A growing trend on TikTok, primarily among Gen Z men, involves forgoing showers and deodorant in an effort to increase their natural body odor, a practice dubbed 'pheromone-maxxing.' Proponents believe that a stronger natural musk can enhance sexual attractiveness.
Some individuals participating in the trend reportedly wear unwashed shirts and, in more extreme cases, consume their own urine, believing it helps to 'sweat out toxins.' The underlying theory suggests that amplified natural pheromones, chemical signals transmitted between members of the same species, can lead to greater appeal.
Pheromones are well-documented in insects and animals, and some are known to be odorless. While research has indicated that human body odors and secretions can influence psychological and physiological responses in others, scientific consensus on a direct link between natural body scent and consistent, strong behavioral attraction in humans is lacking. Scientific American notes that while some evidence for human pheromone effects exists, no single human pheromone has been definitively identified.
Early research, such as a 1995 study commonly referred to as the 'sweaty T-shirt study,' explored scent and attraction. In this experiment, female participants rated the odor of T-shirts worn by male participants. Women generally found the body odors of men with different major histocompatibility complex (MHC) genes—a group of genes crucial for the immune system that can influence body odor—to be more pleasant than those of men with similar MHC genes. However, this preference was reversed among women taking oral contraceptives. Subsequent studies have yielded mixed results, with some research suggesting that cultural factors, like a history of arranged marriages, might influence partner selection related to MHC genes, while other analyses have found no strong evidence that people prefer partners with different MHC genes or find their body odor more attractive.
The 'pheromone-maxxing' trend is connected to the broader 'looksmaxxing' movement, which encourages users to optimize their appearance and attractiveness through various means, including cosmetic procedures and extreme diets. The concept of enhancing attractiveness through natural scent has circulated online since at least 2024, drawing mixed reactions. Discussions on social media platforms and news programs have highlighted skepticism and concern regarding the practice. Some social media users have questioned the effectiveness of natural pheromones in social interactions and expressed bewilderment at the idea of forgoing basic hygiene. On Fox News, discussions about the trend included advice favoring simple hygiene practices such as showering with soap and shampoo and using unscented deodorant, with concerns raised that strong colognes or body odor can send the wrong message.