Lush, spicy, and unexpectedly bold—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 become somewhat of a cliché in the fragrance industry—a subtle hint that while traditional floral scents can seem stuffy and outdated, this one represents a leading-edge reinterpretation. However, by 2025, it is evident that rose has evolved beyond its classification as a powdery, vintage scent. It stands as a force, celebrated in enticing date-night fragrances and lively, subtly sweet concoctions. It transcends seasonal boundaries, bringing freshness to warm fall scents and a refined elegance to fruity summer fragrances. Rose appeals across generations, proving it is far from outdated, yet it has predominantly retained its femininity in the conventional sense, evoking imagery of pastel ponchos and ornate vanities from a Sofia Coppola-inspired fantasy. Then, unexpectedly, rose fragrances started to incorporate enigmatic notes, adding darker, more mysterious elements that redefine rose as—dare I say—a bit more masculine. Men have always been able to embrace the classic floral (fragrance has no strict rules—keep that in mind), but today’s diverse rose scents are a captivating temptation. If rose represents the "grandma" note of a generation, then Grandpa officially wants to join in.

      (Image credit: Backgrid) Let’s not overlook that rose fragrances have long been prevalent for men in the Middle East—particularly when blended with oud, the smoky, sensual “liquid gold” from resin-soaked wood. “Rose is very popular over there,” says perfumer Romain Almairac, adding: “[The brands] often utilize a dry, ambery [rose] note.” This note often comes from Damask rose, which possesses a deep, spicy character; in contrast, French brands predominantly use Centifolia rose, known for its delicate, powdery scent that largely contributes to the perfume's "grandma" image.

      When the softer, powdery variety of rose reaches the male market, it symbolizes changing preferences. According to DSM-Firmenich perfumer Erwan Raguenes, rose (regardless of its type) acts like a chameleon; it can take on spicy, sweet, or earthy characteristics based on the accompanying notes. “It retains that classic femininity, but when contrasted differently, it can appear bold and masculine,” he remarks. “The combinations can fully alter its character, which is what makes rose so intriguing. It adjusts to the narrative you wish to convey."

      (Image credit: Launchmetrics) Brands appear eager to narrate a bolder story, as Raguenes has observed perfumers blending darker woods, spices, and aldehydes to unveil rose's cooler, more intricate traits. “I believe rose is being rediscovered through a more contemporary, textured perspective,” he notes. “Mixing rose with saffron or cardamom can emphasize its spicy aspects, while patchouli, vetiver, or oakmoss introduce earthy nuances that stabilize its floral essence. … [It] adopts a subtly powerful, even masculine, sophistication that resonates with consumers."

      (Image credit: Rodin Eckenroth/Getty Images for Disney) Rose fragrances aren't just becoming more "masculine" in composition; men are also incorporating softer, traditionally feminine scents into their daily routines. The concept of "men's" and "women's" fragrances is increasingly antiquated—and rightly so! Fragrance shouldn't be categorized by gender, and we've certainly observed this shift with the growth of unisex scents and, more recently, an increasing number of men opting for feminine fragrances. Take Chloé's Le Parfum, a rose-centric scent that is seductive, vibrant, and unapologetically feminine—complete with its pleated glass design and neatly tied burgundy ribbon. It may not fit the gender-neutral fragrance paradigm, yet Almairac (who developed the scent) suggests it’s a fragrance that men can and should try."Today, the distinction between men's and women's [fragrance] is becoming less distinct," Almairac explains. While Le Parfum retains Chloé's iconic rose oxide (a key element in the original Eau de Parfum), the warm composition also includes vanilla, tonka bean, and orange blossom—another floral gaining popularity among men, according to Almairac. "Why not dare to wear rose?"

      Raguenes concurs: "I don’t believe rose is altering its reputation, but it is redefining its boundaries." While some combinations emphasize rose's spicy, earthy aspects, consumers, regardless of gender, are also pushing its limits by appreciating the floral for what it truly is: nuanced, classic, and a little reminiscent of grandma—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 perfectly embodies the duality