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                   <em>
                    Your weekly wellness check-in.
                   </em>
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                  <p style="margin:0">
                   Your next cologne might just smell like paper, or a warm bulb. —
                   <i>
                    Alyssa Bereznak, Wellness and Grooming Director
                   </i>
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                   <strong>
                    Trending
                   </strong>
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                     What Ozempic taught me about style and self-worth
                    </a>
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                     The best vintage watches from the J. Press NYFW show
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                     Unfurl your beanies, fashion bros
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                    <img alt="Image may contain: cologne, Bottle, Cosmetics, Perfume, and Aftershave" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.gq.com%252Fphotos%252F698e2b39dbff0414dbf18f6d%252Fmaster%252Fw_800%252FBarely%2520there%2520Perfume.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5ncS5jbyIsInRpbWUiOjE3NzE0NTEzMTYuMDUwMjU0OH0:1vspPQ:Q0lR6_knmZi8eceeemzJcCrzs0BDrBibv3WrdVdWnMY" style="display:block;height:auto;border:0;width:100%" title="Image may contain: cologne, Bottle, Cosmetics, Perfume, and Aftershave" width="560"/>
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                  <p style="margin:0">
                   <strong>
                    Why the Coolest Cologne Is One You Can Barely Smell at All
                   </strong>
                  </p>
                 </div>
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                    <span style="word-break: break-word; color: #000000;">
                     <strong>
                      By Sara Radin
                     </strong>
                    </span>
                   </p>
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                  <p style="margin:0">
                   For decades, men’s fragrance has been synonymous with excess. A single spray of something nuclear—
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    <i>
                     Dior Sauvage
                    </i>
                   </a>
                   ,
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    <i>
                     Le Male
                    </i>
                   </a>
                   , whatever was locked behind the glass at Sephora—was expected to project across rooms, linger in elevators, and announce its wearer before he even arrived. The joke that men
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    wear
                    <i>
                     too much
                    </i>
                    cologne
                   </a>
                   has become so culturally entrenched it’s practically shorthand: frat house clouds, oversprayed dates, the guy who smells like “cologne” instead of a person. But recently, the most coveted
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    men’s fragrances
                   </a>
                   are doing the opposite. They whisper.
                   <br/>
                   <br/>
                   Call them
                   <i>
                    anti-colognes
                   </i>
                   : minimalist, genderless, skinlike scents designed to smell like nothing in particular. In the past five years, fragrance companies have shifted their offerings to include lighter-smelling scents. Think Byredo’s
                   <i>
                    Blanche
                   </i>
                   ,
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    DS &amp; Durga
                   </a>
                   ’s
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    <i>
                     Notorious Oud
                    </i>
                   </a>
                   , or
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    Commodity’s viral
                    <i>
                     Paper
                    </i>
                   </a>
                   : fragrances that evoke cold air, clean laundry, or warm skin after a shower. They’re subtle, genderless, and nearly imperceptible. As this shift in preference penetrates the world of fragrance,
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    a new generation of consumers
                   </a>
                   are learning to see scent less as an accessory and more as an aura. These anti-perfumes evoke familiar but rare smells, and bring you to a specific moment in time rather that batter you with stray, punchy, exotic ingredients. In this way, vibes come first.
                   <br/>
                   <br/>
                   “Fragrance is all about emotion and how something makes us feel,” says Christina Loft, writer of fragrance newsletter
                   <i>
                    The Dry Down Diaries
                   </i>
                   . “It’s so challenging to create a simple scent that smells like something we know so well. There’s a real art in bottling familiarity—like Warm Bulb from Clue. It makes you appreciate simple things we take for granted in a new way.”
                   <br/>
                   <br/>
                   Loft sees the rise of anti-perfume as part of a larger emotional shift in fragrance. “People are building
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    fragrance wardrobes
                   </a>
                   now,” she says. “Some days you want something strange and offbeat, and others you just want something quiet and reliable. I think it shows how playful and personal scent has become.”
                   <br/>
                   <br/>
                   <a rel="noopener" style="text-decoration: underline; color: #8e732d;" target="_blank">
                    <b>
                     <i>
                      Click here to learn more about how scent-makers are crafting more intimate, subtle fragrances for men.
                     </i>
                    </b>
                   </a>
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