This article was originally published in the Fragrance Trend Report. Receive your copy here
Fragrance continues to bloom as beauty's fastest growing category.
Even in the latest estimated sales across prestige beauty, fragrance is up 8%, while skin care and make-up are declining by 9% and 13% respectively (source: Daash Intelligence, year-on-year April 2025, week two).
Price rises are partially responsible, but there is another key reason for its continued success.
Young Gen Z consumers have been driving a fresh burst of growth within fragrance, and the transformative effect this is having on the industry has become even more apparent over the past year.
Whether it’s the unprecedented rise of body sprays, the trend for ‘smellmaxxing’, that is seeing teenage boys splash out on luxury and niche scents, or even the boom for green fragrances that followed ‘Brat’ summer last year, category growth within fragrance is being driven by young consumers.
The Fragrance Shop reported that it has seen 70% year-on-year growth in younger shoppers this year, while Piper Sandler said that teenage boys’ annual spending on fragrances has grown by 44% y-o-y.
And a Circana survey found that 55% of consumers aged 18-34 have changed their 'fragrance behaviour' over the past six months – the difference being that they now buy more body sprays.
The sales figures speak for themselves: in 2024, the market for body sprays doubled in Europe, charting growth of 107% to a value of €265m, and with Sol de Janeiro topping the segment as the number one brand.
This means that the body spray market is now worth almost half the market of women’s edts, in terms of units.
Mathilde Lion, Director of Beauty, Europe at Circana, says: We are seeing a new usage of fragrance, brought by the youngest generations.
“There are new types of applications of scent, such as body sprays but also body oils, solid perfumes and alcohol-free perfume.”
Beyond format, key trends such as premiumisation and stronger concentrations remain as potent as ever with intense and extrait versions continuing to appeal.
In 2024, all three of the men’s bestselling launches across Europe, YSL MYSLF Le Parfum, Jean Paul Gaultier Scandal Pour Homme Absolu and Boss The Scent Elixir, were intense versions.
Arnaud Guggenbuhl, Head of Global Marketing Insight and Image, Fine Fragrance at Givaudan explains: “Long lasting fragrances with strong sillage remain highly sought after, and on TikTok, the current craze is to prolong the longevity and diffusion of one’s scent trail.
“In response, many brands are introducing concentrated versions of their most iconic scents.”
The emotional connection, and in particular the ability of fragrance to impact mood, is another central point around which developments are evolving.
Speaking at The Fragrance Foundation’s Hot on the Scent event in London during National Fragrance Week in March, Aimee Mott, Brand Partner at TikTok said that the number one driver for fragrance on the platform is ‘how it makes me feel’ and that Gen Z consumers, in particular, are exploring “different scents for different moods.”
Gen Z are looking for scents that can influence mood and emotion, such as Initio's Power Self
Initio’s new unisex functional scent Power Self, for example, is said to “measurably influence self confidence and wellbeing” through the contrast of its blend of soft white florals and intense musks and spices.
The nostalgic trend for gourmand perfumes also continues to evolve, working its way through a range of favourite fruit scents.
Cherry remains highly popular, and raspberry has burst onto the scene, as used in Chanel's new Chance Eau Splendide.
Guggenbuhl notes that strawberry may be the next ‘it’ red fruit.
“The scent of strawberries provokes nostalgia and delight, while the sensual texture of the tiny seeds and luscious tart-sweet flesh creates a natural association to love,” he explains.
Consumers, and particularly the younger generations, are carving out a new era in fragrance, one where traditional rules surrounding fragrances are out, and experimentation is in.
The trends in this new Cosmetics Business report reveal the emerging shifts the industry is seeing, as a result.
Trends will be revealed in detail throughout May exclusively to subscribers, so don't miss out and subscribe.
Trend 1: Boozy notes
Just when you think fragrance has reached peak gourmand, the sugary sweet, ‘edible’ trend inspires a wave of new scents, with notes such as cherry – and increasingly, strawberry – wafting into the latest launches.
However, there is also now a growing interest in more savoury scents, and a refined and elevated twist is being provided by the rise of boozy notes, such as Cognac, whisky and rum.
While the use of boozy notes is far from new in perfumery, a shot of new alcohol-inspired launches started to pour in at the end of 2024 and have continued to flow through 2025.
This trend explores why boozy fragrances seeing a resurgence, and which consumers they are appealing to most.
Trend 2: Bedtime fragrances
Sleep has nestled to the centre of beauty and wellness trends, and for many companies, it has evolved into a core focus.
Estée Lauder appointed its first-ever Global Sleep Science Advisor, last month, while brands are also banking on bedtime fragrances following an uptick in consumer interest.
Functional fragrances have become an important part of our night-time routines, and TikTok has been instrumental in popularising this trend, attracting a new generation of fragrance consumers.
But bedtime fragrances go beyond a viral TikTok sensation: instead, this trend reflects shifting consumer attitudes towards why we wear scent and who we wear it for.
Trend 3: Solid fragrances
One of the key growth areas for the industry’s valuable Gen Z consumers is a growing interest in new scent formats.
Solid fragrances tick a number of high-ranking priorities in younger consumers’ purchasing considerations, ranging from sustainability to personalisation.
In addition to this, they offer benefits such as portability and competitive pricing compared to typical eau de parfum or eau de toilette fragrances.
Both well-established and emerging brands have taken note, and are looking at opportunities in this up-and-coming space.
Trend 4: Lickable perfume
Perfume that you can taste, as well as smell, is here in all its sensual glory.
While gourmand fragrances continue to captivate consumers, with luxury and affordable brands across the market creating scents inspired by food-inspired flavours, the increasing appetite for “edible” scents is giving way to a whole new category of foodie fragrances you can actually eat.
This trend explores how brands are creating truly multi-sensory experiences, hoping to entice consumers who love the rich, sticky blends of food-inspired blends, and whether they are ready for it.
Trend 5: Modern aldehydes
They have been used in perfumery for over a hundred years, but are now thrilling new audiences with a modern upgrade.
Aldehydes provide a dazzling freshness to fragrance, and when they were first popularised by Chanel No5, they triggered a revolution in perfumery.
And it is this “tremendous fresh and clean” facet – reminiscent of crisp white linen – says Givaudan's Guggenbuhl, that is particularly well positioned to appeal to young consumers who may be discovering aldehydic fragrances for the first time.
This trend explores whether the latest aldehydic launches, which offer radically clean, hedonistic and vintage ideas, can give Gen Z the comfort they are craving.