India, Sept. 3 -- Strap: The latest dating trend asks young men to ditch deodorant and embrace their natural "musk" in the belief that it boosts attraction. Science, however, isn't buying it. What is it? Pheromone maxxing is a viral trend where young men stop showering, ditch deodorant, and wear unwashed clothes. They believe saving their natural body odor releases "pheromones" that make them more attractive. How did it become so popular? It began on TikTok around 2024 as part of "looksmaxxing" (online self-improvement culture). Influencers like TikToker @fluffdumpster blew up by posting videos defending their unwashed scent as a natural attraction tool. The trend is back because older videos and jokes are going viral again. Clips of creators wearing shirts with slogans like "I'm not stinky, I'm pheromone maxxing" are being shared across social media. Does it work? Scientists have never proven that humans have attraction-boosting sex pheromones. While natural body scent plays a small role in attraction, skipping hygiene just causes bad body odor, especially in hot climates, which usually drives people away....