The most successful industries out there are the ones that play to consumers’ insecurities. Many self-care companies prey on people’s anxieties about how they look and smell, offering products that purport to make the wearer more appealing to romantic prospects and the rest of society by making them more attractive and less smelly. For much of the modern era, these products have been aimed at women, reinforcing dominant beauty standards and making bucket loads of money as sales have soared. Recently, that strategy has grown to reach a previously untapped market: men and people with penises. A slew of companies now offer all sorts of sprays, balms, and supplements for men’s nether regions. While convincing men to invest in full body hygiene, they are also changing modern ideas about masculinity.
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