Lipstick Scent Marketing Statistics 2025
Lipstick scent marketing is evolving rapidly in 2025, driven by shifting consumer preferences, emotional connections to fragrance, and advances in product personalization. As beauty buyers increasingly seek holistic and sensory-rich experiences, scent has become a powerful differentiator in the competitive lipstick market. From dessert-inspired gourmand notes to functional fragrances that soothe or energize, scented lipsticks are no longer novelty items—they're a strategic branding tool.
Social platforms like TikTok are accelerating this trend, with scent-based recommendations influencing purchase decisions at scale. Younger generations, particularly Gen Z and Gen Alpha, are responding to scent with nostalgia, identity expression, and mood enhancement in mind. These emerging trends are reshaping how beauty brands formulate, package, and market lipsticks in a scent-first era.
Lipstick Scent Marketing Statistics 2025 (Editor's Choice)
Here are the top 10 lipstick scent marketing statistics and trends shaping the beauty industry in 2025:
1. Gourmand Fragrance Surge
The gourmand fragrance market, known for sweet, dessert-like scents, is valued at $32.5 billion and is projected to grow to $55 billion by 2035. This trend, driven by Gen Z's preference for scents like vanilla and caramel, has influenced lipstick formulations to incorporate similar notes.
2. Global Lipstick Market Growth
The global lipstick market was valued at approximately $9.75 billion in 2024 and is projected to grow at a CAGR of 6.10% between 2025 and 2034, reaching around $17.63 billion by 2034.
3. Rise of pH-Based Lipsticks
The pH-based lipstick market is expected to grow from $635.6 million in 2025 to $815.7 million by 2034, at a CAGR of 2.8%. These lipsticks adjust color based on individual pH levels and often feature subtle scents, aligning with consumer desires for personalized and natural products.
4. Fragrance Market Expansion
The global fragrance market is projected to reach $52.4 billion by 2025, fueled by demand for hyper-personalized products and sustainable practices. This growth reflects consumers' increasing interest in personalized and sustainable scented products, including lipsticks.
5. TikTok's Influence on Fragrance Purchases
Sales of perfume are experiencing a significant boom in 2024, driven largely by the social media platform TikTok and its #perfumetok trend among Generation Z users. This demographic group, making up 25% of the global population, has shown a keen interest in fragrances, often purchasing based on influencer recommendations without trying the scents first.
6. Functional Fragrances in Lip Products
In 2025, fragrance trends are evolving to reflect consumers' desire for more personalized, functional, and emotionally resonant experiences. Experts highlight the integration of skincare benefits into fragrances, with formulas including hydrating ingredients like jojoba oil. This trend extends to lip products, where scents are designed not only for aroma but also for mood enhancement and skincare benefits.
7. Strawberry Scents Appeal to Gen Alpha
Strawberry scents are emerging as the new fruity favorite, resonating with Gen Alpha due to their nostalgic and joyful character. This trend influences lipstick scents, catering to younger consumers' preferences for familiar and comforting aromas.
8. Puig's Fragrance-Driven Sales Increase
Puig reported a 7.5% like-for-like increase in Q1 2025 sales, reaching €1.2 billion, with its fragrance and fashion division contributing €896.4 million (74% of total revenue). This growth underscores the significant role of fragrances in driving sales, influencing the incorporation of appealing scents in lip products.
9. Consumer Preference for In-Store Fragrance Testing
Data indicates that 57% of consumers across 30 countries prefer to see, touch, and feel a product before purchasing, emphasizing the importance of in-store experiences for scented products like lipsticks.
10. Sustainable Packaging in Lipsticks
Albéa's Pure Kiss monomaterial lipstick pack supports easy refills and is made of environmentally friendly materials, aligning with the 2025 objective to offer beauty brands recyclable packaging options. This initiative reflects the growing consumer demand for sustainability in beauty products.
These statistics highlight the evolving landscape of lipstick scent marketing in 2025, driven by consumer preferences for personalized, functional, and sustainable products.
Lipstick Scent Marketing Statistics 2025 and Future Implications
Lipstick Scent Marketing Statistics 2025 #1. Gourmand Scents Dominate Gen Z Preferences
The gourmand fragrance market, known for sweet and edible-inspired scents, is valued at $32.5 billion and is expected to reach $55 billion by 2035. This upward trend is reshaping lipstick scent marketing, as brands are beginning to infuse products with dessert-like notes such as vanilla, caramel, and chocolate.
The emotional connection to comforting and nostalgic scents is particularly strong among Gen Z consumers, influencing how beauty brands position and market new lipstick lines. Moving forward, expect a larger crossover between fragrance and color cosmetics, where scent becomes as crucial as shade in purchasing decisions.
Lipstick Scent Marketing Statistics 2025 #2. Lipstick Market Growth Spurs Sensory Innovation
The global lipstick market was valued at approximately $9.75 billion in 2024 and is projected to grow steadily at a 6.10% CAGR through 2034. As the market expands, brands are investing more in sensory innovations like scented lipsticks to differentiate in a crowded space.
Consumer demand is shifting toward holistic experiences where scent, feel, and color combine to enhance product appeal. Future marketing strategies will likely emphasize scent storytelling and fragrance layering within beauty routines, giving lipsticks a more central role in personal expression.
