15 Best Colognes for Men in 2026, Staff-Tested and Reviewed

In 2026, the best colognes for men go beyond just smelling good, though first things first: They should smell incredible. A great fragrance nowadays tells a story, and if you choose wisely, can become part of your personal lore. I, for one, am a fragrance obsessive and will spritz a cologne at home with nowhere to be, purely for morale. What's more, years of testing and writing about fragrances has taught me just how effortlessly a stellar composition can lift your entire day, whether it’s a mainstream designer release, a niche luxury creation, or something decidedly indie.My work in the fragrance field has also taught me that while some guys find one signature scent and ride with it for decades; others prefer a variety for different moods, seasons, and days where first impressions matter. To help you figure out where you stand, I tapped the GQ staffers who wear more fragrance in a year than most men do in a lifetime. Collectively, we put old-money classics, cult favorites, and new heat through their atomizers, looking for scents that feel distinctive and deserve repeat wear. The final cut includes a bevy of choices for all occasions, from heritage heavyweights like Acqua di Parma Colonia to future signatures like D.S. & Durga's I Don't Know What. Here's to the sweet smell of success.Our Editors' Top PicksThe Crowd-Pleaser: Chanel Bleu de Chanel EDT, $142The Nighttime Cologne: Yves Saint Laurent Trench Le Vestiaire Eau De Parfum, $330The Summer Cologne: Diptyque Eau de Minthé EDP, $260The Winter Cologne: Tom Ford Tobacco Vanille EDP, $195The Skin Scent: D.S. & Durga I Don't Know What EDP, $225The Office Cologne: Acqua di Parma Colonia EDC, $165The Best Colognes for Men, ReviewedMore Colognes We LoveUnderstanding Cologne TypesHow to Build a Fragrance RotationHow We TestedBest Modern Classic Cologne: Le Labo Thé Matcha 26 EDPLe Labo has no shortage of heavy hitters, from the omnipresent Santal 33 to newer standouts like Eucalyptus 20, but few recent launches have built buzz quite like Thé Matcha 26. Much of its insider appeal lies in its earthy yet fresh, smoky yet subtle, almost Zen-like character. Green fig leads the opening, paired with a calming tea accord, while bitter orange adds a bright bite. As it settles, the fragrance takes on a woodier, herbal edge, with a soft, green haze that runs throughout. A skin scent at heart and undeniably hip, it’s become a modern staple for Le Labo’s more discerning devotees.Staff Notes: “I’ve been wearing Le Labo’s Thé Matcha for a few years now, and it has become my go-to. As someone who has a hard time finding a scent that doesn't give me a headache or feels too strong throughout the day, it’s one of those rare scents that just works. It has a clean, almost airy quality to it that immediately settles into something effortless and fresh.” —Bowen Fernie, senior visuals editorBest Everyday Cologne: Malin+Goetz Leather EDPMalin+Goetz is one of the few names that began in skincare and went on to make genuinely excellent, indie-cool fragrances, all at very accessible prices. The apothecary vibes run deep, from the formulas to those glass deco bottles that ooze medicine-cabinet chic. The brand's Leather EDP—like my favorite from the line, Cannabis—doesn’t smell exactly like its name. In classic M+G fashion, it plays more of a supporting role here, blended with pepper and clove for a bit of kick. Lily and orchid create a fresh floral heart, while violet adds a velvety depth, all grounded by creamy sandalwood and cedar. And of course, that warm, comforting leather note wears like a Perfecto. It’s a gorgeous spring-ready daily driver, with a grassy floral vibe that plays beautifully against the grain.Staff Notes: “From the perfect broken-in leather jacket to a leather sofa that's been with you move after move, there's something about the smell of well-loved cowhide that's so damn captivating. Malin+Goetz captured that feeling in a bottle with its Leather EDP. The cologne brings in cedarwood and sandalwood with orchid just to avoid any possibilities of your scent being compared to a vintage store.” —Tyler Chin, associate commerce editorBest Classic Cologne: Ralph Lauren Polo EDTIs there any cologne more synonymous