The fragrance industry is not one to sit still, and as we enter a new year, 2026 is no different. As lifestyles evolve and consumers become more selective, scent is moving away from rigid ideas of masculinity and toward something more personal and pared back. Today’s most sought-after fragrances fall under the banner of “quiet luxury”, understated, considered, and designed to feel wearable rather than attention-grabbing.
New releases are prioritising this shift. Notes such as vanilla, wood and coffee are still present, but they’re softened and layered with florals, spice or creamy notes to create scents that feel balanced without being too overpowering. Skin-like fragrances remain especially popular, with subtle scents that work just as well in an office or on a flight as they do after dark.
The shift is also playing out at a brand level. Smaller brands are gaining traction as shoppers look for individuality and authenticity, while major fragrance houses are taking more creative risks, experimenting with storytelling, and limited-run collections to stay relevant.
With that in mind, here are the fragrances that will keep you on trend this season.
While Santal 33 has often been the go-to, Thé Matcha 26 is the Le Labo scent to beat. It’s smart, playful and exquisite in every way. Described by Le Labo as “a quiet inner celebration of grace and soulful beauty,” the fragrance lives up to the promise. It’s easy to wear across settings, it works just as well at the office as it does in the evening or at a family gathering, striking that rare balance between versatility and elegance.
Acqua Di Parma is is one of those names that never falls out of style. It remains a go-to for men who prefer their scent to speak softly. This season, their fragrance Acqua di Parma Colonia feels particularly well suited for days in the office, the kind of cologne that allows you to smell fresh and put-together without commanding the room. Built around a classic citrus trio of lemon, bergamot and orange, the fragrance is crisp and clean. It does exactly what a good office scent should – let’s people know you mean business.
For those drawn to woody notes that feel grounded rather than overwhelming, Hermès Terre d’Hermès Eau Intense Vétiver is an easy choice. The scent leans into the earthy depth of vetiver, lifted by bright green bergamot and a subtle hit of Sichuan pepper. The result is something confident and textured, but never heavy.
Frederic Malle’s Vetiver Extraordinaire by Dominique Ropion is one of those colognes that feels unique and personal. While the cologne takes notes of grass, the fragrance itself leans more towards woody notes which has become one of the most relied-upon base ingredients in men’s fragrance. Its appeal lies in its depth and versatility, creating a soft but noticeable presence that lasts throughout the day. Cedar and sandalwood make up the structure of this scent, while myrrh, moss, musk and pepper add texture. The result is a scent that feels layered and distinctively unique.
