2024 was no doubt the year of fragrance. #PerfumeTok garnered billions of views. Dozens of new brands hit shelves (Noyz, Tsu Lange Yore, 5Sens) and many made triumphant returns after years away (Glossier, Bottega Veneta). Makeup and fashion brands even tried their hand at scent (hi, Merit, Charlotte Tilbury, and Cult Gaia) too. But we're not done, because experts say the fragrance market is anticipated to grow in 2025 and beyond. Fueling the moment are some pretty unique 2025 perfume trends that'll keep people entertained, that's for sure–from weird flavors to unique formats to surprising concoctions.
"We’re likely to continue to see a resurgence of comforting, nostalgic notes alongside experimental blends," says Caroline Sabas, senior perfumer at Givaudan. But everything's got a modern twist, don't worry. Keep reading for our full 2025 perfume trend report, according to three fragrance experts:
1. Cozy Vibes
"The rise of sweet perfumes stems from their ability to evoke comfort, indulgence, and familiarity, particularly during uncertain times, which we saw particularly during the pandemic," says Sabas. But the trend has definitely grown, and we're moving into a more soft, cozy, warm composition rather than straight-forward vanilla perfumes. "Think cozy accords like nutmeg, cashmere, or salted caramel paired with more unconventional elements like metallic or mineral notes," says Sabas.
Sabas actually created The Maker's Dream, which layers cinnamon butter, white sandalwood, amber, vanilla bourbon, vetiver, and magnolia—all of which she says create an alternative take on gourmand that gives a more nostalgic and homey vibe. "Additionally, notes like maple and nutty facets will surface more and more," she says.
Plus, with these comforting scents, we're also looking to our perfumes to work a little bit harder, which is where some pretty cool innovation in perfume tech comes in. Givaudan uses a technology called MoodScentz+, which is a design platform that perfumers can use to help evoke positive moods (relax and unwind, invigorate and recharge, and happy and blissful, for example). DSM-Firmenich has a program called EmotiON that mixes AI and neuroscience to help target specific emotional responses with their scents. If we're gonna be spritzing these perfumes on every day, why not make them impact our moods?
Liis Fragrances Choux Choux
The Maker Dream Eau de Parfum
2. Nature Influences
Expect a mix of woods and earthy scents to take center stage, all that pull from nature. We saw this take form in 2023 and 2024 with Future Society, a brand that takes inspo from extinct flowers using research from the Harvard Herbarium. As it continues to grow in 2025, notes like iris and narcissus will be at the forefront, says Sabas, but we'll see them "interpreted in modern ways," she explains.
"Woody and Middle-Eastern-inspired fragrances may challenge gourmands as the most popular perfumes, offering more grounding and sophisticated alternatives," she says. Think: Strong focuses on sandalwood, oud, and cedar. But we'll also see new takes on the classics with aromatics and herbal scents blended in, Sabas says. "Thyme, basil, or sage might also gain traction, specifically in natural-inspired compositions," she notes.
Eauso Vert Dos Mil Años Eau de Parfum
Frédéric Malle Synthetic Jungle Parfum
3. Savory Notes
As gourmand perfumes evolve, expert them to dip into the savory side, says Sabas. Look to notes like rice and matcha, which feel unexpected but still milky and creamy to some extent. But other foodie scents will emerge as well that might go into another path. Tomato had a big moment in home fragrance, notes cohost of fragrance podcast Smell Ya Later Tynan Sinks, but we're also seeing the whole garden erupt in personal fragrance as well. Fennel, olive, bell pepper, rosemary—all of which add an aromatic, earthiness to a perfume that still has the yumminess of the gourmand you're used to, but just in a totally unique way.
Elorea JANG (장) Eau De Parfum
Snif Slice Society
4. The Next Gen
For millennials and elder Gen-Zers like myself, it feels a bit like nostalgia to see a rise in body sprays, all calling to the youngins waltzing the aisles of Sephora and Ulta. Cohost of Smell Ya Later podcast Sable Yong says that we're going to see more brands and products pop up specifically for Gen A. Expect body mists, fragrances in cute packaging, and branding that appeals to identity and mood. "I think all those 'Sephora tween' stories from the past two years made the rounds among beauty incubators and investor crowds, and we’re going to see a lot of 'hello, fellow kids' brands providing cute, accessible fragrance options for the youth," she says.
Sabas echoes this, noting that indie brands, as well as collaborations and limited edition offerings that appeal to more niche audiences, plus brands that can offer innovation, sustainability, and personalization will stick out amongst the crowd to this younger demo.
DAISE Fragrance Body Mist
Marc Jacobs Marc Jacobs Daisy Love Glow Eau de Toilette
5. The New Gourmand
Don't worry, gourmands aren't going anywhere, says Sabas. Dubbed "kooky gourmands" by Sinks, 2025 will finally usher in a new era of sweet scents. "Now that people are finally letting themselves love vanilla, it has opened the door for all other kinds of sweetness," he says. "Everyone's had their vanilla fix, so people will be looking for the same sort of sweetness from new notes," he shares. Some brands have already explored working with interesting sweets, like gummy candy, marshmallow, bubblegum, and more. But things could also turn more boozy and rich versus candy-like, says Sabas. Such is the case for many new cherry perfumes launching right now that feel more complex.
