Fragrance Buying Habits 2025
The fragrance industry in 2025 is undergoing a remarkable transformation driven by evolving consumer habits, emotional preferences, and cultural influences. No longer just a finishing touch to one’s outfit, perfume has become a form of self-care, self-expression, and even spiritual connection. From Gen Z shoppers influenced by TikTok trends to minimalist buyers curating intentional scent wardrobes, fragrance choices now reflect deeper lifestyle values.
Consumers are demanding more than just beautiful packaging—they want transparency, wellness benefits, and products that resonate with their identity. This shift is also pushing brands to innovate, whether through sustainable ingredients, unconventional formats like solid perfumes, or personalization through layering.
As global markets grow and premiumization accelerates, the definition of what makes a “best-selling” scent is expanding far beyond mainstream celebrity endorsements. The buying habits shaping this new era point to a more conscious, connected, and creative future for fragrance.
Fragrance Buying Habits 2025 (Editor's Choice)
Here are the top 10 fragrance buying habits shaping the perfume industry in 2025, based on the latest consumer insights and expert analyses:
1. Gen Z Drives Fragrance Growth
Gen Z's fragrance usage has surged, with 83% now wearing scents regularly. This generation is heavily influenced by social media platforms like TikTok, often purchasing fragrances based on influencer recommendations without prior testing. Their growing income and digital engagement are pivotal in expanding the perfume market.
2. Gourmand Scents Evolve
Gourmand fragrances are expanding beyond traditional sweet notes to include savory and unconventional ingredients like matcha, fig, and rhubarb. This evolution caters to consumers seeking complex and layered scent experiences.
3. Niche and Artisan Fragrances Gain Popularity
There's a growing consumer preference for niche and artisan fragrances that offer unique, personalized scents. This trend reflects a desire for individuality and exclusivity in fragrance choices.
4. Sustainability Influences Purchasing Decisions
Consumers are increasingly favoring fragrances made with natural ingredients and sustainable practices. This shift is driven by environmental concerns and a preference for transparency in product sourcing.
5. Functional Fragrances Merge Wellness and Scent
Fragrances are now being formulated with wellness benefits in mind, incorporating ingredients that promote mood enhancement and stress relief. This aligns with the broader trend of self-care and holistic well-being.
6. Solid Perfumes and Hair Mists Rise in Popularity
Consumers are embracing alternative fragrance formats like solid perfumes and hair mists for their convenience and longevity. These formats cater to on-the-go lifestyles and offer new ways to experience scent.
7. Fragrance Layering Becomes Mainstream
The practice of layering multiple scents to create a personalized fragrance profile is gaining traction. This trend allows consumers to experiment and express their individuality through custom scent combinations.
8. Spiritual and Emotional Connections to Fragrance
Fragrances infused with spiritual and emotional elements, such as crystal healing and astrology, are resonating with consumers seeking deeper connections and meaning in their scent choices.
9. Minimalist Consumption and Curated Collections
A segment of consumers is shifting towards minimalism, focusing on curating a select collection of fragrances that truly resonate with them, rather than accumulating large quantities. This approach emphasizes quality over quantity.
10. Premiumization and Market Growth
The global fragrance market is experiencing significant growth, driven by rising disposable incomes and a demand for premium and luxury fragrances. This trend indicates a willingness among consumers to invest in high-quality scent experiences.
These trends highlight a dynamic shift in consumer behavior, emphasizing personalization, sustainability, and a deeper emotional connection to fragrances.
Fragrance Buying Habits 2025 and Future Implications
Fragrance Buying Habits 2025 #1. Gen Z Drives Fragrance Growth
Gen Z’s interest in fragrance has exploded, with 83% now incorporating scents into their daily routine. Unlike past generations, they often buy perfumes based solely on TikTok reviews, unboxing videos, and influencer content—without ever testing them in-store. This trust in digital content is reshaping how perfumes are marketed and sold, pushing brands to prioritize short-form video and viral storytelling.
As Gen Z’s spending power increases, brands that align with their values and digital behaviors will dominate market share. In the future, AI-generated scent previews and virtual try-ons may become more common to meet their tech-driven expectations.
Fragrance Buying Habits 2025 #2. Gourmand Scents Evolve
Gourmand fragrances are moving beyond classic dessert-like notes to include unexpected profiles like rhubarb, matcha, and green tea. Consumers are drawn to more nuanced, natural-smelling sweet scents that feel elevated and less synthetic. This evolution is partly driven by health-consciousness and a desire for originality in self-expression.
As consumers crave more “grown-up” gourmand options, perfumers will likely expand into botanical or savory pairings that mimic niche culinary trends. Expect further crossover between fragrance and food innovation in marketing and scent creation.
Fragrance Buying Habits 2025 #3. Niche and Artisan Fragrances Gain Popularity
Shoppers are turning away from mass-produced scents in favor of niche and artisan perfume houses that emphasize craftsmanship and individuality. These smaller brands often use rare ingredients, tell richer stories, and avoid mainstream trends—appealing to consumers tired of overhyped launches. With increased access to online boutiques and fragrance discovery platforms, the playing field is shifting.
In the long run, this could lead to major brands acquiring niche players or expanding their own artisanal lines. Custom scent experiences may become more available through subscription models or in-store tech.
