Consumers Are Sweet on Fine Fragrance

When songstress Sabrina Carpenter debuted her first fragrance, “Sweet Tooth,” in November 2022, the fragrance was what marketers billed “reminiscent of the irresistible joy of a candy shop, filled with creamy chocolate, pops of color, swirls and sweets.” Naturally, the gourmand fragrance features notes of chocolate marshmallow, vanilla, Chantilly cream and sugared musks.

Today, consumers’ sweet tooth for fine fragrance continues. Per data from Luxoni Beauty examining the latest emerging trends on TikTok, vanilla and caramel gourmands lead the top five trends for autumn 2024 with 2.9 million searches.

In fact, vanilla leads as the top note choice. Vanilla scent-related search terms have generated a total of 2.17 million searches. The scent is reportedly captivating masses with a nostalgic nature that is warm, alluring and comforting. The search term “vanilla gourmand fragrances” has been searched for 887,000 times and has increased 141.10% in interest over the last month, per Luxoni.

Generally speaking, gourmands constitutes the largest emerging fragrance category on TikTok, with “vanilla caramel perfume” the most searched-for combination, reaching 800,000 searches and increasing by 129%.

Gender Neutral Scents

Gender neutral scents came in at No. 2 with 1.9 million searches. With inclusivity embraced by younger generations, TikTok users are increasingly searching for fragrances that are designed for all genders. With a total of 1.7 million searches, the search term “unisex fragrance” has increased 202% in the last month alone. Consumers are increasingly looking for fragrances that resonate with their identity, rather than being tethered to traditional gender norms. This trend presents a unique opportunity for brands to cater to diverse preferences, according to Luxoni.

Unique Niche Fragrances

Another trend making waves in the fragrance world is unique niche fragrances, which has garnered 1.8 million searches and making No. 3 on the list.

Per Luxoni, TikTok users are increasingly seeking out scents that are exclusive, deviating from traditional mainstream choices. With searches such as “best niche fragrances for women” increasing 1,000%, TikTok users are seeking unique choices to separate their scent from the typical masses.

According to Luxoni, the demand for niche fragrance houses and choices are growing rapidly, with fragrance consumers seeking unique blends to highlight their individuality.

Perfume Aesthetics

With a growing number of TikTokers’ identifying themselves as “aesthetics” to match their ever-changing mood, this practice is showing up in perfume choices. From “clean girl” to “dark feminine,” TikTokers are increasingly categorizing and wearing scents that align with the aesthetic they identify with. As such, perfume aesthetics ranks No. 4. Consequently, the search term “perfume aesthetic” has a total of 879,000 searches and increased 1,000%. Moreover, perfume bottles that match an aesthetic are also becoming increasingly popular, increasing 351% in searches and 1.6 million searches.

Oud Scents

After gourmands, ouds follow behind at No. 5 with related terms generating 1.1 million searches. The search term “best oud fragrances” has increased 1,000%, suggesting its staying power is as strong as the perfume. Woody, intense and warm, this scent reminiscent of the middle east continues to grow in popularity.

Pink Pepper Perfumes

Pink pepper perfumes are also on the rise. With 870,000 searches, its sharp, peppery and spicy scent with rosy overtones is peaking consumer interest with an increase of 148.30%.