Lush, spicy, and surprisingly edgy—masculine rose fragrances are experiencing a surge in popularity.

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

      The phrase "Not your grandma's rose" has turned into a bit of a cliché in the fragrance world—it hints that while classic floral scents are often seen as old-fashioned, this one stands out as a modern interpretation. However, in 2025, it’s evident that rose has evolved beyond its categorization as a powdery, vintage scent. It is now a dominant element, cherished in sultry evening fragrances and lively, subtly sweet mixes. It crosses seasonal boundaries, providing freshness in warm autumn scents while adding elegance to fruity summer fragrances. Rose has an appeal that spans generations, defying the notion of being outdated; nonetheless, it often maintains a traditionally feminine essence, conjuring images of soft pink capes and elaborate vanities reminiscent of a Sofia Coppola film. Recently, however, rose perfumes have adopted a more mysterious, darker approach, reinterpreting rose as—dare I suggest—a touch more masculine. While men have always had the potential to embrace floral notes (fragrance doesn’t adhere to strict rules—keep that in mind), the rose fragrances available today are incredibly enticing. If rose has been the "grandma" note of a generation, it's clear that grandpa wants to join in.

      (Image credit: Backgrid) It's important to note that rose fragrances for men have been quite prevalent in the Middle East for a long time—especially when blended with oud, the smoky, seductive "liquid gold" derived from resin-rich wood. "Rose is quite esteemed in that region," says perfumer Romain Almairac, who adds, "[The brands] often utilize a dry, ambery rose note." This note typically originates from Damask rose, known for its rich, spicy profile; French brands, however, usually favor the Centifolia rose, which boasts the light, powdery fragrance that contributes to the “grandma” perception of rose perfumes.

      The shift occurs when that soft, powdery rose variety reaches male consumers, reflecting changing trends. According to DSM-Firmenich perfumer Erwan Raguenes, rose can adapt its character, becoming spicy, sweet, or earthy based on the accompanying notes. "It retains its timeless femininity, but depending on how it's contrasted, it can also exude boldness and masculinity," he notes. "The way you combine it with other ingredients can entirely alter its persona, which is what makes rose so intriguing; it fits the narrative you wish to convey."

      (Image credit: Launchmetrics) Brands appear eager to share a bolder narrative, as Raguenes has observed perfumers incorporating darker woods, spices, and aldehydes to showcase rose's cooler and more intricate side. "I believe rose is being rediscovered through a modern, textured perspective," he comments. "When blended with saffron or cardamom, its spicy nature can shine, while elements like patchouli, vetiver, or oakmoss impart earthy tones that ground its floral character... [It] manifests a quietly potent, even masculine elegance that resonates really well with consumers."

      (Image credit: Rodin Eckenroth/Getty Images for Disney) Rose fragrances are not only gaining a more "masculine" composition; men are increasingly incorporating softer, traditionally feminine scents into their routines. The distinction between "men's" and "women's" fragrances seems more outdated than ever—and rightfully so! Fragrance should not be confined to gender, and this shift is evident in the rise of unisex fragrances and more men embracing feminine scents. Take Chloé's Le Parfum, for instance, a rose-centric perfume that's alluring, charming, and unapologetically feminine—with its pleated glass design adorned with a burgundy ribbon. While it may not fit the gender-neutral fragrance category, Almairac (the creator of the scent) encourages men to try it. "Nowadays, the distinction between men's and women's [fragrance] is becoming increasingly blurred," Almairac states. While Le Parfum features Chloé's signature vibrant rose oxide, the warm blend also includes vanilla, tonka bean, and orange blossom—another floral gaining popularity among men, according to Almairac. "Why not wear rose?"

      Raguenes concurs: "I don't think rose is really altering its reputation, but it is broadening its boundaries." Yes, some blends aim to amplify rose's spicy, earthy components, yet consumers, regardless of gender, are also pushing its limits by embracing the floral aspect for what it truly is: intricate, classic, and slightly reminiscent of grandmas—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, oud wood. This Tom Ford fragrance exemplifies the interplay of feminine and masculine qualities, with florals blending with earthy