with men’s cologne, period, than Polo Ralph Lauren? Since 1978, it has helped define what “classically good” smells like and sits firmly planted in the pantheon of modern perfumery. Anything that iconic will have its detractors, but it’s embedded in the culture for a reason, and few colognes today are as recognizable. Even with reformulations over the years, that signature woody aromatic structure still hits, with juniper berry and bergamot up top for brightness, coriander and a blend of herbs bringing spice, touches of florals, and leather for depth—along with that unmistakable pine accord humming throughout. Woody, aromatic, and classic, it’s a cologne guys will always rock.Staff Notes: “Smelling good is paramount to success as a modern man. (Just ask my close personal friend Ralph Lauren.) Woody, aromatic, and a little spicy, this is a classic scent that's always on top of my dresser.” —Matthew Roberson, staff writerBest Crowd-Pleasing Designer Cologne: Chanel Bleu de Chanel EDTIt’s a household name, a modern icon, and still one of the most sophisticated yet approachable colognes you can wear pretty much anywhere. Created by Chanel’s famed nose, Jacques Polge, more than 15 years ago, Bleu de Chanel remains as singular and versatile today as ever. It opens bright with grapefruit and lemon, sharpened by a hint of fresh mint, before a heart of spicy ginger, warming nutmeg, and heady jasmine. Then comes the MVP lineup of woods: cedar, vetiver, sandalwood, patchouli, and labdanum, all working together in the citrus-spice harmony that defines this blue-hued gem. Flankers have followed, but the OG Bleu de Chanel is inimitable.Staff Notes: “I keep a travel-sized bottle of this in my Dopp kit at all times. It's classic, great for every season, and super versatile when it comes to occasion—its citrus notes and woody base make it equally good for work dinners, poolside piña coladas, and stoking the fire outside your glamping cabin.” —Ian Burke, senior commerce editorBest Date Night Cologne: Maison Francis Kurkdjian Baccarat Rouge 540 EDPMaison Francis KurkdjianBaccarat Rouge 540 Eau de ParfumBaccarat Rouge 540 is now an olfactory cultural landmark. You’ve absolutely smelled this socialite-signature wafting through the night, whether from the backseat of an Uber Black or across a dimly lit dinner table downtown. Some fragrances get so popular they tip into fatigue territory, but 540 earned its status for a reason. First, it comes from one of the most meticulous noses in the game. Second, the scent speaks for itself: an intoxicating, sweet floral amber, with saffron adding a subtle spice, jasmine bringing warmth, and a heavy dose of amberwood creating that signature glowing aura, all balanced by soft woods. Polarizing, yes, but anything that moves the needle tends to follow its own rhythm, and 540 is a modern classic via its own design.Staff Notes: “Francis Kurkdjian's reputation-making Baccarat Rouge might not be the buzziest scent on the market anymore, but it's definitely the ritziest. If you don't want to smell like a perpetually fapitzed Upper East Side doyenne, you, friend, should reconsider a lot more than just your scent profile.” — Avidan Grossman, senior commerce editorBest Nighttime Cologne: Yves Saint Laurent Trench Le Vestiaire Eau De ParfumYves Saint LaurentTrench Le Vestiaire Eau De ParfumYSL has no shortage of effortlessly elegant colognes, from more mainstream, accessible options to elevated releases in the Le Vestiaire Des Parfums collection, all infused with that unmistakable YSL panache. On paper, Trench reads as a citrus floral, but in wear, it’s laced with soft, musky undertones that give it an airy, slightly edgy feel. It opens with tangerine and bergamot, layered over heady iris and fresh neroli, before settling into a warm base of musk and cedar. A fig note threads through it all, adding a subtly sweet, verdant hue. Citrusy and floral but grounded in musk, with a slightly funky undertone (the good kind), it’s a chic fragrance you can wear from sun-soaked afternoons in the park straight into date night and out into the cool, tastefully debaucherous night beyond.Staff Notes: “If you were to bottle the feeling of a perfect Parisian night, it would smell like YSL Trench: heady, sleek, and just