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The New Cologne Brand That’s Using How You Dress to Tell You How to Smell

CologneThe New Cologne Brand That's Using How You Dress to Tell You How to Smell

Meet Hawthorne, a new fragrance company using science, surveys, and the world's best noses to make you smell your best 24/7.

Scent is something modern guys should be thinking about on a daily basis. Smelling awesome can elevate a man from passable to desirable, while smelling, well, not-so-great can instantly downgrade even the best-dressed stud. But with so many options out there, and at so many different price points, putting serious effort into zeroing in on the perfect smell can seem like a fool's errand. All of that is about to change. Starting today, there's one company looking to simplify that process and its name is Hawthorne. Founded by Hood By Air designer Phil Wong and his business partner Brian Jeong, Hawthorne's mission statement is to make selecting and buying cologne easy and affordable. And, having road tested the scents ourselves, we can confirm that yes, you'll also smell pretty damn great, too.

Through a brief (it will literally take you five minutes) survey, Hawthorne's site gains info about your personal tastes through questions about how you dress, what you eat, and even where you work to determine which of their ten scents will work for you. Some of their formula stems from intuition (if you're a smoker, you probably are down for smokey smells; if you're an introvert you probably don't want to attract a ton of attention), but most comes from months of testing and surveying men to find out what kinds of smells different types of guys find most compatible with their tastes and lives. (However, the dude-to-fragrance matchmaking game isn't always perfect. So if you're not happy with their picks the first time around, know they'll happily swap it out until you and your cologne are living in perfect harmony.)

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Like many young men today, Wong and Jeong grew up on a steady nasal diet of chemical-scented body sprays which is just what Hawthorne aims not to be. Not only are they working with a renowned fragrance house and using the best materials available, they've enlisted the talents of some of the world's foremost perfumers, including Quentin Bisch, Rodrigo Flores-Roux, and four-time Fragrance Of The Year Award winner (an actual thing!) Olivier Gillotin to craft these colognes from the bottom up.

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Hawthorne

And while we'd be excited about finding a hand-picked scent of our very own, our favorite aspect of Hawthorne's business model is that they hook you up with two scents that serve the same profile, one for work and one for play. After all, smelling great at your job isn't the same as smelling great when you're, say, on a first date. Do you really want to spritz yourself the same way you do before nosediving into eight hours of work right before dinner? Probably not. It's about time someone made smelling great this easy and personal. The only question left is—which cologne, or should we say, colognes are you?

$100 (for two 50ml fragrances), available now at hawthorneformen.com

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