If you have a delicate constitution, please do not proceed any further with this article. I cannot be held responsible for the assault that is about to be unleashed upon your disgust reflex. Some of the men folk have stopped washing their clothes and their crevices and are now deliberately cultivating an animal-like musk. They are doing this in the mistaken belief that such a funk will be stuffed full of sex pheromones and will have women battering their grubby doors down. Welcome to the whiffy world of “Pheromone Maxxing.”

I should say, right up at the top, it’s not all men. In fact, the phrase “not all men” could have been designed for this very issue, and thank God for that. It is a very small number of shower-dodging individuals who are promoting this codswallop online to their gullible male followers who really believe if they turn themselves into a human sourdough starter, they will get laid.

“As a guy, once you figure out your pheromone smell, there’s no going back. Your pheromones could be better than any cologne,” promises one young fella on TikTok. “I stopped washing my hair at all, and now I unironically get more compliments on how it smells and looks (from women),” said another.