Current fragrance trends are heavily influenced by social media platforms such as Instagram and TikTok. Mintel’s The Future of Fragrance 2025 highlights how viral micro-trends and growing interest in discovery sets are accelerating fragrance sampling, which is one of the biggest fragrance trends this year. Consumers are rationalising the cost of sample sets—even when these are equivalent to a full-sized bottle—as a way to stay on trend and explore a wider variety of scents. Meanwhile, Gen Alpha and Gen Z seek recognisable, high-status scents without overspending. As global temperatures rise, consumers are also seeking fragrance products that address climate realities such as global warming.
Fragrance Sampling Meets Social Media Micro-Trends
Fragrance sample sets allow consumers to try different scents before committing to a full bottle. Beyond that, there are other reasons.
With trend cycles shortening and economic pressures mounting, trial-sized products offer a low-commitment way to explore new scents.
In Japan, Mintel research shows that 36% of consumers aged 18-29 prioritise value for money
when choosing a perfume or scented beauty and personal care (BPC) product. In the US, 25-34-year-olds prefer buying fragrance samples online before committing to a full-size product.
Brands can help consumers rationalise the cost of prestige fragrance by increasing the number of scents they can experience at a price point similar to one full-sized bottle. They can, for instance, offer four 10ml bottles for the price of a 30ml bottle. Brands can also drive participation in micro-trends by marketing and encouraging the frequent purchase of mini fragrance products, Mintel says. With smaller bags still on trend, brands can promote the sale of perfume sample sets by positioning these smaller bottles as more portable.
Redefining Luxury Fragrance for Gen Z and Gen Alpha
“Fragrance elitism” among Gen Alpha and Gen Z is rising as they don’t just want to smell good; they also want to be on trend. According to Mintel Global New Product Database (GNPD), global prestige fragrance launches grew by around three percentage points from 2021 to 2023, signalling resilience in the luxury segment. In the UK, 36% of luxury brand buyers purchased a luxury fragrance (including aftershave) in the 18 months to July 2024, making it the second most frequently purchased luxury goods category after footwear.
Thus, to appeal to younger, trend-aware consumers, brands must offer quality scents at different price points. Brands can provide options that allow fragrance wearers of different economic backgrounds to smell like the status they desire without having to spend a lot. Brands can focus marketing efforts to highlight perfumers, ingredients, and packaging, and find ways to show that luxury is attainable regardless of budget.
Functional Fragrance for Rising Temperatures
As global temperatures rise, consumers are also seeking fragrance products that address climate realities. In India, 48% of consumers seek products that provide a cooling effect on the skin during hot weather. Meanwhile, in Germany, over a quarter of consumers use perfume, cologne, or aftershave to mask body odour. According to Mintel, comprehensive body care products that bridge multiple categories present an opportunity for fragrance brands to expand their role in daily BPC routines.
Emerging categories like whole-body deodorants, which target multiple body areas, offer both
functionality and convenience, making them especially relevant in tropical markets. In the APAC region, where long-lasting fragrance claims accounted for a quarter of launches in the 12 months to September 2024, these products can support scent layering, as consumers look for freshness that withstands heat and humidity. Brands can also provide education and information about the ways that scent interacts with and performs alongside bodily secretions, like sweat.
What’s Next: Health-Altering Fragrance
Over the next five years, fragrance innovation is expected to shift toward health-altering scents.
According to Mintel, fragrances that support wellness goals—such as weight management—will
become a key focus as research further establishes links between metabolism, insulin production, and scent, given the widespread interest in and use of weight management medications like GLP-1. Data from Mintel GNPD shows that global launches of gourmand fragrances grew by seven percentage points between 2022 and 2024. Gourmand notes can serve as an alternative or complementary option in consumers’ short- and long-term health journeys, appealing to those who want to stay lean while smelling like their favourite food
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