<p class="ingestion featured-caption">Le Labo; iStock; Rebecca Zisser/BI</p><ul class="summary-list"><li>Fragrances are skyrocketing in popularity, especially those from luxury brands.</li><li>Business Insider asked successful men across industries to name their favorite colognes.</li></ul><p>What's that smell?</p><p>If you've walked through a mall, college campus, or city street recently, you've probably gotten more than a few whiffs of <a target="_blank" class href="https://www.businessinsider.com/macys-sephora-fragrance-cologne-perfume-refill-bottle-discount-hack">cologne</a>.</p><p>As Business Insider previously reported, Gen Z is <a target="_blank" class href="https://www.businessinsider.com/gen-z-luxury-perfume-obsession-tiktok-fragrance-teen-boys-branding-2024-10">obsessed with smelling good</a>. According to Piper Sandler, teen boys increased their spending on cologne by 26% last spring, and Circana reported that 83% of all young people used some form of fragrance in 2023.</p><p>But it's not just teenagers getting in on the craze. The fragrance industry is booming as a whole.</p><p><a target="_blank" class href="https://www.washingtonpost.com/business/2024/07/07/fragrance-sales-prestige-viral/">The Washington Post</a> reported in July that "men and first-time buyers" are among the biggest consumers of scents, leading fragrance to become the fastest-growing category of the prestige beauty market.</p><p>And <a target="_blank" href="https://www.businessinsider.com/smellmaxxing-explained-looksmaxxing-tiktok-men-cologne-jeremy-fragrance-body-odor-2024-1">smellmaxxing</a>, the male-led trend of improving appearance and attracting others through scent, took over the social-media feeds of thousands earlier this year.</p><p>So, Business Insider reached out to successful men across industries to learn about the fragrances they like and why. Here are their picks.</p>