From increasingly sensorial ‘everything showers’ to luxe deodorant and mouthwash ingredient lists that read like perfume notes, elevated personal care better enables consumers to incorporate fine fragrance into their everyday. Over 60% of Millennials and Gen Z admit their product choice is always or often influenced by scent description or flavour profile (GlobalData, 2024).

The rise of fragrance as a tool for self-expression – coupled with demand for multisensory personal care – means consumers are building diverse perfumed product portfolios. As well as increasing scent’s staying power, experimental olfactive layering can evoke nostalgic memories and improve mood, with haircare, handcare and fragrance primers all compelling categories for investment.

Growing consumer desire for meaningful rituals that nurture the mind, skin and body is driving brands to explore time-honoured practices – see our Future Beauty Cohort the Ancient Beauty Revivalists. Ayurvedic principles, Middle Eastern fragrance traditions and bathhouse rituals encompass sensorial textures, uplifting scents and positive affirmations, inspiring self-connection and rejuvenation.

Bridging the gap between physical and mental wellbeing, neuroscents offer potential for multiple categories – over 65% of personal care product manufacturers have adopted functional fragrances in their formulations (Market Growth Reports, 2025). Consumers are optimising sleep, sun protection and exercise via scientifically scented products, while gourmand personal care offers sensory comfort for GLP-1 users.