a little dangerous.” —Tyler Sparling, contributing market editorBest Summer Cologne: Diptyque Eau de Minthé EDPDiptyqueEau de Minthé EDPEau de Minthé is one of the more distinctive entries in Diptyque’s GOAT-level catalog, a cooling blend of mint and patchouli that reads as a fresh, green fougère with a retro ’80s and ’90s edge, albeit very au courant. The mint is fresh and slightly spicy, far from anything toothpaste-adjacent, layered with warm nutmeg, sweet geranium, and a soft, velvety rose. It’s a cologne I wouldn’t have immediately associated with the house, until the drydown, anchored by that signature Diptyque patchouli, brings depth and candle-flickering craftsmanship the brand does so uniquely well. Fresh, aromatic, and with a bit of nostalgia baked in, this is a layered gem to wear for all your mint julep-fueled warm-weather soirées.Staff Notes: "Diptyque's Eau de Minthé is what I imagine Michelin-level mixologists aspire toward when they're crafting their cocktails. At first sniff, it's garden-fresh floral notes are uplifted with subtle minty notes before settling into deep patchouli notes that give it a well-rounded experience that's equally light and grounding." —Gerald Ortiz, style commerce writerBest Winter Cologne: Tom Ford Tobacco Vanille EDPTom FordTobacco Vanille Eau de ParfumTo me, Tom Ford has four all-timers in his Private Blend canon: Oud Wood, Neroli Portofino, Tuscan Leather, and the sultry tobacco-vanilla duality that is Tobacco Vanille. When this spicy, warm gourmand landed in 2007, it helped redefine what a tobacco fragrance could smell like. The note historically skewed fringe or overtly macho, but Ford, of course, reframed it as chic and decadent, pairing rich tobacco leaf with vanilla, ginger, cocoa, woods, and dried fruits. The signature aroma is plush and addictive, with a near-edible warmth that never tips into excess, as sweet vanilla and spice slowly bloom through the drydown. It’s a masterclass in softening a once-polarizing note into something smooth, inviting, and alluring, and still one of the house’s most widely admired scents today.Staff Notes: “What's not to love about Tobacco Vanille? It's smooth, smoky, sexy, and just the right amount of sweet. Far better than smoking an actual cigarette—and more luxurious, too.” — Trishna Rikhy, associate social media managerBest Sultry Cologne: Frédéric Malle Musc Ravageur EDPFrédéric MalleMusc Ravageur EDPMusc Ravageur has a devoted following, with fans reaching for this alluring, sultry, spiced gem as both a signature scent and for date nights alike. Released in 2000, it helped usher musk (as a note) into a broader, chicer tier of perfumery. The composition is beautifully layered, opening with herbal lavender, spicy coriander, and a hint of bright citrus before melting into clove and a heady rose, all resting on a rich base of musk, vanilla, tonka, amber, and patchouli. Besides being a benchmark for animalic gourmands, it’s one of the most intricately composed scents out there, where, if you read the pyramid, you can pick out each note as it unfolds. We fragrance fanatics love that.Staff Notes: "This isn't called an icon by accident. I keep coming back to Musc Ravageur year after year. One spray of the warm vanilla, spiced cinnamon, perfectly balanced with clean musk is all it takes for pure chemistry. This is the kind of scent that turns heads." —Reginald Christian, commerce directorBest Woody Cologne: Perfumer H Ink EDPLondon-based Perfumer H has carved out its own unique path, from its apothecary-meets-indie-meets-luxury vibe to its often one-word, subtle creations that smell distinctive yet approachable. Ink is a case in point. As a self-proclaimed bookworm, I was already sold on its inspiration: late nights spent in dimly lit libraries. But the scent itself is an intriguing study, weaving together woods, papyrus (because paper, of course), heady rose, spice, warm ambers, and an incense-like, meditative quality. The result is an addictive, page-turning woody floral composition that feels both cerebral and wearable, the kind of fragrance you rock when you're quite possibly the coolest dude in the room—and likely the most well-read, too.Staff Notes: “Perfumer H pretty much had me at their tagline: Making Air Visible. But