• Perfumes are gaining popularity, especially those from luxury brands.
• Business Insider asked successful men from all industries to name their favorite colognes.
• Le Labo perfumes were the most popular, followed by options from Jean Paul Gaultier.

What is this smell?

If you’ve walked through a shopping mall, college campus, or city street recently, you’ve probably smelled several odors. cologne.

As Business Insider previously reported, Generation Z is obsessed with smelling good. According to Piper Sandler, teens increased their spending on cologne by 26% last spring, and Circana reported that 83% of all young people will use some form of perfume in 2023.

But this craze does not only concern teenagers. The perfume industry as a whole is booming.

The Washington Post reported in July that “men and first-time buyers” are among the biggest consumers of fragrance, making fragrance the fastest-growing category in the prestige beauty market.

And smellmaxxingthe men’s trend aimed at improving appearance and attracting others through perfume, took over thousands of people’s social media earlier this year.

So, Business Insider reached out to successful men across industries to learn more about what scents they love and why. Here are their choices.