Men’s fragrance used to have a fairly predictable entry point: one bottle of cologne, usually chosen for work, dates, or special occasions. Younger shoppers are treating scent differently. They are collecting it, comparing notes online, rotating fragrances by mood, and experimenting at price points that make owning several bottles feel reasonable.

Retailers are beginning to build around that behavior.

Snif’s new men’s fragrance line, Notewrks, is expanding into Ulta Beauty this summer after launching online as a more masculine counterpart to Snif’s gender-fluid fragrance business. Notewrks arrives on Ulta.com on July 29 and in stores August 2, with three $74 colognes built around approachable profiles rather than traditional luxury-fragrance codes. The audience is particularly notable: younger male fragrance enthusiasts, or “fragheads,” who increasingly treat scent as a hobby as much as a grooming purchase.

The retail opportunity around them is getting difficult to ignore. NielsenIQ reported that the U.S. men’s grooming market reached $7.1 billion in 2025, up 6.9% year over year. Fragrance was among the specialty categories contributing to that growth, while online men’s grooming sales climbed 27.6%.

What is changing is not simply how much fragrance men buy. It is what they expect fragrance to be.

Sol de Janeiro’s entrance into the category illustrates the shift particularly well. Instead of beginning with a conventional eau de parfum priced above $100, the brand launched Cheiroso 7 and Cheiroso 10, two $26 cologne mists designed specifically for men. Both borrow the lightweight spray format that helped build Sol de Janeiro’s existing fragrance business, adding freshness technology intended to help manage odor throughout the day.

The fragrances are deliberately casual. Cheiroso 10 combines cardamom, Brazilian pineapple and cedarwood, while Cheiroso 7 moves through lavender, salted macadamia and vanilla woods. The collection takes its naming and campaign language from Brazilian football culture, particularly the iconic No. 7 and No. 10 jerseys, positioning fragrance closer to sport, summer and everyday movement than the formal imagery historically associated with men’s cologne.

That may be the more meaningful development.

For a younger customer, fragrance does not necessarily begin with finding a “signature scent” and wearing it for the next decade. A $26 mist can live in a gym bag. A $74 bottle can become one of several in rotation. Reviews happen on TikTok and Reddit alongside sneakers, watches and skincare. The purchase becomes exploratory rather than ceremonial.

That behavior also gives retailers a new route into men’s grooming. Fragrance is sensory, immediately understandable and relatively easy to experiment with. It does not ask a man to learn a five-step skincare routine or diagnose a specific grooming concern before entering the category. You smell something. You decide whether it feels like you.

From there, the relationship can expand.

That is why the recent activity around men’s scent feels larger than another round of fragrance launches. Notewrks gives Ulta a product designed around a younger male fragrance community. Sol de Janeiro is testing whether the body-mist behavior it helped popularize can translate directly to men. Meanwhile, established grooming categories such as deodorant, body care and fragrance are increasingly beginning to overlap.