Presented at an exclusive event at The Fragrance Shop's Oxford Street flagship, the report revealed a significant shift in consumer behaviour, with fragrance lovers moving away from the idea of a single signature scent and instead building fragrance wardrobes tailored to different moods, occasions and identities. The findings also highlighted the rise of "Gourmand 2.0", where creamy, toasted and textured notes are replacing overt sweetness, alongside growing interest in fragrance layering, ingredient literacy and alcohol-free fragrance innovation.
The report is underpinned by wider industry momentum, with prestige beauty sales growing by 4% to $24.1 billion, and identifies a new generation of consumers who are increasingly interested in understanding ingredients such as oud, saffron, amber, iris and tonka, rather than simply following viral fragrance trends.
A panel of industry experts, including Tia O'Neill, Senior Account Manager at CPL Aromas, Jean-Charles Mignon, Senior Perfumer at CPL Aromas, fragrance creator Jimi Oketunji, Carl Groenewald, Training Manager at Parfums Christian Dior, and Lisa Crossley, Customer & Marketing Director at The Fragrance Shop, discussed the report's key findings and what they mean for the future of the category.
From the growing influence of Middle Eastern fragrance culture and the evolution of scent layering, to the rise of water-based formulations and more nuanced approaches to fragrance performance, the discussion reinforced a clear message: consumers are no longer just buying fragrances, they are using them as tools for self-expression, identity and emotional connection.