then I smelled Ink, and was completely seduced. It transports me to lamp-lit reading rooms and old-world ateliers. And even better, because it's so light, I can apply it multiple times a day.” —Louis Cheslaw, contributing commerce editorBest Subtle Cologne: D.S. & Durga I Don't Know What EDPD.S. & DURGAI Don't Know What Eau de ParfumWell before skin scents became a thing, the indie aromatic heavyweights at D.S. & Durga dropped their now cult-classic I Don’t Know What Eau de Parfum in the late 2010s. It is less a traditional fragrance and more of an enhancer (though for many, it is the main aromatic event). The polar opposite of beast-mode projection, subtlety is its byword, with a verdant, woody air scent you lean in to experience rather than one that announces itself across a room. Iso E Super, a versatile synthetic aroma chemical known for its longevity and velvety skin-like texture, does most of the heavy, or rather light, lifting, blended with bergamot, vetiver, and sandalwood to create one of the best fresh skin scents of all time. Wear it on its own or use it to boost and layer with other fragrances. I don’t know what else to say; it all works.Staff Notes: “I Don’t Know What has a gentle and clean scent that feels like a whisper compared to more bombastic fragrances out there. The light citrusy hit of bergamot is exactly what I need when layering scents during the warmer parts of the year.” —Jordan Bowman, commerce editorBest Verdant Cologne: Guerlain Vétiver ParfumOne of the genre’s most renowned reference vetivers, this Guerlain classic has influenced not just every vetiver cologne, but many fragrances today, period. The composition is less the smoky, rooty side of the note and more early-morning, dewy freshness, clean and crisp, with just enough (good dirty) earthiness underneath to keep it interesting. Citrus and spice lift the opening before it settles into a grassy core, rounded out by touches of tobacco and woods. More than any grand concept, it smells like stepping outside early in the morning, when everything still feels a little cool, damp, and alive. With longevity and that timeless cologne feel, it has remained a benchmark since its 1950 debut and a signature scent for so many.Staff Notes: “This bottle has been in my rotation for a few years, and it’s a benchmark for anyone into fresh, verdant scents. To my nose, it’s always smelled of drinking a Negroni in a five-star hotel room, or someplace equally polished. I spritz it particularly in the colder months whenever I’m set to meet new people, because I find it's an easy way to make a good first impression.” —Michael Nolledo, commerce directorBest Office Cologne: Acqua di Parma Colonia EDCAcqua di ParmaColonia EDCSo many folks whose taste I admire wear Colonia. Endlessly polished and easy to wear, it’s about as close as it gets to a perfect daily driver. First introduced in 1916, the Italian icon still feels as relevant today as it did over a century ago, built on that signature blend of citrus, herbs, and woods, wearing its subtlety and old-world refinement on its (freshly pressed) sleeve. The opening is citrus crisp, before settling into herbaceous notes of lavender, rosemary, and vetiver over a smooth base of patchouli, sandalwood, and soft amber warmth. It carries that classic barbershop fougère-meets-Italian-citrus-grove energy, a cologne your dad (and his dad) wore to work and date nights alike—but that smells just as fresh on you today.Staff Notes: “'It's hard to pick the perfect cologne for the office’ is something I might say if I'd never smelled this bottle of Acqua di Parma. It smells like biting into a sexy tangerine, but in an inoffensive way that won't raise any eyebrows in your desk clump." —Doug Guida, social producerBest Floral Cologne: Aesop Rōzu EDPEvery exemplary fragrance house has a defining undercurrent. With Aesop (who's just as well known for its scents as its skincare), it's a botanical, earthy, elevated thread running through those amber-hued bottles. Rōzu Eau de Parfum is a woody, aromatic, rose-forward composition, not of the sweet or traditional variety, but for those who appreciate richer, headier takes. Rose, alongside iris, is one of my favorite floral notes, and here it's handled with nuance, pairing