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Finding a signature scent is a journey that can last a lifetime, and when we do find it, we tend to want to keep our secret weapon, well, hidden. As the battalion of millennial men wearing Le Labo Santal 33 proves, smelling like everyone else is hardly the goal, which is why it stings a little when a once-underground perfume goes viral on TikTok (solidarity with long-time Baccarat Rouge devotees).
Beauty editors will happily argue for hours over the best perfumes, and…
