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Why Are Men Not Showering Before Dates Now?

Summary by India Today
A social media dating trend is urging people to skip showers and cologne before going out. Scientists say the idea rests on unproven human pheromones and mixed evidence on attraction.

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A new trend that circulates in TikTok is leading some men of the Z generation to abandon basic hygiene habits before loving encounters. Called "maxxing pheromones", the practice consists of avoiding the bath and deodorant and, in some cases, wearing clothes that have already been worn and are impregnated with sweat, in an attempt to make the natural smell of the body more attractive to possible partners.

·Rio de Janeiro, Brazil
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An unusual and potentially dangerous trend is gaining popularity in the dating world — “pheromone maxxing”. By analogy with the popular looksmaxxing movement, men are trying to increase their sexual attractiveness by increasing pheromone levels. To do this, they give up showers, deodorants and perfumes before first dates, reports the Daily Mail.

A new dating trend among men should promise more success among women. This does not include taking a shower or using a deodorant.

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India Today broke the news in Noida, India on Tuesday, September 1, 2026.
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