Key takeaways on fragrance trends for 2026
- The global fragrance market is projected to reach US$64.47bn in 2026, with non-luxury products driving growth.
- Wellness-focused scents and emotional perfumes are gaining popularity, with notes like lavender, jasmine and bergamot in demand.
- Gourmand and fruit-led fragrances remain strong, with raspberry and saffron emerging as key notes.
- Personalisation through layering and the rise of body mists are reshaping consumer fragrance routines.
- Brands are innovating with multi-sensory experiences and affordable entry points to attract diverse demographics.
This year, the global fragrance market is projected to generate revenue of US$64.47bn, according to data firm Statista. It is also forecast to achieve a CAGR of 3.18% between now and 2030.
Interestingly, Statista also predicts that by the end of 2026, 63.8% of total fragrance market sales will come from the non-luxury sector, with key markets to watch including the United Arab Emirates, Malaysia, the United Kingdom and Indonesia.
But while this clear and ever-growing demand for scent is undeniable, what kinds of fragrances do shoppers want?
Wellness-conscious scents continue to grow
Wellness continues to play an integral role in beauty and personal care routines. As a result, more people are seeking dual-function products that offer aesthetic benefits while boosting well-being.
Data analytics company Euromonitor highlights that fragrance has become a tool for mental well-being, noting the 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,” it said.
Fragrance house Scentmate® by dsm-firmenich says perfume is closely linked to emotions and individual identity. It cites data from NewNextNow Barometer, Wave 5, undertaken across 14 countries with 12,000 respondents, showing that 80% of consumers choose perfumes that enhance their emotional state, and 50% are interested in fragrances linked to a physical or wellness benefit.
This trend spans perfumes, bath and self-care products, and home fragrances.
“Perfume plays a key role in these routines, interacting directly with the body through smell, enhancing the skin’s appeal, and offering emotional benefits tied to well-being and positivity,” it said.
It adds that this is one reason why fruits, traditionally associated with health and energy, are at the heart of one of this year’s main trends.
“Products such as Banana Split by Jousset Parfums and Cherry Smoke by Tom Ford exemplify this trend,” it said.
Conversely, shoppers are also seeking well-being, warmth and self-indulgence in response to stressful, exhausting lifestyles, reflected in comforting notes such as honey and nectar. Examples include Honey Infused Hair Perfume by Gisou and Tobacco Honey by Guerlain.
Food-inspired notes and gourmand trends continue
UK fragrance retailer The Perfume Shop reports that its shoppers increasingly seek comfort, escapism and emotional connection from what they wear – choosing perfumes that feel cocooning and familiar.
Head of Buying at The Perfume Shop, Karla Woolley, notes the demand for fruit-led perfumes that continually reinvent themselves. Berry scents have enjoyed a strong few years, with launches such as Tom Ford Lost Cherry, Burberry Her and Miu Miu Miutine. She says raspberries are the emerging note to watch:
“Sweeter than redcurrant yet sharper and more characterful than strawberry,” she explains. “Recent launches such as Jimmy Choo I Want Choo with Love show growing interest in the note, alongside several upcoming launches set to spotlight raspberry.”
Woolley highlights the demand for fruit notes that feel bold but refined:
“Raspberry offers sweetness with personality, making it perfect for perfumes that feel expressive rather than overly sugary,” she said.
Gourmand notes will also remain a big trend this year: “Creamy vanilla, tonka bean, caramel and soft milky accords continue to resonate, but with a noticeable move away from overt sweetness,” she said.
“Customers are still drawn to comforting notes, but they want them to feel wearable and elevated. Gourmand perfumes are becoming less about intensity and more about how they make you feel.”
In 2025, perfumes like Tom Ford Soleil Blanc captured this perfectly, combining creamy pistachio and cardamom with a soft vanilla warmth that feels comforting yet polished. Similarly, compositions built around brown sugar and vanilla bases, such as Miu Miu Miutine, show how sweetness is being softened with florals and musks to create everyday appeal.
According to Shiyan Zering, Senior Research Analyst for Beauty and Personal Care at Mintel, edible perfumes are also emerging, further blurring the lines between fragrance and flavour:
“These innovative creations combine aroma with taste to deliver a truly multi-sensory experience,” she said.
Woolley also notes that spice is playing a bigger role in shaping modern perfume trends, with saffron emerging as a hero note for 2026.
“It brings a warmth and sweetness that feels luxurious without being heavy,” she said.
“Perfumes like Roberto Cavalli Serpentine Parfum show how saffron can add depth and richness when paired with jasmine, lavender and creamy vanilla-tonka bases,” she added, noting that cardamom and ginger are also gaining popularity.
Personalisation and body mists reshape fragrance routines
Personalisation is increasingly influencing how people wear perfume, with layering becoming a key part of the experience.
“Rather than relying on a single scent, shoppers are increasingly combining body oils, hair mists and perfume to build a trail that feels personal and adaptable to their mood, the season or the occasion,” Woolley explained.
“With the continued rise of #FragranceTok in the UK, consumers are more informed and confident than ever, understanding notes and enjoying the process of experimenting with how different scents work together.”
According to Vivienne Rudd, Senior Consultant at Mintel Consulting, body mists and sprays have enjoyed increased popularity in recent years and continue to be a popular choice. “This is largely due to their lower price point compared to perfumes, making them attractive to consumers looking to save money during economic uncertainty,” said Rudd.
She highlighted brands like Impulse and Salt & Stone Bergamot & Hinoki Body Fragrance Mist, which have successfully targeted both budget and prestige segments, with mists ranging from £3 to £45.
“Consumers often use body mists for everyday wear and reserve perfumes for special occasions,” Rudd shared. “Brands are encouraging layering with other products, like deodorants and lotions, to enhance longevity and create personalised scent experiences.”
She added that mists are being positioned as lighter, more subtle alternatives to traditional perfumes, appealing to those who prefer less intense scents.
Rudd said that the gourmand scent has become the go-to olfactory profile, sparked by Sol de Janeiro, which has seen incredible success, particularly in the travel-retail sector.
Mona L’Hostis, Director of Marketing for Global Travel Retail at L’Occitane Group, told Cosmetics Design that consumers love layering scent mists or refreshing their scent on the go:
“In travel retail, mists hit the sweet spot between indulgence and convenience, making them a standout choice for airport shoppers seeking aspirational yet approachable luxury,” she explained.
“Perfume mists are helping drive growth in the channel and capturing impulse purchases with a sun-kissed fragrance experience.”
While Sol de Janeiro can attribute much of its success to its popularity with Gen Z fragrance shoppers, Rudd also highlighted the opportunity for brands to innovate with less sweet, more subtle scent profiles to attract older demographics.
She also spotlighted the growing number of prestige and luxury brands launching body mists as an entry point for consumers who may not be able to afford higher-priced perfumes, or who want a low-investment option that can be rotated with other body mists.
Salt & Stone and Chanel are good examples of brands introducing premium-priced mists with added skincare benefits.
