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From luxury to gender-neutral.
Although iconic and universally appealing perfumes, plus specific notes, will always be crowd pleasers and therefore formulated on repeat, fragrance pros say that the ebb and flow of fragrance trends are also unstoppable.
According to Keta Burke-Williams, founder of Ourside fragrances, fragrance trends “are cyclical and with TikTok and social virality the trend cycles are shortening,” she shares. “I think we are seeing some brands slow down and do novel and thoughtful takes on trends, which I love, and in general we’re trying to find ways to deliver fun and unique fragrance experiences.”
Regardless of the current fragrance trends, Burke-Williams recommends staying true to you. “I’m a major proponent of scent by mood, which changes even more than the season does,” she says. From memory enhancers to mood boosters, customization, and on-trend notes, fragrance has the power to do it all. “Fragrance is a form of self-expression and it’s our job to offer a choice and a voice for the wearer,” says Dana Steinfeld, SVP of brand incubation and product innovation at Maesa.
Read on to discover the top fragrance trends by experts in the olfactory world.
Complex Gourmand
“Gourmand fragrances, namely with vanilla in their base notes are highly popular right now,” says Pierre-Yves Vrezillion, executive vice president of Lolita Lempicka fragrance in Paris, France. “Vanilla dries down differently based upon each person’s body chemistry allowing each fragrance to take on their own olfactory life depending upon who is wearing it.” Also trending in this category: “Fragrances that have cherry, candied apple, chocolate, and whipped cream notes,” he explains. “These are more daytime gourmands where the vanillas are more for evening.”
Luxury
“There’s a reason why "how to smell expensive" has over 28 million views on #Perfumetock on TikTok,” says Vrezillion. “If your fragrance provides a rich fragrance composition with the best of oils and ingredients and comes in a beautiful, luxe bottle, you not only smell amazing but you feel amazing while wearing it.” Burke-Williams points out that within the luxury fragrance space, gourmand-based fragrances are having a moment. “Gourmand notes used to be found in candles and homecare, however, they are making their way into luxury and niche fragrances with traditional sweet notes like caramel but also unusual notes like pistachio, jam, and tomato leaves,” she says.
Clean and Eco-Conscious
“Some brands are focusing on natural oils and alcohols and no dyes that are also cruelty-free which offer the same payoff,” says Vrezillion. The focus is also on more conscious packaging, too. Burke-Williams is also a fan of the conscious ingredients and up-cycling trend. “More than ever consumers are conscious about what they put on and in their bodies and the recent rise of brands formulating without phthalates, parabens, and nitro musks is increasing, as well as the number of brands looking to up-cycle ingredients and lower their impact on the planet,” she explains.
Gender-Neutral Niche
Schmid explains that he has noticed that genderless niche collections have pushed woody notes that are more neutral. Also, he adds, that it seems that “every niche collection has a rose, which has seen a resurgence and is no longer perceived as grandmotherly,” he explains. “More niche brands are offering a portfolio of scents with the biggest trend being that many consumers wear more than one fragrance now based on a wardrobe of perfumes.”
Non-Perfume Fragrances
“As the public enjoys quality scents more and more, we will continue to see the birth of new luxury categories such as the perfume-deodorant,” says Schmid. Burke-Williams calls out the popularity of unexpected fragrance portfolios from bug spray, to detergent, linen mist, and more that “elevate the everyday into a scented escape,” she says. “Each of these is a more fine fragrance approach to everyday household chores because they approach the scent experience from more of a typical perfume lens.”
Customization
Some brands are purposely creating simple yet chic formulas that leave it up to the wearer such as “bespoke perfumery where you choose from available ingredients,” says Burke-Williams. “These fragrances are on the simpler side because they are meant to be layered, which is why they often suggest pairing two scents to create your signature.” According to Steinfeld, this fragrance trend is her fave. “Personalization and mixing and matching scents to create something truly unique and signature really leans into how fragrance can be used as a means of self-expression and relaying style and mood,” she shares.
Ouds
“It’s all about oud, oud, and more oud,” Burke-Williams says of this specific category of scents that uses the essential oil extracted from the resin of the agarwood tree resulting in an earthy, woody, and leathery aroma. “Oud has been long used in perfumery and fragrance around the world but it’s having a real renaissance moment, especially in the U.S. and we are seeing fragrances play up the oud in an interesting way,” she adds.
Mood and Memory Boosters
“Fragrances that evoke a feeling or a memory rather than focusing on specific notes is on trend,” explains Burke-Williams. “These brands are taking the approach of setting the mood through books, daydreams or memories.” Steinfeld also highlights that “functional fragrances are having a big moment now as they really show that fragrance is not just about how you smell,” she says. “Many consumers are seeking secondary benefits from fragrance.”