A growing number of women on social media are intentionally wearing heavy or unconventional fragrances as a form of “man repellent,” a viral trend that users say is meant to deter unwanted advances and flag potential cheaters.
The trend gained momentum after a TikTok creator stitched a clip of comedian Rick Glassman saying, “We don’t want you to wear perfume. We don’t like it. It smells like poison,” and then doubled down by spraying on multiple perfumes and captioning the video, “Perfume is man repellent!!!” Other influencers and commenters amplified the idea, urging followers to swap sweet, traditionally attractive scents for woody, smoky or spicy notes that some men reportedly find off-putting.
New York City–based beauty influencers and everyday users have shared variations on the theme. Some women say they wear heavy layers of women’s fragrance; others report using men’s cologne as a blunt signal that they do not want to be approached. Commenters on the platform suggested that men more often prefer sweet smells such as vanilla, so choosing pungent or less conventionally “attractive” notes can discourage attention.
Users framed the practice as a defensive or humorous response to infidelity and harassment rather than a romantic strategy. A number of posts referenced dating fatigue and efforts to avoid partners who might be cheating, while other videos presented the tactic as a lighthearted “life hack” when entering settings such as bars or parties.
The perfume trend has run alongside other playful deterrents. Glitter, which is difficult to remove and can transfer between people, has also been adopted by some women who post videos showing it as a marker that could expose physical contact or proximity — a tactic that has itself gone viral in clips accumulating millions of views.
Influencers who promoted the repellent concept said the phenomenon had been simmering for years but had been largely beneath the mainstream radar until recent social-media amplification. The movement’s supporters say it allows women to control attention through scent choices, while critics on the platforms cautioned that scent preferences are subjective and that the effect is anecdotal rather than scientific.
Experts in fragrance and consumer behavior say scent reactions vary widely among individuals and are shaped by cultural associations and personal history, making it difficult to generalize about what specific notes will universally repel or attract men. Social-media users, however, continue to experiment and share results, offering recommendations ranging from smoky oud and peppery accords to strong citrus and medicinal camphor notes.
The trend remains mainly a social-media phenomenon, with its reach measured in views and engagement rather than academic studies. Creators and participants describe the practice as a form of boundary-setting expressed through fashion and beauty choices. Whether adopted as provocation, protection, or performance, the movement illustrates how digital platforms can quickly transform personal grooming choices into collective, culturally loaded statements.
Reporting on the trend notes that while some participants claim success at deterring unwanted approaches, the practice is not a substitute for broader discussions about consent, relationship fidelity and safety, and its prevalence outside of viral videos is not yet quantified.