:17 amThe “flower forward” trend is fascinating. I imagine there is incredible attention to detail to come up with the right balance between the floral and other notes to ensure a masculine scent. I love that there is always something new happening in the fragrance industry.
Urmi P
October 15, 2024 at 9:50 amWhat an interesting trend! Loved your picks Team Scentlodge!