Fragrance apparently play a growing role in Gen Z confidence and self-expression. A new Axe-commissioned survey, which polled over 2,000 Americans aged 16 to 30, found that more than one in four participants believe smelling good makes a person instantly more attractive. For younger consumers, scent is moving beyond being a finishing touch and is becoming a core element of personal identity and social presence.

Confidence and charisma

Respondents identified five fragrance categories they most associate with confidence and charisma:

1. Bold & Intense – Amber, oud, leather, and spice-based scents ranked first across genders and age groups, with approximately one in three respondents preferring these commanding, memorable profiles.

2. Fresh & Clean – Citrus, mint, and aquatic blends were more popular among men and respondents aged 24 to 30, valued for their polished, versatile character.

3. Sweet & Creamy – Vanilla, tonka, and caramel were favored by women and older Gen Z consumers, offering warmth, comfort, and approachability.

4. Playful & Fruity – Scents such as cherry, watermelon, and mango resonated most with the 16 to 23 age group, with cherry fragrances gaining strong momentum on platforms like TikTok.

5. Skin-like & Subtle – Musk, cashmere, and soft woods appealed more to women and older Gen Zs, appreciated for their intimate and understated qualities.

Scent as a social confidence signal

Nearly one in three respondents said their scent helps them feel more confident in social situations—placing it just behind their outfit and the presence of friends as a confidence booster.

According to Axe, these results suggest that fragrance serves not only as a grooming choice but also as a form of self-expression and a way to make a lasting impression.

Implications for fragrance and grooming brands

Axe says the findings highlight several key trends for brands targeting Gen Z.

Fragrance has an emotional and functional value and impacts how individuals feel about themselves and how they wish to be perceived. However, even within the generation, preferences shift with age: younger Gen Zs favor expressive, fruit-forward scents, while older ones gravitate toward warm, subtle, and familiar notes.

Pointing out a growing openness around scent experimentation, Axe also claims that gender boundaries are becoming less relevant, with consumers selecting fragrances based on mood, personality and occasion rather than traditional codes.

“For product developers, marketers, and retailers, the message is clear: Gen Z expects fragrance to do more than smell good. It should spark a feeling, elevate confidence, and align with how they want to be seen and remembered," the brand concludes.