Gen Z Fragrance Preferences 2025
Gen Z is reshaping the fragrance industry in 2025 with preferences that break away from tradition and embrace individuality, emotion, and authenticity. Rather than gravitating toward classic floral or heavily gendered scents, this generation is opting for unique blends that reflect their personal identity, lifestyle, and values.
From milky accords and savory notes to mood-enhancing technologies, their choices reflect a blend of nostalgia, innovation, and wellness. They're also highly engaged in layering, customization, and affordable luxury, proving that personalization matters more than price tags or prestige.
This generation sees fragrance not just as a beauty product, but as a tool for self-expression and emotional support. As a result, brands are rethinking how they formulate, market, and deliver scent experiences tailored to Gen Z’s evolving sensibilities.
Gen Z Fragrance Preferences 2025 (Editor's Choice)
Here are the top 10 fragrance preferences among Gen Z in 2025, reflecting their unique tastes and values:
1. Neo-Gourmands
Gen Z favors sophisticated sweet scents that blend notes like salted caramel, espresso, and roasted hazelnut, moving beyond traditional sugary fragrances.
2. Unisex and Gender-Fluid Scents
Fragrances that transcend traditional gender labels are popular, featuring combinations such as vetiver with grapefruit and creamy musk with ginger.
3. Nostalgic 1990s Revivals
Classic scents from the '90s, like Calvin Klein Eternity and Jean Paul Gaultier Le Male, are making a comeback, appealing to Gen Z's sense of nostalgia.
4. Savory and Earthy Notes
Unconventional ingredients like rice, matcha, olive, and bell pepper are gaining traction, offering a unique twist to traditional gourmand fragrances.
5. Mood-Enhancing Fragrances
Scents designed to influence emotions, utilizing technologies like MoodScentz+ and EmotiON, are sought after for their ability to evoke specific moods.
6. Layered Scent Experiences
Gen Z embraces "scent-maxxing," layering perfumes with matching body oils, lotions, and hair mists to create a personalized and long-lasting fragrance profile.
7. Milky and Creamy Accords
Fragrances featuring milky notes, such as rice milk and steamed milk, are popular for their comforting and skin-like qualities.
8. Reimagined Florals
Traditional floral scents are being reinvented with additions like pink pepper, pear, and coconut milk, offering a fresh and modern take.
9. Affordable Luxury and Accessibility
Gen Z values high-quality fragrances at accessible price points, often exploring brands like Zara and Lidl for affordable yet experiential options.
10. Functional and Wellness-Oriented Scents
There's a growing interest in fragrances that offer wellness benefits, such as stress relief and mood enhancement, aligning with Gen Z's holistic approach to self-care.
These preferences highlight Gen Z's desire for fragrances that are expressive, inclusive, and aligned with their values of authenticity and well-being.
Gen Z Fragrance Preferences 2025 and Future Implications
Gen Z Fragrance Preferences 2025 #1. Neo-Gourmands
According to Fragrance Outlet, Gen Z is moving away from overly sugary scents and embracing sophisticated sweet blends like salted caramel, espresso, and roasted hazelnut. This refined gourmand direction signals a maturing olfactory taste among younger consumers who value indulgence without being juvenile.
As this trend evolves, fragrance brands may experiment with patisserie-inspired scents that still maintain an elevated feel. We’ll likely see more niche houses tapping into dessert-forward but balanced profiles for a more luxurious twist on sweetness. Expect gourmand perfumes to lean richer and more artisanal, targeting Gen Z’s craving for uniqueness and depth.
Gen Z Fragrance Preferences 2025 #2. Unisex and Gender-Fluid Scents
Gender-neutral fragrances are thriving as Gen Z prefers scent expressions that aren’t boxed into masculinity or femininity. Fragrance Outlet notes the popularity of combinations like vetiver with citrus and musk with ginger, showcasing the generation’s alignment with identity fluidity.
This shift encourages perfume houses to rethink binary marketing and embrace more inclusive packaging and storytelling. In the future, fragrance campaigns may prioritize personal expression over gender-based narratives. Retailers could also expand in-store testing zones to highlight scent profiles rather than categories for "him" or "her."
Gen Z Fragrance Preferences 2025 #3. Nostalgic 1990s Revivals
The Times highlights the comeback of '90s scents like Calvin Klein Eternity and Le Male, driven by Gen Z's fascination with throwback culture. These perfumes carry emotional and cultural associations, often discovered through older siblings, parents, or social media. Nostalgia marketing continues to resonate with this generation as a way to feel connected to past eras.
In the coming years, expect legacy brands to relaunch archival fragrances with modern twists—potentially using sustainable ingredients or packaging to appeal to both sentiment and values. This trend could also fuel limited-edition collabs celebrating past decades.
Gen Z Fragrance Preferences 2025 #4. Savory and Earthy Notes
As reported by Cosmopolitan, savory scents like olive, rice, and bell pepper are gaining traction among Gen Z who seek unconventional experiences. These notes break away from classic floral or citrus paths and offer a raw, grounded edge.
The trend reflects a culinary crossover and a desire to smell “real” rather than synthetic. We’ll likely see perfume brands experimenting with umami notes or farm-to-bottle concepts that emphasize authenticity. This also opens the door for small-batch perfumers and eco-focused creators to stand out in a crowded market.
