It’s no secret that Gen-Z males are into perfume. PureWow Senior Editor Dana Dickey writes that the discovery of the fragrance world was a rite of passage for her teenager , and the rise of smellmaxxing (aka the practice of curating a personal scent wardrobe to ‘optimize’ how you smell) shows just how deep the obsession runs. My own Gen Z brother is a budding fraghead, always happy to snag my “manly” perfume samples. One of the buzziest colognes out there these days? YSL’s Y ($165), which is arguably the scent of Gen Z TikTok right now . So, what’s the big deal? I tapped two Gen Zers to find out.

What Is YSL Y?

YSL is one of the fashion brand’s signature fragrances, launched in 1964 in response to the wild popularity of Chanel No. 5, which debuted in 1921. The men’s iteration,

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