Lipstick Scent Marketing Statistics 2025 #3. pH-Based Lipsticks Add Personal Scent Profiles
The pH-based lipstick market is poised to grow from $635.6 million in 2025 to $815.7 million by 2034, driven by its personalized color-changing features. Scent is playing an increasing role alongside personalization, with these lipsticks offering subtle, natural fragrances that complement individual skin chemistry.
Brands blending customized color and fragrance will likely attract a more loyal, experience-focused customer base. Looking ahead, expect pH-based products to become standard for brands targeting younger audiences who value individuality and sensory depth.
Lipstick Scent Marketing Statistics 2025 #4. Fragrance Personalization Expands into Lip Products
The global fragrance market is expected to hit $52.4 billion by 2025, boosted by hyper-personalization and sustainable practices. This surge spills into the lipstick sector, where customized and eco-friendly scented products are gaining traction.
Consumers are no longer satisfied with one-size-fits-all products; they seek scents that match their identity and values. Brands investing early in sustainable, customizable scented lipsticks are likely to dominate consumer preference well into the next decade.
Lipstick Scent Marketing Statistics 2025 #5. TikTok Influencers Shape Lipstick Scent Trends
TikTok’s #perfumetok trend has rapidly influenced perfume purchases among Gen Z, with many buying scents based on influencer reviews without sampling first. This behavioral shift is expanding to other beauty categories like lipstick, where scent recommendations from trusted influencers are driving impulse buys.
Brands tapping into social media-driven scent marketing will strengthen their appeal among younger consumers. Future lipstick launches are likely to heavily integrate influencer partnerships and viral scent marketing strategies to maintain relevance.
Lipstick Scent Marketing Statistics 2025 #6. Functional Fragrances Reinvent Lip Care
In 2025, fragrance trends are moving toward products that deliver functional benefits alongside sensory pleasure. Lip products are now often infused with hydrating, mood-boosting, or skin-nourishing ingredients that complement the fragrance experience. This trend elevates lipsticks from simple cosmetics to emotional wellness tools.
In the future, lipsticks will increasingly market themselves as part of a holistic self-care regimen, blending beauty with mental and emotional wellbeing through scent.
Lipstick Scent Marketing Statistics 2025 #7. Strawberry Scents Connect with Gen Alpha
Strawberry scents are making a comeback, especially among Gen Alpha, who associate the aroma with happiness and nostalgia. Lipsticks tailored to younger demographics are beginning to incorporate fun, familiar fruity fragrances to capture early brand loyalty.
Emotional attachment to these scents will shape consumer buying patterns into adulthood. Brands that successfully infuse playful, comforting scents into lipsticks today are likely to secure lifelong customers in the future.
Lipstick Scent Marketing Statistics 2025 #8. Fragrance Revenue Leads to Cross-Category Expansion
Puig’s 7.5% sales increase in Q1 2025, driven heavily by fragrance, signals the power of scent in overall brand performance. With fragrance contributing to 74% of Puig’s revenue, the case for investing in scented lipstick lines becomes even stronger.
Brands are realizing that integrating signature scents across categories strengthens brand identity and emotional resonance. As beauty conglomerates capitalize on fragrance across products, lipstick scent innovation will become a standard feature rather than a niche offering.
Lipstick Scent Marketing Statistics 2025 #9. In-Store Testing Remains Key for Scented Lipsticks
Despite the rise of digital shopping, 57% of consumers globally still prefer in-store experiences to physically test products before buying. Scented lipsticks particularly benefit from tactile and olfactory interaction, emphasizing the importance of experiential retail.
Beauty brands will need to create immersive, scent-focused displays and in-store activations to capture customer interest. In the future, brick-and-mortar beauty counters will evolve into scent discovery hubs where lipstick fragrances are a major part of the sensory appeal.
Lipstick Scent Marketing Statistics 2025 #10. Sustainable Lipstick Packaging Supports Fragrance Appeal
Albéa’s Pure Kiss monomaterial lipstick packaging offers an eco-friendly, refillable solution that matches growing consumer expectations around sustainability. As lipstick packaging becomes greener, brands are combining sustainable materials with luxurious fragrance experiences to satisfy conscious consumers.
Eco-packaging and appealing scents are becoming key purchase drivers, not just product extras. Over the next decade, brands that fail to align sustainable packaging with multisensory product experiences will likely fall behind more innovative competitors.
Future Outlook: Scent as a Strategic Edge in Lipstick Marketing
As the beauty industry continues to blend fragrance with functionality, scent is becoming a core pillar in lipstick marketing strategy. No longer limited to color or texture, today's consumers expect their lip products to offer an immersive sensory experience—one that aligns with their moods, values, and personal style. The growth of personalized and sustainably packaged scented lipsticks signals a broader shift toward emotional and ethical beauty.
Brands that innovate with fragrance—whether through nostalgic notes, influencer-driven trends, or functional scent benefits—will not only capture attention but build deeper, longer-lasting customer relationships. Looking ahead, scent won't just complement lipstick—it will help define the future of cosmetic storytelling.
Sources:
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