Gen Z Fragrance Preferences 2025 #5. Mood-Enhancing Fragrances
Fragrance is being reimagined as a tool for emotional well-being. Cosmopolitan notes the rise of mood-altering formulas powered by neuroscience and scent technologies like MoodScentz+. Gen Z gravitates toward perfumes that calm anxiety, energize, or boost confidence.
Looking forward, the fragrance industry may increasingly collaborate with wellness brands or integrate scent into tech (e.g., smart diffusers or wearables). Perfume could soon become part of daily rituals alongside supplements or skincare, reinforcing a functional and lifestyle-driven approach to scent.
Gen Z Fragrance Preferences 2025 #6. Layered Scent Experiences
The "scent-maxxing" trend is rooted in layering—body oils, lotions, hair mists, and perfume to extend longevity and create complexity. Cosmopolitan reports that Gen Z enjoys customizing their fragrance experience. This practice shows a DIY mindset and a preference for personal storytelling.
In response, beauty brands are bundling fragrance collections or offering "build-your-own scent" kits. Expect multi-sensory launches and coordinated product ecosystems that allow for layering without clashing.
Gen Z Fragrance Preferences 2025 #7. Milky and Creamy Accords
Comforting milky notes like steamed milk, rice milk, and almond are finding favor with Gen Z in 2025, according to Allure. These soft accords evoke a cozy, skin-close vibe and align with fragrance-as-self-care. This growing love for subtle, cocooning scents signals a reaction to overstimulation in a digital world.
As these creamy profiles become more widespread, brands may introduce skin-scent formulas with soothing textures or low sillage. The future could also bring hybrid skincare-fragrance products that nourish and scent simultaneously.
Gen Z Fragrance Preferences 2025 #8. Reimagined Florals
Gen Z is reinventing florals by embracing unexpected blends—think pear, pink pepper, or coconut milk with traditional blooms. Fragrance Outlet emphasizes that younger consumers want florals that feel fresh, not powdery or old-fashioned.
This preference opens the door for botanical experimentation and modern extractions. In upcoming releases, brands may focus on gender-inclusive florals or nature-based storytelling that moves beyond the “bouquet” archetype. Natural-smelling compositions with twists will likely dominate both mass and niche markets.
Gen Z Fragrance Preferences 2025 #9. Affordable Luxury and Accessibility
Quilt.ai reports that Gen Z often turns to brands like Zara, H&M, or Lidl for fragrances that balance quality with cost. This budget-conscious generation isn’t necessarily loyal to luxury heritage names—they care more about performance and experience.
As this trend matures, high-end brands may face pressure to release “diffusion” lines or smaller sizes to remain relevant. Meanwhile, mass-market brands could win with better storytelling and elevated packaging. A strong digital presence and transparency will also be key in appealing to Gen Z’s values.
Gen Z Fragrance Preferences 2025 #10.Functional and Wellness-Oriented Scents
Scents that serve dual purposes—like calming nerves or improving focus—are becoming a regular part of Gen Z’s routine. Cosmopolitan points to the popularity of functional fragrance as part of a holistic lifestyle. This suggests perfume will no longer be reserved for special occasions, but used as part of daily health practices.
We might see integrations with meditation apps or partnerships with fitness brands. As this category grows, expect more research-backed claims and sensory wellness collections tailored to productivity, rest, and mindfulness.
The Future of Fragrance Is Personal, Purposeful, and Playful
Gen Z’s fragrance preferences in 2025 reveal more than just a shift in scent profiles—they signal a broader transformation in how young consumers connect with beauty and wellness. Their demand for authenticity, gender inclusivity, and emotional impact is pushing the industry to innovate beyond aesthetics and into deeper, more meaningful experiences.
This generation treats fragrance as both a form of self-care and a signature, blending practicality with creativity through layering, affordable options, and nostalgic revivals. As brands respond to these expectations, we’ll likely see a surge in functional fragrances, customizable scent ecosystems, and crossovers with lifestyle tech. The future of fragrance belongs to those who can offer Gen Z more than a bottle—it must offer a feeling, a story, and a sense of identity.
Sources:
- https://www.fragranceoutlet.com/blogs/article/top-fragrance-trends-in-2025
- https://www.fragranceoutlet.com/blogs/article/top-fragrance-trends-in-2025
- https://www.thetimes.co.uk/article/caught-a-whiff-of-the-1990s-it-may-be-the-gen-z-fragrance-fad-xrjx7w7f3
- https://www.cosmopolitan.com/style-beauty/beauty/a63217996/perfume-fragrance-trends-2025
- https://www.cosmopolitan.com/style-beauty/beauty/a63217996/perfume-fragrance-trends-2025
- https://www.cosmopolitan.com/style-beauty/beauty/a63217996/perfume-fragrance-trends-2025
- https://www.allure.com/story/2025-fragrance-trends
- https://www.fragranceoutlet.com/blogs/article/top-fragrance-trends-in-2025
- https://www.quilt.ai/blog/scent-and-sensibility-unraveling-gen-zs-fragance-preferences
- https://www.cosmopolitan.com/style-beauty/beauty/a63217996/perfume-fragrance-trends-2025