Skipping showers? Forgoing deodorant? Ditching hair wash day?
It might not seem like the most natural dating strategy, but some Gen Z men on TikTok are embracing their natural musk. They’re calling it “pheromone-maxxing.”
“Stopped washing my hair at all and now I unironically get more compliments on how it smells and looks (from women),” one user posted. “Pheromone maxxing is key.”
While science has shown scent can play a role in attraction, psychologists and dermatologists say there’s no evidence skipping showers is going to make you more desirable to potential partners.
“Pheromone-maxxing takes a kernel of legitimate science — the fact that humans produce individual chemical odors and that smell can influence how we perceive other people — and stretches it into a conclusion the science doesn’t support,” says Dr. Shereen Teymour, a board-certified dermatologist in New York.
The good news is, it seems the trend isn’t exactly widespread. The term has roots in the looksmaxxing community, which has advocated for some extreme methods to achieve physical attractiveness. For example, some controversial creators in the community have advocated for “bonesmashing” − a debunked practice of deliberately breaking bones so they heal back stronger and more chiseled – using drugs to lower their body fat percentage, or “leanmaxx,” and using self-injected filler in their face.
“I stopped using cologne, and I’ve been getting more compliments on my disgusting onion smell than ever,” one user posted. “The reason you can’t pull baddies is because you wear cologne and deodorant,” another person wrote over a TikTok.
What are pheromones?
Pheromones are chemical signals that are released between individuals of the same species, and that can trigger behavioral or physiological response.
Information like our emotional states, our health status and our age and genetic diversity can all be potentially emitted from the chemicals emitted from body odor, according to Pamela Dalton, a psychologist and olfactory scientist at the Monell Chemical Senses Center.
But though these chemicals are linked to mating in animal species, a link between pheromones and romantic attraction hasn’t been established in humans.
“Human chemical communication does not really influence behavior in the same way that pheromones in other species do,” says Dalton.
Can pheromones make you more attractive to the opposite sex?
Though they’re sometimes called “love chemicals,” there are many misconceptions about pheromones.
Being attracted to how a partner smells is a real phenomenon, but isn’t necessarily due to pheromones. When you’re attracted to how someone smells, it may be that you associate their unique scent with them, and have become fond of their particular smell.
Yet advertisements for “pheromone perfumes” that promise to intensify the effect of these chemicals have millions of views on social media.
And while some strong smells could be considered attractive for an intimate partner, like odor associated with physical or sexual activity, Dalton says it’s rare for this to occur with a stranger.
“Not showering isn’t pheromone-maxxing,” Teymour says. “For the most part, it’s bacteria-maxxing.”
How to practice proper hygiene
Use a gentle cleanser: particularly in areas where sweat, bacteria and odor tend to accumulate, such as the underarms, groin and feet, says Teymour.
Know the role of products on your skin: Avoid overly hot water and harsh antibacterial soaps if they’re drying or irritating your skin. Antiperspirant reduces the amount of sweat produced in the first place, while deodorant can help control odor.
You don’t need to go to the opposite extreme: for most people, showering regularly and after sweating or exercise is reasonable. “Ultimately, good hygiene doesn’t mean eliminating every trace of your natural scent or disrupting your skin microbiome. It means keeping the skin clean, comfortable and healthy,” Teymour says.
Rachel Hale’s role covering Youth Mental Health at USA TODAY is supported by a partnership with Pivotal and Journalism Funding Partners. Funders do not provide editorial input.
Reach her at rhale@usatoday.com and@rachelleighhale on X.