When it comes to awards, we take them very seriously here at Esquire. And when it comes to fragrance, we’re even more serious.

Since the very beginning of the year, we’ve been putting every single new launch through extensive testing. We spray, we sniff, we wear, and then sniff again. Each fragrance is tested on multiple occasions—whether we’re at the office, attending black-tie events, or anywhere in between.

We evaluate them based on a variety of factors, from longevity and evolution to the number of compliments we receive—which, arguably, is the most important metric of all.

What begins as a year-long endeavor culminates in the list you have before you: our very favorite fragrances of the year.

Of course, we also understand that fragrance is highly subjective. That’s why this list includes something for all sorts of vibes—and budgets. So whether you’re drawn to fresh, light scents or prefer deeper, darker aromas, there’s something here for you.

Let’s face it: these days, it’s not about picking just one fragrance. Modern fragrance is about leaning into change and switching up your vibe as often as you change your clothes. Your grandfather might have worn the same cologne his entire life, but you’re not your grandpa!

The year 2025 is all about experimentation, busting out of your comfort zone, and blazing a new trail. Any of these fragrances are ideal tools to help you do just that. We wholeheartedly endorse creating your own collection and using fragrance intuitively—based both on how you want to smell and how you feel.

Fragrance is one of those things that might draw people to you, but at the end of the day, it’s all about you. It’s deeply personal and, we think, one of the best and most effective ways to express yourself.

So as you peruse this list, keep your mind and nose open. Trust us—they’re all winners.
https://www.esquire.com/style/grooming/g69308323/esquire-cologne-awards-2025/