The ‘beast mode’ fragrance trend is moving into men's body care

This article was originally published in Cosmetics Business’ Men’s Grooming Trend Report. Receive your copy here

Men’s body care is levelling up, bringing ‘beast mode’ into the mainstream. The term ‘beast mode’ is commonly used online to describe powerful, noticeable and ultra tenacious fragrances that typically last for hours. And men’s desire for scents with longevity and performance is now moving beyond edps and into body care.

There is growing demand for ‘beast mode’ performance that combines bold scent profiles with a flexible, everyday format, according to Christina Kamester, Head of Fragrances at Bespoke London. The fragrance brand recently debuted a range of bold men’s body mists: Oud & Vanilla, Saffron, Oud & Woods, Soft Suede & Cedarwood, and Elemi & Pepper. These scents reflect not only the wider trend towards “big, powerful scent compositions that deliver strong projection and noticeable sillage”, but the format supports “longevity in a different way”.

Consumers increasingly want fragrances that last longer and make an impression rather than fading into the background - Christina Kamester, Head of Fragrances, Bespoke London

“Consumers increasingly want fragrances that last longer and make an impression rather than fading into the background, which has driven the popularity of bold ingredients such as oud, woods, spices and amber,” says Kamester. The range leans into exactly these types of powerful notes, and feels “impactful and sophisticated while still being wearable every day”.

“While some consumers are investing in ultra-concentrated perfumes, lighter formats like body sprays and mists remain hugely popular because they allow users to refresh and layer fragrance throughout the day,” she says. “Their portability and accessibility make them ideal for maintaining scent presence from morning through to evening.”