Some Gen Z men are embracing an extreme online trend called “pheromone maxxing,” built around the idea that avoiding deodorant, clean clothes and regular showers could make them more attractive to women. The more radical version goes even further, with some participants drinking their own urine.

The theory casts ordinary body odor as a hidden romantic advantage. Followers claim deodorant could block their natural aura, while urine consumption is promoted through the unsupported belief that it preserves or increases hormones or pheromones linked to attraction.

A 2001 study previously suggested that a chemical associated with the opposite sex triggers a different response in the hypothalamus. However, the experiment demonstrated brain activation, not proof that refusing to wash or wearing dirty clothing makes someone more desirable.

Dr Zachary Rubin has now dismissed pheromone maxxing in a TikTok video shared with his 2.3 million followers. The double board certified pediatrician and allergist said there is “no scientific basis for this.”

“If you're trying to pheromone max in 2026 by not changing your clothes or bathing for several days to create some type of scent that will attract women, and potentially even drinking your own urine, I'm sorry to say this, but there's no scientific basis for this and in fact will likely repel women from you,” Rubin said.

Rather than experimenting with body odor, Rubin offered advice he believes is more likely to help men build confidence. As a physician who is happily married, he recommended beginning with basic personal care instead of searching for a supposed biological shortcut.

His recommendations included exercising regularly, getting enough sleep and maintaining good hygiene, including showering routinely. He also advised wearing clothes that fit and developing hobbies that help create an enjoyable life someone can feel proud of.

Rubin said those habits can support friendships and wider social circles, potentially opening opportunities to meet women someone may want to date. His message focused on building a fulfilling life rather than attempting to manufacture attraction through an unproven scent strategy.

The allergist also challenged the way some men approach conversations with women. He said that “if there are women that you want to talk to, you need to treat them like people, not puzzle pieces you're trying to solve”.

Rubin advised men to “lead with kindness, respect, curiosity, listening well, and showing that you are interested in what they have to say”. That approach, he argued, should replace attempts to decode women or treat attraction as a problem that can be solved through optimization.

He also addressed rejection, warning that it remains an unavoidable possibility. “Attraction is not owed to you. You can't force it or manufacture it. I've been rejected many times in the past, and yes, it can sting, but you have to move on and accept rejection gracefully,” he said.

Rubin warned that failing to accept rejection could create serious problems. If dating is not working out, he recommended taking a break, focusing on personal needs and moving forward only when ready, adding that doing so is acceptable.

The doctor’s verdict on the trend itself was blunt: “You don't need to optimize your pheromones, and there's no quick, easy fix to this.” His alternative centers on hygiene, friendships, self care and respectful treatment of other people.

“But if you are able to take care of yourself, maintain good hygiene, maintaining good friendships, treating people with kindness and respect, and accepting 'no' for an answer, then you are much more likely to lead a happier and healthier life,” Rubin said. For pheromone maxxers hoping odor provides an irresistible advantage, his advice is unmistakably less exotic: shower, build confidence and treat women as people.