Roja Dove (2022)

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Apex by Roja Dove

Fragrance Overview Where to Buy Reviews Community Ownership

About Apex by Roja Dove

People & Companies

Roja Dove
Fragrance House
Roja Dove
Creative Director

Apex is a men's fragrance launched in 2022 by Roja Dove

Fragrance notes.

  1. Top Notes

  2. Heart Notes

  3. Base Notes

Where to buy Apex

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Reviews of Apex by Roja Dove

There are 3 reviews of Apex by Roja Dove.

Apex does have a similar style to Sauvage Elixir, but instead of having the sweet freshness of Sauvage that makes Elixir a nice mix of modern and mature, Apex leans harder into mature. The sweet, freshness of Sauvage is replaced with crisp, bitter, smokey greens. Fougere fans should give this a shot. Could be a winner. For me, I'm not a fan and I'll take Sauvage Elixir anyday.

Performance is great. There's plenty of projection and all day longevity.

For starters, let's ignore that every "opinions are my own" sponsored YouTube clown from here to Kingdom Come has almost nothing but praise for this thing, even if chances are likelier than lightning striking twice that they were given their bottles in exchange for their vote of confidence. The fact you cannot get a straight opinion about this stuff online anywhere is extremely saddening, and telling of the true power "influencers" hold over public perception of a product in our dying Corporate Ghoul-led consumerist hell-hole of a world, even beyond what any traditional advertisements can achieve, rendering any kind of public opinion on it moot, since the sycophants of these charlatans drown out any dissent. Once the dust settles and it's just you, the sample or bottle of Apex by Roja Dove (2022), and your thoughts, it's very difficult to form any sort of unbiased opinion with the echoes of brain-dead banshees shouting "latest banger" still ringing in your ears. Finally, when you realize this is a scent aimed at a very peculiar demographic of early Gen-Z millionaire trust fund playboys just barely old enough to drink, plus likely one more moving violation away from being locked up for drifting their Mercedes AMG into oncoming traffic, requiring daddy to bribe the judge -again- just to keep their license, and you just want to chuck the bottle at their windshield instead of spray it to test. It only gets worse from here.

Welcome to detached affluence in a bottle, version 8.271 or something. This time around, Millennial older brother and Gen-X dad who were targeted by Elysium Parfum Cologne by Roja Dove (2017) and then the rest of the expanded Parfum Cologne range respectively, they're left conspicuously out of the equation here with Apex. Instead, we get some musings about being an apex predator, and getting one of 12 different "spirit animal" cards that will likely sit well with Native Americans knowing that stuffy old British former-colonizers are still appropriating their culture without a care in the world to what it actually means, just to use as a gimmick to sell overpriced "men's cologne". All of this must be an attempt to find the inner apex predator (also read: inner sociopath) that is inside of every corporate neo-aristocrat spawn looking to justify why he is better than you. Give me a break. The smell of Apex is pretty much a mish-mash of Creed Aventus (2010) top notes over something a bit sweeter and more aromatic. The herbal quotient is joined by hedione and then everything plunges into the usual kitchen sink that is the Roja Dove base. Elemi, tobacco, sandalwood, leather, oakmoss, amber, labdanum, musk, and claimed real ambergris (likely ambroxan) fill out a bottom end that wants to be a 1980's powerhouse without the challenge of an actual 1980's powerhouse. The young guys this reaches for won't understand it, but they also might not care if Apex strokes their alpha male complexes the right way. Projection goes for 3 hours, overall wear for 8.

Ultimately, we have a fragrance that tries to covertly sneak the stuff dad and older brother loves about men's fragrance, into something the little Logan Paul wannabe younger brother will wear, maybe coaxing him to let his blue sauces go and someday reach for a bottle of Ralph Lauren Polo (1978), or some high-end luxury proxy Roja will have cooked up by then. Let me tell you, when you're doling out goodies to all the confidence hustlers online, so they can have their flocks drink the Kool-Aid and run out to blow $300+ on something that smells like you spilled several different random fragrances from the Macy's counter onto your shirt at once, you've really got your audience all figured out. Bottom line here is I can sort of respect the sneakiness of trying to put some older-style notes in the base of what is otherwise a modern build men's fragrance; but when your fragrance retails for this much, needs social engineering on a grand scale just to be relevant, and has such a toxic image to go along with it, I just cannot abide. If you want to layer Montblanc Explorer with some Givenchy Gentleman (1974), you can do that a lot cheaper than buying this, and probably smell better in the process. Something like Apex coming out from an indie brand at nearly the same price point but with a more genuine interest in doing something weird could have been cool, especially with a novel artistic flourish here or there. This however, is just trite ego-stroking hubris in a bottle sold to the usual spin-clappers that think owning a Tesla is being progressive. Thumbs down

These bottles come packaged with one of twelve different "apex predator" collector cards. Trade with your friends and collect them all. Which one will be YOUR apex spirit animal?

Yeah, I'm not kidding ... this release has reached a new low for what was once a respectable brand.

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