If you’ve been in a soap aisle in the past decade, you may have noticed how utterly unhinged the men’s hygiene product naming has gotten—it’s negative numbers on the Kinsey Scale aggressively performative in there.
Like naming paint colors, naming perfume is almost entirely suggestive. And an antidote to the streak of “COOL-ICED VIOLENCE” and “NOT AT ALL GAY LUMBERJACK SWAGGER” type of perfumery names, here’s a set of decidedly less toxic, but equally masculine branding options.