Why has fragrance become one of the biggest identity markers for Gen Z men? And how did perfume culture move from department store counters into Discord servers, TikTok algorithms and million-view fragrance reviews?

In this episode, I’m joined by Finn Batchelor, one of the world’s fastest-rising fragrance creators and the founder of FB Fragrances digital platform. With more than a million followers across platforms, Finn has become a trusted voice for a new generation of young men and boys discovering fragrance through emotion, self-expression, confidence and community.

We unpack the psychology behind fragrance compliments, why young men are suddenly collecting perfume like fashion, the rise of niche and Middle Eastern fragrance houses, the truth about “beast mode” scents, and why scent can completely alter how you experience yourself.

We also talk about nostalgia, mood, looks maxing and the cultural shifts driving fragrance’s explosive return.

If fragrance is becoming the new identity language for a generation of men and boys, this conversation explains why.

Chapters:

00:00 Introducing Finn Batchelor and the rise of fragrance creators
02:31 Why fragrance is emotional time travel
03:48 The shift from blockbuster scents to individuality and niche fragrance
05:08 Finn’s brutally honest fragrance review process
06:50 Why top notes can completely change your opinion of a scent
08:29 The right way to test fragrance before buying
10:01 Why “beast mode” fragrance culture is overrated
11:58 When longevity ruins the beauty of a fragrance
12:07 The truth about flankers and why some are better than originals
13:25 Why Finn still buys fragrances with his own money
14:31 The wildest PR gifting experiences in fragrance
16:27 How FB Fragrances was born
17:38 Becoming one of the world’s biggest fragrance creators
19:31 Why Gen Z boys suddenly care about fragrance
20:49 Fragrance, self-improvement and identity
21:57 Why fragrance culture feels inclusive and community-driven
22:39 The gateway fragrances young men are buying first
23:48 Why Jean Paul Gaultier exploded again on TikTok
25:33 The return of fragrance classics
27:16 Fragrance wardrobes and mood dressing
29:27 The fragrances that wear you instead of the other way around
30:33 Why “you smell amazing” is such a powerful compliment
32:03 Meeting perfumers and understanding creative intent
34:07 Memory, nostalgia and fragrances designed around emotion
34:50 Finn’s favourite fragrances of all time
36:32 How fragrance culture changes around the world

Watch the full episode here: https://youtu.be/Gdv8F7Hy3dI