Teenagers are becoming fans of high-end perfumes. So what is that nasty smell? | Emma Bedington

Yesou think teenagers smell like Lynx Africa, musty and gummy bear vape? In 2024, it could be Tom Ford's Neroli Portofino or Acqua di Parma's Sardinian Juniper, because, according to the New York Times, they – and young boys – are becoming fans of high-end perfumes.

This TikTok-fueled trend is the male equivalent of 12-year-old girls losing fortunes on useless retinoids, but aside from the expense (you'd need an extra-profitable paper round to fund this hobby), it seems more joyful than an obsession. with non-existent wrinkles. Guys who just want to smell good while debating aldehydes, vetiver heart notes, and sillage (lingering scent trail) of perfumes created by or named after extremely successful gay men? It feels like a breath of fresh air (OK, very fragrant) compared to the fetid misogynistic manosphere they're also exposed to.

But is this the case? An afternoon on TikTok for teens left me deeply confused. We talk a lot about perfumes that the “ladies” go wild for, but also, kindly, about perfumes to “annoy” your teachers (avoid Jean Paul Gaultier; stick with ozonated freshness). Some bottles (hand grenade, gold bar) seem precisely tailored for the boys' market, but kids are also obsessed with Gaultier's high-profile torso-shaped bottles. The sub-trend “scentmaxxing” (smelling as good as possible) is derived from “looksmaxxing”, which originated in “incel” forums.

Then there's the dazzling white-suited super-influencer “Jeremy Fragrance”: a shirtless, German-accented, Jesus-loving perfume divo who commands a fanatical following of children who ask him to sniff their necks and guess what perfume they're wearing. It's endearing, but being photographed with far-right figures and ranting about his masturbation regime and a woman who allegedly made a false rape accusation against him certainly isn't.

If all of this confuses me, what must it look like as a teen or preteen? Fortunately, better perfume models are available: @ThatFragranceKid dresses like a chic Florida retiree and exudes touching, exuberant enthusiasm; @TheCologneBoy, a friendly, normal-looking 18-year-old from Winnipeg, loves his mother, makes fun of Jeremy Fragrance, and advises his followers to wash, moisturize, and take care of their oral hygiene. That's what I call a good influence.

Emma Beddington is a columnist at the Guardian

• Do you have an opinion on the issues raised in this article? If you would like to submit a response of up to 300 words by email to be considered for publication in our letters section, please click here..