the dewy, velvety accord with a lift of citrus, then grounding it with sandalwood for creaminess, guaiac wood for incense-leaning flourishes, and vetiver for earthiness. A jasmine accord adds depth to the green, earthy rose aroma—another indie homerun from the Aussie house.Staff Notes: “I thought I wasn’t a rose-cologne person, but then Aesop mixed in some shiso and jasmine, and it was love at first whiff. Rōzu (the Japanese pronunciation of the English word “rose”), is my go-to when I want a unisex scent that’ll last just a bit longer than the work day, because I don’t want to be That Cologne Wearer at the gym.” —Mari Herrema, marketing and production managerBest Spicy Cologne: Dior Sauvage Elixir ParfumDiorSauvage Elixir ParfumPerhaps no cologne is as referenced, memed, reviewed, and well-known in modern mainstream fragrance culture as Sauvage. The line can get a little confusing, but it all comes back to a core DNA built on citrus, pepper, and ambroxan, just pushed in different directions. The EDT is ultra-fresh, the EDP adds warmth, and the Parfum goes denser. Then there’s Elixir, the darker, spicier, more aromatic outlier. It’s my favorite of the group, leaning into evening territory with nutmeg and cinnamon bringing gourmand warmth, grapefruit adding lift, and classic lavender giving it that fougère backbone, all resting on a heady base of amber, patchouli, sandalwood, and a subtly sweet licorice accord. Elixir is the refined, yet still slightly mischievous side of Sauvage—spicy, warm, fresh, and it smells good on pretty much everyone.Staff Notes: “I was gifted a bottle of Dior Sauvage, I think, to give to a man in my life. But I love men's colognes so I decided to keep it for myself. When winter rolled around, I gave it a try and I noticed pretty immediately that the scent had pull. (I got the most interest from an Uber driver who was terribly into my fragrance until I told him it wasn't for women.) Somehow it gave me that fresh-out-of-the-shower burst of energy while also smelling woody, warm, and sexy—perfect for cooler days. I'm happy I didn't give it away.” —Savannah Sobrevilla, associate editorMore Colognes To LoveThe fragrances above are all GQ staffer favorites, and I worked closely with the team to bring to life what makes each one worthy of a spot in your olfactory arsenal. Of course, scent is wildly subjective. One person's all-time favorite daily driver might leave someone else scrunching their nose. Tomato, tomahto. That's part of the fun, after all. No universal crowd-pleaser exists, and what smells incredible on one guy might not work for the next.Now, here's where I get to shine a light on a few personal favorites. From modern classics to under-the-radar niche gems and newer fumes, these are the colognes I love right now, along with a few I think deserve more attention, spanning a range of price points. Consider this a little extra olfactory inspiration, courtesy of yours truly.ByredoOud Immortel EDPI've smelled pretty much everything indie-luxe stalwart Byredo has put out over the years (including the new, fantastic Future Memories), but it wasn't until recently that I finally got my nose on Oud Immortel. It brings together just about every cold-weather note I adore, from oud and smoky incense to earthy patchouli, moss, and tobacco, weaving them into something sultry and almost decadent. But there's also that signature Byredo airiness, an almost skin-scent-like softness that keeps it from feeling too dense or overpowering.HermèsTerre d'Hermès Eau Intense VétiverWhen I first experienced Terre d'Hermès years ago, it immediately became a staple in my rotation. It's one of the best designer colognes ever, and I was, and still am, obsessed with its woody, citrusy elegance. But while the original is best suited to cooler months, with Eau Intense Vétiver, you've got an equally chic, warm-weather counterpart.HoraceIbiza 87 EDPFrench grooming favorite Horace knows how to make fragrances that smell like they should cost far more. Inspired by Freddie Mercury's legendary 41st birthday bash at Ibiza's Pikes Hotel in 1987, this is one intriguing aromatic. The name sounds summery, but to my nose, it's more like a winter holiday celebration, with crisp fir balsam and cypress lending an evergreen