It feels like almost everyone in the beauty space is maxxing out on something. But for young men, it’s all about #smellmaxxing, the pursuit of optimizing scent through layering and routine. Research shows that 75% of #GenZ men are layering multiple scents, representing a more modular approach to fragrance. How can brands tap into the new men’s fragrance opportunity? PeterBev weighs in at the link in bio.