8 Under-the-Radar Cologne Brands That Every Man Should Know

When you put scent to skin, alchemy occurs. The way your body chemistry reacts with the ingredients in any given cologne means that it will smell different on you than on anyone else. Of course, the shift is often subtle. And if you’re the sort of person who doesn’t like the idea of smelling like every other dude out there, starting with a global best-selling bottle might not be the best path to olfactory individuality.

That’s why we pulled together this list of cologne brands you might not know yet. We’re not getting all the way into the weeds. There’s nothing here that needs to be sourced from a guy who knows a guy who knows a guy, no scents designed to “challenge” you rather than, you know, make you smell good. Just a lineup of labels making scents we think you’ll love—even if you haven’t sniffed them yet. When you find something that feels right for you, spritz it on your skin and let the alchemy do the work.

If you want to know exactly what’s in your fragrance, Belnu will tell you. The new unisex fragrance brand was built on the philosophy that fragrances should be ethically sourced, naturally derived, and always fully transparent about what’s inside. At the heart of each fragrance is a core essential oil with mood-enhancing qualities, since Belnu believes scent should evoke not just appreciation, but deep emotion. Belnu has only four EDPs so far, but it just shows that quality outweighs quantity every time. You can’t go wrong with any of the four, and we like to think each one is perfect for a different season. Chai Fleur, for example, is the perfect cozy scent for autumn with warm spices, vanilla, and light floral and woody notes. It really smells like a hot cup of chai, hence the name. Bergamot Brio, on the other hand, is the perfect bright, citrusy scent for summer.

You might already know Horace for its skincare and haircare products. The French brand, cofounded by Marc Briant-Terlet and Kim Mazzilli, has been around since 2015. It’s quickly earned legions of fans for its no-fuss, easy-to-use products that are effective, affordable, and—crucially—completely free of the hyper-masculine BS that clings to so many men’s grooming brands. What you might not know, though, is just how good Horace’s fragrances are, especially considering each one carries a price tag of just $82. The lineup is small, just six scents total, but includes Esquire favorites like smoky l’Étiquettee and citrusy, woody Vetiver Primavera. The real standout, though, is Oud Rose, which blends floral notes with the depth and richness of oud. Some folks might find it a bit much for everyday wear, but it’s exactly the thing everyone should reach for on a special occasion.

Based in Grasse, France, Free Yourself is a unisex fragrance brand that invites its customers to connect with their senses using nature-inspired scents. We’ve written at length about how much we love Free Yourself’s Elements Collection, which started with four fragrances that represent the four elements and recently welcomed two new EDPs to the lineup. Our favorite from the collection is Eau (or water), which perfectly captures the freshness of a splash of water with citrusy top notes and a pop of pink pepper, aquatic and floral heart notes, and a musky base. The brand also recently released its second collection, the Mindful Collection, crafted to enhance moods like presence, wonder, and energy.

Have you heard of the Osmocosm? If not, don’t beat yourself up. It’s the brainchild of Daniel Patrick Giles, the L.A.-based founder of Perfumehead. You start with “osmo” for “smell”, add “cosmo” for “universe”, and you’ve got a great big new idea to explore. It’s a little heady, sure, but so is the ethos of Perfumehead. Every scent in the lineup, which focuses on heavily concentrated extrait de parfum, is steeped in storytelling. Take Cosmic Cowboy, which the brand describes as “Sunset Strip in the ‘70s.” It delivers layers of suede, spice, whiskey, and musk—lots of musk—that’ll make you feel like you’re dancing with someone wearing a fringed jacket in some dark corner of the Roxy or Whisky a Go Go. If that’s not your speed, maybe the citrus and sandalwood of 1272, inspired by the Wexler House in Palm Springs, or the vanilla and amber of La La Love will inspire you.

Abel aims to create distinctive scents using strictly natural ingredients, proving that fossil fuel-derived petrochemicals have no place in 21st century fragrance. The brand accomplishes this by harnessing new biotechnology. These innovative fragrances are made by fermenting natural plant sugars with bacteria, fungi, and yeasts, which turn into scent molecules. Expect fresh, nature-inspired scents like Green Cedar and Laundry Day. The brand's newest launch, Miami Split, is an intriguing mix of labdanum white oud and banana, which works surprisingly well.

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Nashville-based ranger station started out focused on fragrance—just not the kind you put on your body. Founded in 2015, the brand first made candles housed in reusable cocktail glasses. More than a decade later, its offerings have expanded considerably. There are hand creams and room sprays. Reed diffusers and car air fresheners. And, of course, impressively priced colognes—well, “unisex perfumes,” but same thing for our purposes here. If you like an old-school scent with plenty of leather, tobacco, and musk, Hoss won’t let you down. But it’s not all about the heavier stuff. Two-Trick Pony is a subtle fragrance enhancer built on amber, ambroxan, woods, and musk that can be worn on its own or layered with other scents. And you really have to lean in to notice Daisy, a mix of ambergris and sandalwood that sits close to the skin.

Yes, you can have luxury fragrances that are clean, cruelty-free, and come in sexy packaging—just ask the folks at Eauso Vert. Sustainability is paramount to the brand's creators, with all formulas being almost entirely biodegradable. The brand even uses upcycled fragrance notes derived from discarded natural ingredients like fruit and wood. Each scent is sophisticated and layered, like the fan-favorite Vanilla Embers EDP, which combines sweet vanilla bean with spicy cardamom and turmeric and creamy sandalwood for something more complex than your typical gourmand vanilla.

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We’ll admit it: The first thing that got us into Bianco Profumo was the packaging. With bold, bright graphics and fonts that look like they were lifted from vintage album covers, the look is unmissable. That was no mistake. The Chicago-based father-and-son team who founded the brand wanted to make it look like something right out of the ‘80s or ‘90s, with the scents themselves inspired by growing up Italian American. If it all sounds a little odd, rest assured it works. The fresh, floral Aqua Gardenia smells like a day lounging by the pool. Caffè Amaro smells like an espresso and an aperitivo, though not necessarily in that order. And Cherry Leather, one of our hands-down favorites, manages to blend sweetness with suede and musk in a way that’s entrancing but not overpowering. We can’t wait to see what they cook up next.