BORNTOSTANDOUT Angels' Powder Eau De Parfum
6. Scent-Maxxing
"Beast mode" perfumes, aka scents that have a mega-strong projection that fills a whole damn room, were in high demand in 2024. And that won't go away this year, says Sabas, who notes that consumers will be opting for a way to create longevity and strength on their own. "Layering products, such as matching body oils or hair perfumes, will gain popularity for customizing intensity," she explains.
With that, Sinks predicts fragrance-forward body products will take off in 2025. "Body brands will be putting out more scented products, and fragrance brands will be releasing hand and body washes, body lotions, and hand creams," he says. "We're already seeing this with brands like DedCool and Nécessaire expanding their body collections, and Sol De Janeiro continuing to win in the body space."
Sure, this is a way to curate a whole scent vibe throughout your life (grab the matching body wash, body lotion, body oil, hair mist, perfume, etc.), but layered together, it also majorly boosts how long your perfume will last. Or a single hair perfume or body lotion, generally, costs a hell of a lot less than a 1.7 oz perfume bottle, democratizing fragrance a bit more, especially for the youths.
Nécessaire The Body Lotion Olibanum
Sol de Janeiro Brazilian Crush Cheirosa 71 Perfume Mist
7. More Branded Scents
We already know celebs will continue to drop perfumes. And we'll keep buying 'em! (Hi, ilysm, Sabrina Carpenter Fragrance). But with fragrance being such a hot item right now, it's not necessarily going to just be reserved for A-listers anymore, says Yong. "Now, everyone including influencers, athletes, beloved fast food chains—think: Auntie Anne’s and Cheetos—will launch a perfume, either as limited-edition marketing swag, or world-building for an existing brand," she says.
We already saw this with Merit's sophisticated, '90s-inspired scent, Retrospect, which fully falls in line with their minimalist cosmetics. Ayurvedic skin and hair brand Ranavat ventured into perfume with a woody scent that features traditional Indian notes, as well as a spiritual message that perfectly fits the brand. The same goes for Ceremonia's debut earthy fragrance.
But we'll likely see this in even weirder and unexpected ways too. Yong, personally, is looking out for an IKEA perfume. Ideally with notes of fresh wood, cold air, and Swedish meatballs. Yum.
Ranavat Spiritual Awakening Eau de Parfum
8. The Extrait Era
Everything comes in a more powerful version these days, often labeled as the "extrait" or "intense" to signify the flanker is more potent and deeper in scent. "The demand for 'beast mode' fragrances with strong projection and longevity will remain, but with a focus on balanced performance that doesn’t overwhelm," says Sabas. People spritz on a scent and sniff themselves all day long, and they wanna be smelled from across the room (basically the opposite of the early 2020s favorite "skin scents"). She says this also likely will encourage more potent notes to take center stage too, like oud, incense, amber, and rich woods.
Viktor & Rolf Flowerbomb Extreme Eau de Parfum Intense
Burberry Her Eau de Parfum Intense
9. The Return of the Fruity Floral
As perfume's popularity grows, more mass-appealing scents will hit the market to cater to those with less daring palates as the scent-obsessed. Case in point: the return of the ever-popular fruity floral perfume. However, now, these feel a bit more complex, using less popular notes to create mixes that smell more unique. Rhubarb, orange flower, strawberry, hibiscus, nectarine, pear—they all provide a brighter vibe than the usual rose/peach concoction.
Chloé Atelier des Fleurs Néroli Eau de Parfum
Meet the experts:
- Caroline Sabas is a senior perfumer at Givaudan. She's worked on perfumes for dozens of brands throughout her career, including Britney Spears, The Maker, and Elizabeth Arden.
- Tynan Sinks is a copywriter and beauty writer in New York, NY. He's also the co-host and co-founder of fragrance and beauty podcast, Smell Ya Later.
- Sable Yong is a beauty writer, author, and co-host & co-founder of fragrance podcast, Smell Ya Later. Her debut essay collection, Die Hot With A Vengeance, explores the beauty industry through a cultural lens and her experience as a former editor.
Why trust Cosmopolitan?
Beth Gillette is the beauty editor at Cosmopolitan with six years of experience researching, writing, and editing fragrance stories that range from winter perfumes to expensive perfumes. She's an authority in all fragrance categories but is an expert when it comes to perfume trends after working with the industry’s top experts to assess new formulas and brands.
Beth Gillette is the beauty editor at Cosmopolitan, where she covers skincare, makeup, hair, nails, and more across digital and print. She can generally be found in bright eyeshadow furiously typing her latest feature or hemming and hawing about a new product you "have to try." Prior to Cosmopolitan, she wrote and edited beauty content as an Editor at The Everygirl for four years. Follow her on Instagram for makeup selfies and a new hair 'do every few months.
