Versace, Gucci Among Top 10 Men’s Fragrances on Scentbird

So much so that Scentbird, the monthly fragrance subscription platform founded in 2014, has seen its men’s subscriber base grow 33 percent year-over-year, rising from 240,000 in 2024 to 320,000 today. This outpaces the platform’s overall 25 percent growth in the period, during which subscribers rose 25 percent from 800,000 to 1 million.

These increases come as the fragrance category continues to soar both in the prestige and mass markets, ranking as beauty’s fastest-growing category overall.

New entrants to the category are younger than ever. Teenage boys, in particular, have demonstrated an affinity for the world of scent — and increasingly opting for smaller-size bottles as they expand their collections far beyond one, two or even three signature scents.

Scentbird, which allows subscribers to trial an 8-ml. scent of their choosing for roughly $17 per month, has been well-poised to benefit from this boom alongside scent decanting websites like Lucky Scent and Scent Split, which similarly allow a lower cost to entry than committing to full-size fragrance bottles.

Among men, scents by designer fragrance brands like Versace, Gucci and Dolce & Gabbana are among the most-queued on Scentbird, with niche brands like Ex Nihilo and Michael Germain similarly seeing traction.