President-elect Donald Trump has added two new fragrances to his merch shop: Fight, Fight, Fight and Victory 47. Among many others, the launch raises questions about the future of the grooming industry. “The fragrances stand out because they lean heavily into traditional masculinity at a time when male grooming has become all about inclusivity and diversity,” says Pauline Oudin, CEO of marketing agency Gradient Experiential. “Most grooming brands today frame selfcare as a universal concept that transcends outdated gender stereotypes.”
These colognes (both currently sold out, with the next batch available on pre-order) aren’t Trump’s first. He launched Success in 2012 with licensee Perfumania Holdings, which discontinued the scent in 2015 as it wound down its retail operations. Donald Trump: The Fragrance, licensed by beauty conglomerate Estée Lauder Companies in 2004, was again short-lived, with production ceasing for undisclosed reasons. This time, the fragrances hit differently. Trump is soon to be in power in the US and at the epicentre of a broader societal shift towards conservatism.
“Consumers don’t experience a scent or touch a product through ads. What they buy into is a feeling, a lifestyle, or an aspiration,” says Daniel Levine, analyst at global trends consultancy the Avant-Guide Institute. This reliance on perception is why traditional ideas of masculinity persisted in male grooming marketing, typified by Old Spice’s ‘Smell is Power’ campaign or products named Black Steel and Spartacus, personifying masculinity as being strong and decidedly one-note.
Trump’s fragrances embrace this perception explicitly. They are marketed as being “for patriots who never back down” and “for men who lead with strength, confidence and purpose”, while the scent’s packaging features Trump’s raised fist. “This taps into a hyper-masculine sentiment that may resonate with men seeking to reclaim an assertive, old-school identity,” adds Oudin.
The timing is significant. “Since 2020, our research shows a decline in public engagement with diversity and inclusion, alongside a growing conservatism in attitudes towards gender roles,” says Chris Beer, senior data journalist at consumer research firm GWI. The firm reports a 15 per cent drop in the numbers of Americans who view traditional gender roles as outdated. On social media, movements such as ‘trad wives’ — garnering over 113.1 million views on TikTok — reflect growing nostalgia for conventional norms. Similarly, trends like the ‘carnivore diet’ have surged in wellness spheres, with Google searches up 76.6 per cent year-on-year and TikTok weekly views averaging 25.2 million, per consumer trends platform Spate.
“Social and consumer trends rarely operate in bubbles; they are reflective of society at large and impact most industries,” adds Levine.
What’s at stake?
The grooming industry has only recently embraced modern notions of masculinity, favouring inclusive branding, diverse ambassadors and gender-fluid marketing.
Brands like Horace, Harry’s and Patrick emphasise approachability and inclusivity, while fragrance houses such as Le Labo, Byredo and Maison Crivelli avoid gendered ‘for her’ and ‘for him’ marketing altogether. Celebrities like Harry Styles, Jared Leto and Pharrell Williams have also challenged norms, launching beauty lines that blur traditional gender distinctions. Major luxury brands have also leant in: Chanel appointed Timothée Chalamet as the face of its Bleu fragrance in 2018, while in September, Rabanne named Troye Sivan its first global makeup ambassador. Chanel introduced Boy de Chanel, a makeup line for men, in 2018.
Male creators and athletes have also pushed back on stereotypes, with influencers like Patrick Starrr and Bretman Rock pioneering male makeup content, and athletes like Caleb Williams and Noah Lyles sporting decorated nails. “The diversification of the grooming industry has been key to its growth and relevance,” says Levine.
This evolution has driven the global grooming market to $55 billion in 2024, according to data analytics firm Euromonitor. What would a backslide on gender blending do to sales?
“Nostalgia for clear-cut ideas of manhood exists, but today’s consumers value individuality and emotional authenticity,” Oudin says. Younger generations, in particular, view grooming as an avenue for self-expression rather than mere demonstrations of power. Horace CEO Marc Briant-Terlet is similarly unfazed. “This shift provides an opportunity to reaffirm the importance of inclusivity through education and content,” he says.
Duality on the horizon
Experts predict marketing strategies may split in response to societal shifts. “We’ll likely see a surge in hyper-masculine branding with muscular naming conventions,” predicts Levine. Oudin agrees, anticipating taglines like “Command the room. Command the world” or “The power of scent. Own it.” As for campaigns, “they could reflect a bolder, more traditional image of masculinity, possibly using nostalgia and dominance as themes to position men as protectors and providers who exude control and command”, she adds.
Some brands already lean in this direction. Duke Cannon’s Leaf and Leather Big Ass Brick of Soap is marketed to “explore the Great Plains on horseback rather than navigate the parking lot of an outlet mall in a compact car”. Proposing men to “take a trip back in time when a nice, masculine scent didn’t involve citrus fruits or flowers” — evoking rugged imagery that contrasts sharply with gender-neutral marketing from competitors like Harry’s or Patrick. Similarly, Dr Squatch highlights outdoorsy themes, while Anthony Skin’s Charcoal Face Wash uses phrases like “Charged with charcoal. Unmask your confidence.”
Moving forward, grooming campaigns are likely to polarise. “One will cater to conservative ideals of masculinity, as Trump demonstrates,” Oudin explains. “The other will double down on progressive, emotionally driven storytelling. Consumers increasingly align their purchases with their values, leaving little room for middle-ground messaging.”
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