This article was originally published in the Fragrance Trend Report. Receive your copy here
Across beauty and wellness, our relationship between scent and sleep has evolved into a core focus for many companies.
Estée Lauder appointed its first-ever Global Sleep Science Advisor, Dr Matthew Walker, last month, as it looks to further tap into the “global sleep movement” and deepen its night-time skin care research and innovation.
Fragrance brands are also banking on bedtime fragrances following an uptick in consumer interest which goes beyond the superficial desire to simply smell good before you hit the hay.
Instead functional fragrances have become an important part of our night-time routines.
Demonstrating efficacy with science-backed data is a significant factor in the success that brands are seeing in this space in 2025, especially those with a health-focused approach that’s simultaneously fun, playful and luxurious.
TikTok has been instrumental in popularising this trend, attracting a new generation of fragrance consumers, and follows the sustained interest in our bedtime regimes on the social media app – #sleepmaxxing videos have hundreds of thousands of views, #nightroutine has 1.4 million posts, #bedtimeroutine has 202.4k and #nighttimeroutine has 292.9k at the time of publishing.
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