‘Pheromone maxxing’: Why some people are ditching showers and deodorant to boost attraction

A mysterious dating trend dubbed "pheromone maxxing" is gaining traction on platforms like TikTok, suggesting that reducing personal hygiene practices may increase one's appeal. This movement, part of the looksmaxxing culture, advocates for forgoing deodorant and frequent showers to enhance natural body scent. Mental health expert Sonal Khangarot explains that individuals may be attracted to such extreme trends due to the simplicity and perceived control they offer over complex emotions like attraction, confidence, and rejection.

Social media amplifies this trend by rewarding novelty and dramatic transformations, which can turn healthy experimentation into compulsive behavior. Signs of unhealthy attraction optimization include obsessive focus on appearance, excessive reassurance-seeking, rigid routines, financial strain, avoidance of social situations, and neglect of personal well-being.