character.Vilhelm ParfumerieMorning Chess EDPI’ve been intrigued by New York-based Vilhelm Parfumerie for years, right down to those distinctive bottles shaped like miniature decanters, and Morning Chess is so, so smooth. It’s a blend of citrus and amber you don’t come across often: fresh and bright on the surface, just like the morning, but a few swift chess moves later, it settles into a regal, leathery warmth with an earthy undercurrent. Checkmate.Rite of WayOuter Realm EDPI’m a big fan of buzzy Brooklyn house Rite of Way, as all three (yes, just three) of its fragrances are so wonderfully indie and cool. I’m normally not one for aquatics, but its inaugural scent, Outer Realm, won me over by pairing citrus and marine notes with incense to create a scent that’s anything but banal. Citron and grapefruit bring a sharp, juicy brightness, while sea spray and lotus lend an airy, almost otherworldly quality. Then, as it settles, amber emerges, giving the composition a warmth you don't typically associate with aquatics.Essential ParfumsBois Imperial EDPQuentin Bisch is one of the most renowned and daring perfumers working today, and to my nose, he has a way with woods, giving them a richness and depth that's become a calling card. His Bois Impérial for Essential Parfums, a niche house known for making high-quality fragrances more accessible, has become a sensation on fragrance forums, and for good reason. Built around Akigalawood, a patchouli-derived ingredient with a rich woody character, it has a spicy, peppery bite, while an invigorating freshness keeps it from veering too heavy.PerfumeheadCanadian Tuxedo EDPLos Angeles–based Perfumehead’s exemplary Canadian Tuxedo reminds me of my childhood on Long Beach Island: Evening light dancing off the driftwood, when everything felt quiet, introspective, and creatively stirring. On paper, it sits in the amber family, but it wears like a meeting of resinous woods and coastal air, lifted by bitter orange leaf and coriander. As it settles, the fragrance takes on a warm, herbal quality with a touch of spice and a soft, musky finish that feels almost windswept.ArquisteL'Or de Louis EDPI respect the citrus fragrance family immensely, but as a leading note, it’s never been my everyday go-to. L’Or de Louis completely reframed it for me: a citrus shaped by smoke and gourmand tones that’s become a fixture in my olfactory arsenal. Aromatic indie heavyweights Arquiste have a knack for weaving history into their fragrances, and this one takes us to Louis XIV’s Versailles, where bonfires burned near citrus trees at the Grand Orangery. The gold flecks in the bottle are another nod to its grandiose inspiration, resembling, to me, little flickers of fire suspended in the glass.Santa Maria NovellaOpoponax EDCI recently watched a podcast where Sarah Sherman lamented that she could no longer get her hands on Santa Maria Novella's Patchouli. That's the kind of attachment people develop to the centuries-old Florentine house, helped also by its gorgeous bottles. I like Opoponax: a honeyed resin with a smoky, incense-like quality. Think monks in cloisters, holy water, dimly lit chapels, and quiet garden courtyards.FischersundNo. 23 EDPEven as Icelandic house Fischersund gains serious attention stateside, it still feels like the cool kid in the room, with a noir-leaning sensibility and music and art woven into its indie DNA. I adore No. 23, the flagship scent, which opens dark and smoky, almost charred, before softening into resinous woods, spice, and a hint of sweet citrus with a faint animalic undercurrent.CreedBois du Portugal EDPIt's not often I get to shine a light on a gem in Creed's storied catalog that isn't one of its many heavy hitters, but Bois du Portugal is a bit of a slept-on classic that currently has me hooked. An old-school gentleman's fougère, it's fresh, woody, spicy, and above all aromatic, built from little more than bergamot, a hefty dose of lavender, and a blend of woods and patchouli—proof that a few top-quality elements, blended exceptionally well, can speak volumes. Created in 1987, it still smells every bit as relevant today.Memo ParisIberian Leather EDPIberian Leather isn't for beginners; it's the kind of scent you have to vibe with to appreciate its artistry and