Gen Z & Fragrance: Navigating New Obsessions
Projected to be worth $62.11bn in 2025 (Statista, 2025), the global fragrance market is flourishing. Growth and innovation is being driven by evolving Gen Z preferences around individuality and self-expression. Diversifying palettes are welcoming niche and artisanal brands focusing on neo-gourmands and unexpected scent profiles, while novel product formats, experimental scent layering and mood-boosting properties are emerging as leading trends.
New Fragrance Rituals
Category Innovation
A Gourmand Revolution
Redefining Luxury Fragrance
Gen Z are turning to fragrance in search of meaningful self-expression and emotional resonance. Changing behaviours and shifting values around identity and wellness in a post-covid and social media-heavy world are reshaping how fragrance is experienced, with ‘scent routines’ becoming as popular as skincare rituals.
Gen Z are turning to fragrance in search of meaningful self-expression and emotional resonance. Changing behaviours and shifting values around identity and wellness in a post-covid and social media-heavy world are reshaping how fragrance is experienced, with ‘scent routines’ becoming as popular as skincare rituals.
Summary
New Fragrance Rituals | Gen Z are turning to fragrance in search of meaningful self-expression and emotional resonance. Changing behaviours and shifting values around identity and wellness in a post-covid and social media-heavy world are reshaping how fragrance is experienced, with ‘scent routines’ becoming as popular as skincare rituals. |
Category Innovation | Evolving fragrance habits among Gen Z are driving exciting product developments across beauty categories. Brands are looking beyond the perfume isle and exploring formats like mists and lip care to encourage experimentation and elevate user experience. |
A Gourmand Revolution | Gourmands are thriving thanks to their ability to turn everyday routines into memorable sensorial experiences. From comforting creamy profiles to delightful sweet-treats, trending gourmands continue to excite Gen Z. At the same time, broader societal trends and evolving palettes are introducing more varied food-inspired scents for a fresh twist on perfumery. |
Redefining Luxury Fragrance | Maturing Gen Zers are reshaping luxury fragrance. The combination of a strong desire for individuality and diversifying tastes is revealing a new wave of experimental perfumery. Meanwhile, fragrance-loving teen boys are entering the luxury sphere, and the accessible luxury category is growing stronger with more sophisticated formulas. |
Gen Z & Fragrance: Navigating New Obsessions
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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