Lush, Spicy, and Surprisingly Bold—Masculine Rose Fragrances Are Gaining Popularity.

      (Image credit: Sephora; Saks Fifth Avenue; Imaginary Authors; Violet Grey; Balenciaga)

      The phrase "Not your grandma's rose" has become somewhat of a cliché in the fragrance industry—a subtle hint that while classic floral scents can often feel stale and old-fashioned, this rose is considered the pinnacle of modern interpretations. As we approach 2025, it is evident that rose has evolved far beyond its image as a powdery, vintage olfactory note. It is a dominant force, adored in sultry date-night fragrances and lively, subtly sweet compositions. Rose knows no seasonal boundaries, adding a fresh touch to cozy autumn scents and providing a refined accent to fruity summer concoctions. Its appeal spans generations, defying the notion of being outdated; however, it still tends to reflect a predominantly feminine essence in the traditional sense, evoking images of petal-pink ponchos and elaborate vanities reminiscent of a Sofia Coppola film. Recently, though, rose fragrances have started to incorporate unconventional elements, integrating darker, more enigmatic aspects that make rose—dare I say—seem a bit more masculine. Men have always been able to embrace timeless florals (since fragrance doesn't adhere to strict rules), but today’s complex rose scents are particularly enticing. If rose is regarded as the "grandma" note of a certain era, it appears Grandpa is now taking an interest too.

      (Image credit: Backgrid) It's important to note that rose fragrances for men have long been prevalent in the Middle East—especially when combined with oud, the smoky, rich "liquid gold" extracted from resin-rich wood. "Rose is very popular in that region," says perfumer Romain Almairac, explaining that "[The brands] often work with a dry, ambery [rose] note." This note usually features Damask rose, known for its rich, spicy profile, while French brands typically utilize Centifolia rose, which has the soft, powdery scent that largely contributes to the perfume's "grandma" association.

      The real shift occurs when that soft, powdery rose variety connects with male consumers. Perfumer Erwan Raguenes from DSM-Firmenich observes that rose is a bit of a chameleon; it can adopt spicy, sweet, or earthy qualities based on the surrounding notes. "It maintains that classic femininity, but with the right contrasts, it can become bold and masculine," he states. "The pairing ingredients can radically alter its personality, which makes rose so intriguing. It adapts to the narrative you wish to express."

      (Image credit: Launchmetrics) Brands seem eager to tell a more daring story, as Raguenes has noticed that perfumers are incorporating darker woods, spices, and aldehydes to unveil rose’s cooler, more intricate character. "I believe rose is being rediscovered through a more contemporary, textured perspective," he explains. "Mixing rose with saffron or cardamom can accentuate its spiciness, while notes like patchouli, vetiver, or oakmoss provide earthy tones that stabilize its floral nature. ... [It] acquires a quietly powerful, and even masculine, elegance that deeply resonates with consumers."

      (Image credit: Rodin Eckenroth/Getty Images for Disney) Rose fragrances are not just evolving in their "masculinity"; there is also a trend of men incorporating softer, traditionally feminine scents into their routines. The distinction between "men's" and "women's" fragrances is becoming increasingly outdated—and rightly so! Fragrance should not have a gender, and this shift is evident with the rise of unisex scents and, more recently, more men embracing feminine fragrances. Take Chloé's Le Parfum, a rose-dominant elixir that is seductive, charming, and undeniably feminine—complete with a pleated glass silhouette and a neat burgundy ribbon. It doesn't perfectly align with the gender-neutral fragrance concept, yet Almairac (the blend’s creator) encourages men to give it a try. "These days, the boundary between men's and women's [fragrance] is becoming more indistinct," Almairac notes. While Le Parfum retains Chloé's characteristic rose oxide (a signature component of the original Eau de Parfum), it also includes vanilla, tonka bean, and orange blossom—another floral gaining popularity among men, according to Almairac. "What’s stopping you from wearing rose?"

      Raguenes concurs: "I don’t believe rose is altering its reputation, but it is redefining its boundaries." Some blends intentionally enhance rose's spicy and earthy aspects, but consumers, irrespective of gender, are also broadening its limits by embracing the floral for what it is: nuanced, classic, and a bit grandma-esque—in the best possible way.

      Shop Rose Fragrances for Men

      Tom Ford

      Noir de Noir Eau de Parfum

      Key notes: Black rose, black truffle, patchouli