The Very Best Colognes for Guys

Time to find that new signature scent.

View in Browser  Friday, March 27, 2026 My brother texted the other day with an uncharacteristic message. "I have slipped on a dangerous slope," he wrote, "and started getting into cologne." Accompanying the message was a picture of his new signature scent, a vetiver cologne, and another note: "Transports me to somewhere I feel like I've been as a kid but never actually was." I think my brother is experiencing something Luke Guillory points out in our guide to the best colognes. Choosing a scent, Luke says, "is only half about smelling good; the other half is smelling like the idealized version of yourself." You can read more of Luke's advice, and check out several of our favorite scents—including, yes, a great vetiver cologne—below.   – Kevin Dupzyk, features director Plus: Americana collabs, a heritage-inspired Rimowa, and everything else Esquire loved this week Wake me up when Ryan Coogler's X-Files reboot premieres Why is the DOJ hoarding a boatload of bitcoin? The 23 Best Colognes of All Time, According to Esquire Time to find that new signature scent. The concept of a signature scent is a dangerous but necessary one. Dangerous because where do you start? How do you go about identifying a blend of smells that perfectly captures the multifaceted nature of your sense of self? And what if you want to take a day off your signature? But it's necessary because, well, like a uniform it creates a baseline for you to start at, play around with, and come back to. So how do you go about finding one?   You can go in two directions. You can go backward; this is how I got into fragrances. Think of one real-world smell you love—tobacco leaf, smoke of all kinds, and tomato vines for me—and figure out the colognes that call those ideas to mind. Or go forward and start with colognes. Find a bottle you love and follow your nose to similar brands and bottles you think smell good on you; figure out what it is that you like about it. Both methods make it pretty easy to figure out what you like—woods, spices, freshness, booze, or florals.    A lot of cologne advertisements promise, in one way or another, to make you smell like someone. A model. An actor. Forget that. Instead, choose a signature scent that you love, and don't be afraid to smell weird. This is only half about smelling good; the other half is smelling like the idealized version of your self. To find the one that makes you feel like you, start here. READ THE STORY Amazon spring's sale includes watches, meaning it's a good time to get yourself a new piece. Bellamy Richardson lists the best deals on Seiko, Citizen, and Casio. >> Want to try red light therapy? The health trend is available for fifty percent off on Amazon. Bryn Gelbart tells you how to save big on therapy masks, belts, and lamps right now. >> A Wisconsin Man Tried to "Test" the System by Committing Voter Fraud In Wisconsin, another case of Democrat … wait a second … Republican voter fraud has come to light. And he's been at it for a while. This is a septuagenarian stroke victim who has turned his life upside down because he bought the bullshit wholesale from the Costco of bullshit in the White House. I'm not cutting him any slack for what he did, but his life is in shambles because of dishonest politics practiced elsewhere. Give him a fine and some community service and let him go home. By Charles P. Pierce How to Find the Perfect T-Shirt I can't tell you how many times I've received an email from a new brand claiming to have "perfected" the T-shirt. It's always something like, "We tried every mainstream brand out there and just couldn't find the fit/finish/comfort/quality we wanted, so we decided to make it ourselves!" But this is a T-shirt we're talking about—how hard can it really be?   Here's the good news: We are in a golden age of T-shirts, and it began in 2022 with the arrival of FX's The Bear. As soon as Jeremy Allen White's Carmy Berzatto started doing his troubled muscled chef thing in a white crew-neck tee by the German brand Merz b. Schwanen, the menswear world went into meltdown, reframing the very notion of a T-shirt altogether. It was no longer just a basic cotton garment; it was now a luxury item with a rich, artisanal history, something you should spend good money on. By Charlie Teasdale Follow Us Unsubscribe | Manage Preferences | Privacy Notice | CA Notice at Collection Esquire is a publication of Hearst Magazines. ©2026 Hearst Magazine Media, Inc. All Rights Reserved. This email was sent by Hearst Magazines, 300 West 57th Street, New York, NY 10019-3779