Fragrance Search Trends 2025
Fragrance search trends in 2025 reflect a deeper evolution in how people approach scent—no longer just as a beauty accessory, but as a tool for mood, memory, identity, and wellness. Consumers are becoming more experimental, turning to unique combinations, unconventional ingredients, and personalized routines to shape how they express themselves through fragrance.
The rise of AI-powered recommendations, social media-fueled rituals, and growing interest in sustainability is also reshaping how perfumes are discovered and discussed. Unisex scents, functional benefits, and solid formats are moving from niche preferences to mainstream demand. Meanwhile, classic categories like fruity florals and gourmand fragrances are being reimagined with modern twists to stay relevant.
Fragrance Search Trends 2025 (Editor's Choice)
Here are the top 10 fragrance search trends shaping 2025, reflecting evolving consumer preferences and innovations in the perfume industry:
1. Gourmand Scents Evolve
Gourmand fragrances are becoming more sophisticated, moving beyond traditional sweet notes to include complex ingredients like coffee, pistachio, and saffron. This evolution offers a more nuanced and refined olfactory experience.
2. Nature-Inspired Aromas
There's a growing demand for fragrances that capture the essence of nature, incorporating green, earthy, and aquatic notes to connect with the natural world.
3. Savory and Unconventional Notes
Perfumes with unexpected elements like herbs, spices, and savory accords are rising in popularity, appealing to adventurous consumers seeking unique scent profiles.
4. Gourmand Perfumes
Sweet, edible-inspired fragrances featuring notes like caramel, marshmallow, and vanilla continue to captivate a broad audience, offering comforting and nostalgic scents.
5. Genderless Scents
The industry is shifting towards unisex fragrances, blending masculine and feminine notes to appeal to consumers seeking inclusivity and personalization.
6. Hair Perfuming
Applying fragrances to hair is becoming a trend due to hair's ability to retain scents longer. However, experts recommend using hair-specific formulas to prevent damage from alcohol-based perfumes.
7. Solid Perfumes Gain Popularity
Solid perfumes are experiencing a resurgence, appreciated for their portability, subtle application, and skin-friendly formulas. They offer a convenient and intimate fragrance experience.
8. Functional Fragrances
Fragrances are now being designed to influence mood and well-being, incorporating ingredients that promote relaxation or invigoration, blurring the lines between perfume and wellness products.
9. Fruity Florals Make a Comeback
Fruity floral fragrances are returning with a modern twist, featuring notes like rhubarb, orange flower, and hibiscus, offering a brighter and more complex scent profile.
10. Scent Layering as Self-Expression
Consumers are embracing scent layering, combining different fragrances to create personalized and unique scent profiles that reflect their individual moods and identities.
These trends highlight a shift towards more personalized, inclusive, and innovative approaches to fragrance, reflecting broader changes in consumer behavior and preferences.
Fragrance Search Trends 2025 and Future Implications
Fragrance Search Trends 2025 #1. Gourmand Scents Evolve
In 2025, gourmand fragrances are taking on more refined profiles, featuring complex ingredients like pistachio, saffron, and cardamom instead of the usual vanilla and caramel. This trend reflects consumer fatigue with overly sweet perfumes and a desire for sophistication in edible notes.
Searches for “niche gourmand perfumes” and “uncommon gourmand blends” have steadily increased, especially among millennials and Gen Z. As fragrance consumers grow more educated and adventurous, brands that innovate beyond dessert-like notes will gain loyalty. Expect luxury houses and indie labels to continue exploring savory-sweet hybrids, appealing to a broader demographic.
Fragrance Search Trends 2025 #2. Nature-Inspired Aromas
Searches for perfumes with words like “rain,” “forest,” “sea salt,” and “earthy scents” have surged in 2025, pointing to a growing interest in olfactory escapism. Consumers are craving a connection with the outdoors, especially as urbanization and screen-heavy lifestyles dominate daily life. Nature-inspired perfumes offer a sense of grounding and well-being, often incorporating raw, green, and aquatic elements.
This shift is driving more brands to use responsibly sourced natural ingredients and highlight sustainability in their storytelling. In the long run, nature-focused fragrances may dominate self-care routines, marketed not only as perfume but as a mood-balancing tool.
Fragrance Search Trends 2025 #3. Savory and Unconventional Notes
Unusual scent profiles featuring basil, turmeric, tomato leaf, and black pepper are gaining traction in fragrance searches. These savory and unconventional notes signal a cultural moment where consumers value originality and want fragrances that break the norm. The trend is especially visible among niche fragrance brands that dare to challenge floral-fruity conventions.
As consumers become more fragrance-literate, bolder scent compositions are expected to move from niche to mainstream shelves. Brands that embrace these culinary or earthy notes will likely attract loyalists who value complexity and contrast in their signature scent.
Fragrance Search Trends 2025 #4. Gourmand Perfumes
Despite evolving preferences, classic gourmand perfumes—particularly those with vanilla, chocolate, and marshmallow—remain popular, especially during seasonal spikes like the holidays. Searches for “vanilla cloud perfume” and “marshmallow fragrance 2025” reflect nostalgia and emotional comfort.
While more daring interpretations are emerging, the familiarity of sweet notes keeps them commercially viable. Brands may introduce layered gourmand scents, mixing sweetness with wood or spice to maintain relevance. This hybridization could make gourmand perfumes versatile enough for both daytime and evening wear.
