Beauty Influencer Impact on Fragrance Sales 2025
In 2025, beauty influencers are having a measurable impact on fragrance sales, with social media platforms like TikTok, Instagram, and YouTube driving both discovery and demand. These creators are no longer just reviewing products—they’re shaping preferences, launching their own scents, and changing how brands interact with consumers.
Authentic storytelling, aesthetic-driven content, and deep niche expertise have helped influencers move beyond surface-level marketing to become central figures in the buying journey. Whether it’s a TikTok trend that makes a scent go viral or a YouTube reviewer spotlighting a hidden gem, influencers are now critical players in fragrance growth. Their voices guide consumers who are increasingly looking for real, relatable recommendations. As the fragrance industry adapts to this new landscape, influencer partnerships are becoming more strategic, long-term, and product-driven.
Beauty Influencer Impact on Fragrance Sales 2025 (Editor's Choice)
In 2025, beauty influencers continue to significantly impact fragrance sales, particularly through platforms like TikTok and Instagram. Their authentic content and direct engagement with audiences have led to notable shifts in consumer behavior. Here are ten key insights into how beauty influencers are shaping the fragrance market this year:
1. Evan Hall (@fragranceknowledge)
A leading TikTok influencer with over 1 million followers, Evan Hall specializes in affordable fragrance reviews. His "Smell Great on a Budget" series has gone viral, influencing purchasing decisions and boosting sales for budget-friendly scents.
2. Funmi Monet (@funmimonet)
Known as the "fragrance auntie," Funmi Monet combines luxury perfume reviews with relatable content. Her inclusion in Sephora’s 2025 Accelerate Program and the launch of her own perfume line, Exalté, underscore her influence in the fragrance industry.
3. Emelia O’Toole (@professorperfume)
Emelia offers educational content on TikTok, including myth-busting and aesthetic pairings of scents. Her collaborations, such as the "Vow Factor" fragrance with Snif, demonstrate her role in bridging education and product development.
4. Jackie Aina (@lavishlyjackie)
With a strong presence on Instagram, Jackie Aina has expanded her brand, Forvr Mood, from candles to fine fragrances. Her influence has been pivotal in promoting luxury scents to a diverse audience.
5. Jeremy Fragrance (@jeremyfragrance)
As a prominent YouTube personality, Jeremy Fragrance provides in-depth reviews and has a dedicated following. His content has been instrumental in educating consumers and driving interest in various fragrance brands.
6. Olivia Van Der Millen (@oliviaolfactory)
Dubbed the "Fragrance Fairy Godmother," Olivia's TikTok content focuses on scent storytelling and personal experiences, resonating with a broad audience and influencing purchasing decisions.
7. Ashton Kirkland (@GentsScents)
Operating primarily on YouTube, Ashton offers reviews and top fragrance lists, catering to both newcomers and enthusiasts, thereby impacting sales across various fragrance categories.
8. Justin Copeland (@stayfreshproductions)
Combining his background in music with fragrance reviews, Justin's unique approach on YouTube has attracted a niche audience, influencing trends and purchases within the fragrance community.
9. Paul Fino (@paulreactss)
Paul's Instagram content features detailed scent reviews and reactions, providing followers with insights that guide their fragrance choices, thereby affecting market dynamics.
10. Sebastian Jara (@theperfumeguy)
As an established fragrance reviewer, Sebastian's analyses and recommendations have a loyal following, contributing to the popularity and sales of various perfumes.
These influencers exemplify the growing trend of consumers relying on authentic, relatable content to guide their fragrance purchases, highlighting the significant role of social media in shaping the industry's landscape in 2025.
Beauty Influencer Impact on Fragrance Sales 2025 and Future Implications
Beauty Influencer Impact on Fragrance Sales 2025 #1. Evan Hall (@fragranceknowledge)
Evan Hall has carved a niche on TikTok by focusing on affordable fragrance content, drawing in over a million followers with digestible and relatable scent reviews. His "Smell Great on a Budget" series frequently goes viral, helping introduce lesser-known fragrance brands to a wider audience. As more consumers seek budget-friendly options in 2025, Evan’s impact signals a shift toward transparency and value in fragrance buying behavior. This trend could push legacy brands to reconsider pricing strategies or collaborate with influencers in this category. Going forward, micro-narratives around affordable luxury may dominate social-driven fragrance marketing.
Beauty Influencer Impact on Fragrance Sales 2025 #2. Funmi Monet (@funmimonet)
Funmi Monet has become a trusted name in fragrance with a reputation built on authenticity and emotional storytelling. Her 2025 inclusion in Sephora’s Accelerate Program and launch of Exalté, her own fragrance line, show how influencer credibility can translate into product development and retail success. Funmi blends luxury and everyday relatability, which is increasingly key in appealing to younger consumers. Her success highlights a growing expectation for influencers to be brand creators, not just promoters. This could reshape brand-influencer collaborations from paid posts to full product lines.
Beauty Influencer Impact on Fragrance Sales 2025 #3. Emelia O’Toole (@professorperfume)
Known for her educational tone, Emelia O’Toole has gained traction by helping her audience understand the nuances of fragrance. Through myth-busting, ingredient breakdowns, and aesthetic pairings, she makes perfume feel accessible and smart. Her collaboration with Snif on "Vow Factor" exemplifies how education and influence can merge to create high-performing niche fragrances. Looking ahead, influencers who can teach while selling may become some of the most effective voices in the beauty space. Brands may prioritize partnerships with those who offer expertise rather than just reach.
