The Story
Why it exists.
The beginning
Be Trendy Power arrived in 2011 from Dzintars, part of the Be Trendy line, a contemporary men's collection. It was built to feel current without abandoning the classic structure the line is known for. The name says it. The juice backs it up. This particular release leans woody aromatic rather than the bright citrus-forward entries in its sister lineup like Be Trendy Force. It carries the brand's signature discipline while reaching for something warmer and more resinous in the base. The opening cuts with bergamot, sharp and almost cold, rosemary threading behind it like a green stitch, and petitgrain softening the edges into something more botanical. Give it a few minutes and the composition pivots.
What separates Be Trendy Power from a dozen other woody aromatics on the shelf is the olive wood note anchoring the base and the tropical fruits tucked into the heart where you'd normally expect geranium or a clean floral. That combination pulls the composition into unfamiliar territory without ever tipping into novelty. The cedar and sandalwood at the floor give it structural mass. The olive wood carries a dry, almost mineral quality that reads more stone than forest, and it sits low, close to the skin rather than projecting aggressively.
The evolution
The first 15 minutes belong to bergamot, sharp and almost cold, with rosemary threading behind it like a green stitch. Petitgrain softens the edges into something more botanical, less bracing. Give it 30 minutes and the composition pivots. The lavender and juniper arrive, woody and slightly sweet, while the tropical fruits push through with an unexpected sugary warmth that lifts the whole middle out of straight aromatic territory. Oakmoss grounds it, keeps the sweetness honest. By the two-hour mark the top has mostly stepped back. What remains is olive wood and cedar, dry and faintly smoky, with amber warming the far edges. Sandalwood hums underneath, creamy and steady. Six hours in, it wears like a clean second skin, the woods softened into something close and intimate.
Cultural impact
Be Trendy Power arrived in 2011, a period when accessible men's fragrances were expanding rapidly and newer lines were competing for shelf space alongside established designer houses. Dzintars, the Riga-based producer behind the Be Trendy collection, positioned the line as a contemporary offering that could sit comfortably next to international designer releases at a more accessible price point. The Be Trendy range as a whole leaned into aromatic and woody profiles, bergamot, rosemary, petitgrain up top, olive wood and cedar in the base, creating a recognizable masculine signature that felt modern without straying into unfamiliar territory.
