Fruity radiance as a new olfactory signature
Over the past few years, perfumery has been undergoing a true fruity revolution. After the era of luminous florals and powerful amber woods, it is now the indulgence of fruits that takes center stage, not as a mere top note accent, but as the vibrant heart of the composition. This phenomenon, which can be described as a “fruity overdose,” reflects a quest for sensory immediacy and unapologetic expressiveness.
The rise of fruits in overdose
Traditionally, fruits were used sparingly, often as an opening touch to bring freshness, energy, or gourmandise to a fragrance. Today, however, creators no longer hesitate to push the dosage to the extreme, making fruit the very backbone of a perfume. Creamy banana, juicy mango, sparkling passion fruit, tangy pineapple, or crisp lychee: so many notes that burst forth, assert themselves, and seduce a generation eager for bold, playful olfactory sensations.
Several recent creations perfectly embody this daring spirit. Oud Majacujá by Maison Crivelli, for instance, pairs vibrant passion fruit with textured oud, offering a powerful contrast between tropical acidity and woody depth. Black Mango by BORNTOSTANDOUT showcases a black mango, fleshy and mysterious, underlined by dark facets that enhance its character. As for Éclaire Banoffee by Lattafa, it dares to twist creamy banana into an oriental gourmandise, comforting and addictive. These perfumes bear witness to a clear intention: no longer relegating fruity notes to the background, but making them the very soul of the fragrance.
The Middle Eastern context: A unique resonance
While Europe and the United States initiated this fruity wave, it is in the Middle East that it takes on a unique dimension. There, the taste for intense, identity-driven perfumes aligns perfectly with this aesthetic of abundance. Consumers in the region appreciate generous, rich, and enveloping notes scents capable of leaving a strong signature.
The creations mentioned above, in fact, find a particular resonance in this market: the pairing of tropical fruits with woody or oriental facets corresponds perfectly to local expectations. Fruity overdose, when enriched with amber, resinous, or spicy bases, finds its place in a register that appeals as much to niche enthusiasts as to consumers seeking novelty.
Exotic pulse: The embodiment of the trend
At Parfex, we set out to explore this dynamic in our brand new trend book Middle-East 360: A Fine Fragrance Story 2025, highlighting the region’s key olfactive trends. Among the eight creations in the collection illustrating this study, our perfumer Lucie Lopez crafted Exotic Pulse, reflecting this fruit-forward trend.
“I imagined Exotic Pulse as a bold escape. The fragrance opens with sun-drenched mango and a banana yogurt accord. At the heart, I wanted to intertwine the golden richness of ylang-ylang with the sensuality of leather, creating an unexpected contrast. Finally, I built a warm and enveloping trail of sandalwood, vetiver, and cashmere wood like a reminiscence of desert air at dusk.”
Towards a new fruity era
Fruity overdose is not just a passing trend. It reflects a profound transformation in the codes of perfumery, where excess becomes a vector of identity and boldness. It paves the way for new experiments: unexpected pairings between fruits and salty, spicy, or milky notes.
Within this creative effervescence, Exotic Pulse stands as a milestone: a perfume that dares, that captures the present moment, and that illustrates the richness of bridges between cultures, trends, and territories. The future of perfumery will no doubt be written with even more fruits, more colours, more pleasure, and we are ready to embrace this movement.