Beauty Influencer Impact on Fragrance Sales 2025 #4. Jackie Aina (@lavishlyjackie)
Jackie Aina transitioned her candle brand Forvr Mood into the fine fragrance category, extending her influence beyond content and into commerce. Her ability to cater to underrepresented audiences in the luxury space gives her brand a unique edge. In 2025, Jackie’s fragrance range is not only popular but also sparks conversations around inclusivity in scent. The beauty industry is paying closer attention to cultural identity and representation, and Jackie’s model may inspire others to follow suit. Fragrance brands aiming for relevance may need to prioritize cultural storytelling through influencer-led product lines.
Beauty Influencer Impact on Fragrance Sales 2025 #5. Jeremy Fragrance
Jeremy Fragrance has long been one of the most viewed scent reviewers on YouTube, known for high-energy content and detailed product rankings. His appeal lies in blending entertainment with deep product knowledge, making fragrance engaging for a broader demographic. In 2025, his reviews continue to influence male consumers and entry-level fragrance buyers globally. The continued popularity of his format suggests YouTube remains a viable platform for building trust and authority in fragrance. Brands seeking to engage male consumers will likely keep prioritizing YouTube-first strategies with niche creators like Jeremy.
Beauty Influencer Impact on Fragrance Sales 2025 #6. Olivia Van Der Millen (@oliviaolfactory)
Olivia Van Der Millen, nicknamed the “Fragrance Fairy Godmother,” has created a soft, dreamy aesthetic on TikTok centered around scent rituals and storytelling. Her use of sensory language and mood-based recommendations resonates deeply with Gen Z, who value emotional connection over technical specs. In 2025, Olivia’s influence has pushed more brands to adopt narrative marketing and softer visual tones. Her success suggests that future fragrance marketing may revolve less around features and more around feelings. This shift could inspire new product packaging and retail experiences tailored to storytelling.
Beauty Influencer Impact on Fragrance Sales 2025 #7. Ashton Kirkland (@GentsScents)
Ashton Kirkland’s YouTube channel GentsScents offers straight-to-the-point fragrance reviews, lists, and seasonal recommendations. His ability to reach both fragrance newbies and experienced collectors has made him a consistent presence in the buying journey. In 2025, brands targeting male audiences continue to work with Ashton for launch promotions and holiday campaigns. His influence underscores the importance of consistent, trust-driven content in converting views to sales. Expect more mid-tier influencers to rise in this space by replicating his balance of familiarity and authority.
Beauty Influencer Impact on Fragrance Sales 2025 #8. Justin Copeland (@stayfreshproductions)
Justin Copeland brings a unique creative flair to the fragrance world by blending music, emotion, and scent in his video productions. His cinematic reviews set a new standard in beauty influencer content, offering a fresh way to experience fragrance online. In 2025, his hybrid content style attracts luxury brands looking for artistic storytelling and aspirational branding. His approach hints at the future of influencer content evolving into mini-film experiences that build deeper brand engagement. High-end fragrance houses may increasingly lean on creators like Justin for digital campaigns that feel like editorial features.
Beauty Influencer Impact on Fragrance Sales 2025 #9. Paul Fino (@paulreactss)
Paul Fino built his Instagram following through expressive fragrance reactions and brutally honest reviews. His content thrives on raw feedback, which Gen Z and millennial audiences find more trustworthy than polished endorsements. As of 2025, he has played a role in reviving interest in discontinued scents and niche brands that resonate with his personality. His influence reflects a broader trend of unfiltered influencer content outperforming traditional advertising. In response, brands may allow more creative freedom in influencer briefs to retain authenticity and engagement.
Beauty Influencer Impact on Fragrance Sales 2025 #10. Sebastian Jara (@theperfumeguy)
Sebastian Jara, widely known as The Perfume Guy, has developed a reputation for his in-depth reviews and vintage perfume appreciation. His work provides historical context and guides niche fragrance enthusiasts in rediscovering classic compositions. In 2025, his loyal viewership supports a growing movement around fragrance preservation and slow perfumery. His influence suggests that timelessness and depth are just as appealing as novelty. Niche and heritage fragrance brands may lean on influencers like Sebastian to anchor their identity in an age of fast-moving trends.
The Future of Fragrance Marketing Lies in Influence
The fragrance industry in 2025 is evolving in ways that prioritize connection, transparency, and creativity—all of which influencers deliver with impact. From budget-focused TikTok reviews to cinematic YouTube storytelling, creators are shaping not just what people buy, but how they feel about scent.
This shift has redefined the consumer journey, where influence begins long before checkout and continues after purchase through community and content. Brands that recognize the value of long-term, co-creative influencer relationships will be best positioned to thrive. As audiences continue to prioritize authenticity, the most influential voices in fragrance will come from those who blend expertise with emotional resonance.
Sources:
- https://www.tiktok.com/@fragranceknowledge
- https://www.instagram.com/funmimonet/
- https://snif.co/products/vow-factor
- https://forvrmood.com/
- https://www.youtube.com/@jeremyfragrance
- https://www.tiktok.com/@oliviaolfactory
- https://www.youtube.com/@GentsScents
- https://www.youtube.com/@stayfreshproductions
- https://www.instagram.com/paulreactss/
- https://www.youtube.com/@theperfumeguy