complexity. A richly layered fragrance, it feels like wandering through a damp, historic castle as aged wood, worn leather, and the scent of nearby flower beds wafts through the night air. And the bottle is flat-out stunning, too, looking like something straight out of Game of Thrones.Understanding Cologne TypesEver wondered about the difference between an “EDT” and an “EDP?” It's not actually all that complicated. The primary differentiator comes down to the percentage of perfumed oils used in the product, which dictates how brands classify their scents. These days, we tend to treat “cologne” as a catchall term for any men’s fragrance, but technically speaking, the term is just one of many you should know about. These are the rest.Eau Fraiche: 1-3% perfume oil concentration. Very few fragrances are true eau fraiches these days; those that are classified as such will last for just an hour or two.Cologne/Eau de Cologne/EDC: 3-5% perfume oil concentration. We tend to refer to the broader category of men’s scents as “colognes," even when they don’t fall in this range.Eau de Toilette/EDT: 5-8% perfume oil concentration. Shop in this range or higher if you want a scent to perform past lunchtime. (And yes, the translation from French is literally “toilet water”. We promise you'll still smell great.)Eau de Parfum/EDP: 8-15% perfume oil concentration. This wide range of concentrations makes EDPs the hardest category to predict in terms of longevity and performance. Either way, an EDP or eau de parfum intense should be noticeably stronger than an EDT.Parfum/Extrait de Parfum: Parfums tend to be in the 15-30% perfume concentration range, but they can climb up to 40% before a brand switches to “pure parfum oil”. Some extraits and parfums are described as “eternal”—but remember, that’s not necessarily what you should be looking for.The classifications above aren't an exact science, of course, but the concentration levels they allude to are a solid indicator of where to set your expectations, and how much a fragrance will cost.How to Build a Fragrance RotationColognes right now have more personality than ever, and more and more gentlemen are moving beyond the one-bottle approach. Plenty of guys still swear by a signature scent, but many are building rotations based on budget, mood, and setting. As Jake Levy and Matt Belanger, founders of NYC fragrance shop Stéle, told us, “Today folks want variety: one to go out, one to go to work, one for date night, and even one to start a conversation.”If you’re starting from scratch, keep it simple: start with two bottles—one clean, versatile daily driver and one with a little more edge for nights out. From there, add by season or occasion, like say, something fresh and citrusy for warm weather, something woody or spicy for when the temps drop.Keep this in mind, too: classic fragrance families like citrus, woods, gourmand, and floral will always have a place, but modern perfumery is more wide-open than ever. As Carlos Huber of Arquiste puts it, if you love smoky oud or animalic leather, there’s no reason it can’t be your best cologne. Wear what fits your aura, not your algorithm.How We TestedAs one of GQ’s regular fragrance writers, I’ve spent years testing colognes and reporting on the category, while the wider shopping team has spent an inordinate amount of time thinking about what deserves space on a shelf. Together, we cast a wide net, considering household names, indie favorites, heritage heavyweights, and artisanal imprints.Because not every guy wears cologne the same way, or for the same reasons, we pay close attention to context and budget. We test scents on skin over full days of wear, tracking how they opened, dried down, projected, and lasted over time. Some needed to work at the office, others on date nights, others as an everyday signature. Each winning pick was judged on scent quality, longevity, versatility, and price, along with the simplest test of all: whether we actually wanted to keep spraying it.The result is a list that reflects a range of tastes, occasions, and price points—from tried-and-true stalwarts to modern disruptors, affordable go-tos to wildly expensive (but wildly worth-it) flexes.Production CreditsPhotographs by Bowen Fernie and Natalie Piserchio