# Masculine Gen Z Fragrances YSL MYSLF is a Refillable Fragrance Redefining Modern Masculinity By Laura McQuarrie | Published 2023-09-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ysl-myslf References: [glossy.co](https://www.glossy.co/pop/ysl-taps-5-gen-z-stars-for-myslf-mens-fragrance-campaign/) & [yslbeauty](https://www.yslbeauty.ca/en_CA/fragrance/men-s-fragrances/myslf-eau-de-parfum/WW-51115YSL.html) [YSL](https://www.trendhunter.com/trends/ysl-y-elixir) [MYSLF](https://www.trendhunter.com/trends/myslf-absolu) is a new men's fragrance for [Gen Z](https://www.trendhunter.com/trends/fine-fragrance-collection) and after announcing Austin Butler as a global ambassador in early August, YSL is bringing on five more celebrities who embody modern masculinity. Fronted by YSL Beauty Global Ambassador Austin Butler, MYSLF is represented by five insightful and influential voices: Finn Wolfhard, Lil Yachty, Hunter Doohan, Steve Lacy and Noah Beck. Each new US voice represents a different facet of masculinity like authenticity, rawness, vulnerability and freedom. The MYSLF eau de parfum itself is a refillable fragrance for a new generation that's characterized by a fresh and vibrant opening accord of bergamot, orange blossom at its heart, and woody and sensual Indonesian patchouli heart and Ambrofix at its base. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 79% | Activity: 85% | Freshness: 18% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Gen Z Fragrances:** The rise of Gen Z fragrances offers opportunities for brands to redefine masculinity and cater to the preferences of the younger generation. - **Refillable Fragrances:** The popularity of refillable fragrances presents a disruptive innovation opportunity for companies to meet sustainability demands and reduce environmental impact in the fragrance industry. - **Representation in Fragrance Marketing:** The inclusion of diverse and influential voices in fragrance marketing allows brands to tap into different facets of masculinity and resonate with a wider range of consumers. ### Where This Applies - **Fragrance Industry:** The fragrance industry can leverage the trend of Gen Z fragrances to capture the attention and loyalty of younger consumers and drive sales. - **Beauty Industry:** Incorporating refillable fragrances into the beauty industry can attract environmentally conscious customers and differentiate brands in the market. - **Advertising and Marketing Industry:** The use of diverse and influential voices in fragrance marketing provides opportunities for the advertising and marketing industry to create impactful and inclusive campaigns. ## Related on Trend Hunter - [Reinterpreted Sleek-Bottled Colognes](https://www.trendhunter.com/trends/myslf-absolu.md) - [Gen Z Fragrance Campaigns](https://www.trendhunter.com/trends/fine-fragrance-collection.md) - [Elevated Men's Fragrances](https://www.trendhunter.com/trends/ysl-y-elixir.md) - [Evocative Unisex Fragrances](https://www.trendhunter.com/trends/ysl-beauty-muse.md) - [Celebrity-Backed Fragrance Ads](https://www.trendhunter.com/trends/axe-1.md) - [Youth-Friendly Non-Irritating Fragrances](https://www.trendhunter.com/trends/everedens-new-scent-category.md) - [Storytelling Gen Z Fragrances](https://www.trendhunter.com/trends/oscar-emil.md) - [Playful Next-Gen Colognes](https://www.trendhunter.com/trends/notewrks.md) - [Next-Gen Mood Fragrances](https://www.trendhunter.com/trends/boy-smells-20.md)