According to Euromonitor International, between 2021 and 2023, the fragrance segment experienced an extraordinary surge in growth, which it attributed to an increase in social activities post-pandemic and a renewed interest in personal care.
The popularity of fragrance has also been fuelled by social media platforms such as TikTok, where the hashtag #PerfumeTok has amassed over 4 billion views.
With growth comes innovation and inspiration, and the perfume sector is no exception. Here are six cutting-edge trends expected to dominate the fragrance space this autumn/winter:
1. Nostalgia
Look around, nostalgia is everywhere. From Gen Z’s current obsession with all things 90s and Y2K, to pop bands like Oasis reforming and throwback TV shows such as That ‘90s Show and Mix Tape gaining widespread recognition, we’re collectively seeking comfort and inspiration by reminiscing about the past.
With scent so strongly linked to memory, this trend has naturally permeated the fragrance world. We’ve already seen the return of body mists and sprays, but now heritage brands are also regaining public attention and experiencing unexpected growth.
Founder and Director of SG Brands, Samuel Gearing says: “We’ve seen significant growth in heritage brands and brand revivals, such as the 80s icon Ombre Rose and the recently re-launched Bienaimé. Customers are seeking simplicity — fragrances that take them back to a time when the world felt less driven by tech innovation, and wearing perfume simply made you feel good about yourself.”
2. New edible-inspired scents
Scent has always been linked to sensuality, and this autumn edible-inspired fragrances will continue to gain traction. Whether it’s decadent fruits that signify pleasure and indulgence, or comforting notes reminiscent of your grandmother’s pantry — think marshmallow, brown sugar, or pistachio — consumers are leaning towards perfume notes that evoke comfort, safety, and tangibility.
Hetan Soni, owner of fragrance retailer Perfume Essence, says: “What we’re seeing at Perfume Essence, and what our search data analysis supports, is a shift in the emotional tone and experimentation around fragrance. Fruity notes are making a comeback in an unexpected way. Creed launching a strawberry fragrance is symbolic of how brands are rethinking fruits—not just as body-spray nostalgia, but as sensual, artistic statements. Raspberry, cherry and plum are leading the way, and strawberry is on track to be the next ‘it’ red fruit.
“We’re also seeing a new wave of edible-inspired scents that lean into marshmallow, pistachio, cocoa butter and even burnt sugar. These ingredients carry emotional weight and a throwback to childhood and carefreeness, which younger consumers in particular are really responding to.”
3. Wellness-conscious scents
Wellness continues to play an integral role in our lives and has a symbiotic relationship with beauty and personal care. As a result, we’re seeking out products that serve dual functions. In beauty, this means expecting our products to offer both aesthetic benefits and a boost to our well-being.
According to the data analytics company Euromonitor, fragrance has become a tool for mental well-being. It noted that “there’s rising demand for scents that boost mood, reduce stress, or promote relaxation. Notes like lavender, jasmine and bergamot are increasingly sought after for their soothing, energetic, or uplifting properties.”
4. AI-powered fragrances
AI has impacted nearly every aspect of our lives in recent years, so it’s no surprise that it’s now playing a central role in fragrance creation. Manufacturers are using AI to predict which scents will resonate with consumers.
Speaking about the conceptualisation of Oriflame’s Scope Fragrance Collection, which was co-created with AI, Anna Pavlenko, Oriflame’s Fragrance Expert & Brand Manager, explained:
“Oriflame saw the rise of AI and how it gradually became a part of our daily life, and had an idea to implement it in fragrance creation. They really wanted to use AI tools to create something futuristic—something that smells like it could arrive from decades ahead, but at the same time is relatable and, more importantly, pleasant to smell today.
“To make this happen, they briefed their partners from three prominent fragrance houses to develop scent directions where perfumers would use AI as a creativity boost—a ‘co-pilot’. Based on this data, AI recommended interesting, unexpected twists to the original formulas and even accords that can boost certain moods. Oriflame’s first AI-co-created, unisex collection, Scope, was born.”
5. Fragrance as experience
Post-pandemic, society is placing increasing value on real-life events and experiences, having been reminded that face-to-face contact and tangible experiences are often more enriching than virtual ones.
Speaking on this societal shift and its impact on consumer habits, CEO at SA Communications Sophie Attwood, who works with numerous fragrance businesses, says: “This autumn, we’ll see fragrance continue to move beyond being simply a scent and become completely focused on experience. Consumers are actively seeking meaning, convenience, and connection in every purchase. What was once a vanity buy is now increasingly values-driven — people are seeing past the brand and asking for more.
“I believe we’ll also see an uptick in ‘third-space’ brand activations — immersive retail moments that reframe the purchase as a memory, not a transaction. The future of fragrance is personal, and deeply, deeply experiential.”
6. Storytelling
Storytelling has never been more prevalent in marketing, so it’s no surprise that it’s becoming central to perfume, given fragrance’s close ties to nostalgia and memory.
Founder of branding consultancy Smart Beauty Creative, Viola Levy emphasises the importance of storytelling in forming a connection between product and consumer.
“Storytelling has become essential in the fragrance industry, especially in the digital space where consumers don’t have a tester sample — they have to rely on story in order to buy into the scent. Unlike skincare, which delivers measurable results, or makeup, which offers immediate visual impact, fragrance is inherently intangible, so storytelling is a brand’s strongest sales tool.”
Senior Global Brand Manager at Designer Parfums, which owns brands such as GHOST, Louise Rigley, agrees. “This autumn, we expect to see a strong shift toward fragrances that reflect emotional depth and layered identity, what we’d describe as multi-sensory storytelling,” she says.
Rigley also says that beauty shoppers are no longer just drawn to scent families or traditional seasonal themes, instead they’re seeking fragrances that align with how they feel, who they are, or who they want to become in that moment. “We’re seeing a rise in velvety, mood-rich notes like dark fruits and smoky woods - ingredients that evoke intimacy and empowerment,” she concluded.