Fragrance Buying Habits 2025 #4. Sustainability Influences Purchasing Decisions
Eco-conscious buying is no longer niche—consumers now expect transparency around sourcing, packaging, and ingredient safety. Fragrance buyers are actively choosing refillable bottles, biodegradable materials, and brands that disclose their carbon footprint. Greenwashing will face growing backlash, and authenticity in sustainability claims will be key to consumer trust.
Over time, regulations may require clearer labeling and sustainability benchmarks for fragrance producers. This shift is set to redefine luxury as not just indulgence, but responsibility.
Fragrance Buying Habits 2025 #5. Functional Fragrances Merge Wellness and Scent
Scents that promote wellness—whether through calming lavender, energizing citrus, or nootropic compounds—are becoming more mainstream. Consumers are buying perfumes for both smell and psychological benefits, treating fragrance as a self-care tool. Functional fragrances often blur the line between beauty and wellness, with some claiming stress relief, improved focus, or mood enhancement.
As wellness spending grows, expect collaborations between perfumers, neuroscientists, and wellness brands. This fusion could redefine fragrance marketing by shifting focus from allure to emotional utility.
Fragrance Buying Habits 2025 #6. Solid Perfumes and Hair Mists Rise in Popularity
Convenience-driven consumers are gravitating toward solid perfumes and hair mists, which offer portability and lower alcohol content. These formats are often more discreet, less likely to irritate skin, and allow for easier reapplication throughout the day. Their rising popularity reflects broader trends in minimalist beauty and wellness-centric grooming.
As demand grows, we’ll likely see luxury brands expand their format options beyond traditional sprays. These formats may also appeal to eco-conscious shoppers due to reduced packaging and waterless formulas.
Fragrance Buying Habits 2025 #7. Fragrance Layering Becomes Mainstream
Consumers are embracing fragrance layering as a form of creative self-expression, mixing perfumes to create personalized scent profiles. This trend is fueled by social media content and layering guides from brands, as well as the rise of modular fragrance lines. Brands are responding by offering scent “wardrobes” and educational content to support this behavior.
Over time, layering may become the dominant norm, with consumers valuing adaptability over signature scents. Retailers could begin offering more in-store or digital customization tools for layering.
Fragrance Buying Habits 2025 #8. Spiritual and Emotional Connections to Fragrance
Fragrance is increasingly tied to spirituality, emotional healing, and metaphysical rituals. Consumers are purchasing perfumes that incorporate elements like crystals, lunar phases, and zodiac symbols, treating them as talismans rather than just beauty products. This aligns with the broader rise of alternative wellness and intuitive living.
As a result, brands that position themselves as spiritual or soul-centered could see increased loyalty and higher emotional engagement. In the future, we might see more hybrid products that blend perfumery with guided rituals or meditative experiences.
Fragrance Buying Habits 2025 #9. Minimalist Consumption and Curated Collections
More consumers are rejecting overconsumption in favor of curating a small, intentional fragrance wardrobe. This minimalist approach emphasizes emotional attachment to scents rather than quantity or novelty. It reflects a growing interest in sustainability and mindful living, with shoppers spending more time researching before purchasing.
As clutter-free lifestyles trend, brands will need to offer deeper storytelling and emotional resonance to earn a spot in consumers’ carefully edited collections. Expect a move toward slower, more meaningful launches instead of rapid seasonal drops.
Fragrance Buying Habits 2025 #10. Premiumization and Market Growth
The global fragrance market is expanding rapidly, projected to grow significantly through 2030, driven by premiumization. Consumers are willing to spend more on unique compositions, designer collaborations, and immersive scent experiences. This growth is fueled by rising incomes, especially in emerging markets, and a perception of fragrance as an accessible luxury.
As the market matures, exclusivity and artistry will become key selling points. Brands that combine innovation with elevated storytelling will be best positioned to lead in this space.
Fragrance as Identity in 2025 and Beyond
Fragrance in 2025 is no longer just about scent—it’s about storytelling, intention, and individuality. Whether driven by spiritual meaning, environmental values, or a desire for uniqueness, today’s fragrance buyer is more informed and emotionally invested than ever. This has reshaped how brands formulate, package, and market their offerings, encouraging deeper personalization and authenticity.
As niche brands rise and wellness-forward scents gain traction, fragrance is becoming a tool for identity rather than just luxury. Looking ahead, brands that understand the emotional layers behind scent will lead the next chapter of the fragrance market.
Sources:
- https://www.circana.com/post/gen-z-accounts-for-the-highest-bump-in-fragrance-usage-circana-reports
- https://www.thetimes.co.uk/article/gen-z-buy-perfume-on-tiktok-without-a-sniff-of-doubt-fhz8t0l7m
- https://www.allure.com/story/2025-fragrance-trends
- https://www.teenvogue.com/story/best-perfume-trends-according-to-experts
- https://www.businessoffashion.com/articles/beauty/indie-niche-fragrance-brands-2025
- https://www.byrdie.com/spring-fragrance-trends-2025-11691501
- https://www.harpersbazaar.com/beauty/health/a64276889/2025-perfume-trends
- https://www.voguebusiness.com/story/beauty/is-spirituality-fragrances-next-gold-mine
- https://www.reddit.com/r/fragrance/comments/1htqbdl/2025_fragrance_goals
- https://www.congruencemarketinsights.com/report/fragrance-market