Fragrance Search Trends 2025 #5. Genderless Scents
Fragrance search terms like “gender-neutral perfume” and “unisex cologne” have hit record highs in 2025. Consumers are increasingly rejecting binary classifications in beauty, instead favoring inclusivity and personalization. Genderless scents—often blending woody, citrus, floral, and musk notes—allow wearers to express identity more freely.
This trend is prompting legacy brands to redesign labels, rethink marketing language, and create new collections that appeal to all genders. Moving forward, scent personalization will evolve into a tool of identity construction rather than conformity.
Fragrance Search Trends 2025 #6. Hair Perfuming
Hair perfumes and fragrance mists have seen a spike in interest, especially on platforms like TikTok and Instagram where “hair scent rituals” are trending. Searches for “non-damaging hair perfume” and “long-lasting scent for hair” reflect a desire for subtle but persistent fragrance.
Unlike traditional perfumes, hair mists are designed to be gentle, alcohol-free, and infused with shine-boosting ingredients. This creates a new intersection between fragrance and haircare that brands are actively exploring. Expect more dual-purpose products that deliver fragrance alongside treatment benefits.
Fragrance Search Trends 2025 #7. Solid Perfumes Gain Popularity
Solid perfumes are trending again in 2025 thanks to consumer demand for sustainability, convenience, and discreet application. Searches for “travel-friendly solid perfume” and “wax-based fragrance” have grown steadily, especially in eco-conscious markets. Solid formats also allow for longer wear on skin and reduced product waste.
Brands are reviving this format with updated, luxe packaging and refillable cases to meet aesthetic and practical expectations. As a result, solid perfumes may emerge as essentials in everyday carry kits, especially for commuters and travelers.
Fragrance Search Trends 2025 #8. Functional Fragrances
Functional fragrances, designed to influence mood and mental well-being, have seen explosive growth in 2025. Search interest in “perfumes that reduce stress” or “scents for better focus” is driving both retail and scientific innovation. These fragrances incorporate aromatherapeutic ingredients like lavender, bergamot, and sandalwood, blending wellness with beauty.
As the wellness industry converges with personal care, fragrances are no longer just for pleasure—they’re seen as tools for emotional regulation. We may soon see the rise of scent prescriptions or AI-based scent matching for mental states.
Fragrance Search Trends 2025 #9. Fruity Florals Make a Comeback
Fruity florals are back in fashion, especially among Gen Z consumers who are looking for fresh, uplifting scents with an edge. Search trends for notes like “rhubarb,” “hibiscus,” and “orange blossom” indicate a shift away from overly sweet or powdery florals. This return, however, is more experimental—many modern fruity florals are layered with greens or spicy notes to add character.
Brands are reinterpreting the 2000s aesthetic with a Gen Z twist, often using bright, transparent packaging and pop-culture references. Future formulations will likely continue blending playfulness with sophistication to appeal across generations.
Fragrance Search Trends 2025 #10. Scent Layering as Self-Expression
Scent layering has become a top fragrance search trend in 2025, with users seeking guides on how to “layer perfume like a pro” or “create signature scent cocktails.” This signals a cultural shift where fragrance is no longer just worn—it’s curated. Consumers are mixing multiple perfumes or using scented body products to build a personalized aroma journey throughout the day.
Brands are responding with layering kits and scent families designed to work harmoniously. As personalization becomes paramount, layering will likely evolve into a mainstream expectation rather than a niche hobby.
What These Search Trends Mean for the Future of Fragrance
The 2025 fragrance landscape is no longer defined by tradition—it’s driven by individuality, function, and cultural relevance. From the rise of genderless perfumes to the popularity of scent layering, consumers are using fragrance as a form of storytelling and emotional tuning. Search behavior reveals a growing expectation for more than just a pleasing aroma; people now seek meaningful, adaptable, and wellness-oriented scent experiences.
This means brands that prioritize personalization, sustainability, and innovation will have a competitive edge. As we move forward, the fragrance industry will continue blending artistry with science, creating products that not only smell good but speak to who people are and how they want to feel.
Sources:
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Gourmand Scents Evolve
https://www.harpersbazaar.com/beauty/health/a64276889/2025-perfume-trends/
https://www.allure.com/story/2025-fragrance-trends -
Nature-Inspired Aromas
https://www.stockholmfragrance.com/blogs/well-being-in-focus/scent-and-perfume-trends-for-2025 -
Savory and Unconventional Notes
https://www.stockholmfragrance.com/blogs/well-being-in-focus/scent-and-perfume-trends-for-2025 -
Gourmand Perfumes
https://www.stockholmfragrance.com/blogs/well-being-in-focus/scent-and-perfume-trends-for-2025 -
Genderless Scents
https://www.stockholmfragrance.com/blogs/well-being-in-focus/scent-and-perfume-trends-for-2025 -
Hair Perfuming
https://www.vogue.com/article/french-hair-perfume -
Solid Perfumes Gain Popularity
https://www.vogue.com/article/best-solid-perfumes -
Functional Fragrances
https://www.byrdie.com/is-fragrance-the-new-skincare-11712827
https://www.byrdie.com/functional-fragrances-8720572 -
Fruity Florals Make a Comeback
https://www.cosmopolitan.com/style-beauty/beauty/a63217996/perfume-fragrance-trends-2025/ -
Scent Layering as Self-Expression
https://www.fragranceoutlet.com/blogs/article/top-fragrance-trends-in-2025