When Did Teen Boys Get a Nose for $300 Cologne?

Asked why middle schoolers have suddenly developed a nose for Dior, almost every teenager, researcher and merchandising expert offered the same answer: TikTok. On the platform, influencers offer tips for “smellmaxxing,” or improving one’s musk, and recommend scents for working out, date night and middle school.

“Social media and TikTok make people w... See more

Some parents and teachers wonder about the appropriateness of these products for a young audience. Teenagers are especially fond of the packaging of Angels’ Share by Kilian, which resembles a glass of cognac, and Le Male, a strapping torso with wide shoulders and a bulging crotch. “They make it so sexy,” said Ms. Glover, the middle school teacher, ... See more