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There’s nothing like the thrill of walking through the perfume aisle of a department store or Sephora and finding your signature scent (or two). With fragrance trends abounding, people everywhere are looking for their own special scent that sets them apart, whether it’s layering multiple perfumes, choosing one that brings back specific memories, or snagging a unique find from an up-and-coming brand. The common thread throughout: Fragrance connoisseurs are more savvy than ever, and asking for more from their perfumes than ever.
Whether it’s your first or 15th purchase, there are a few things to keep in mind. “It’s important to start with notes that appeal to your personal taste,” says Frank Voelkl, principal perfumer at DSM-Firmenich in New York City. “From there, it’s a good idea to follow a scent in time and experience it in wear to make sure you like the way it evolves on your skin. It’s also worth exploring brands that align with your aesthetic and values, as this can lead you to a fragrance that truly reflects your olfactive identity.”
We’ve seen a little bit of (seemingly) everything at this point—the rise of gourmand scents, obsession with cherry notes, the love of pheromone perfumes. But what fragrance trends should we put on our radar for the rest of 2025? To get the scoop, we tapped Voelkl as well as Matthieu Befve, Givaudan’s head of fine fragrance North America, for all the insight.
Ahead, five fragrance trends to keep an eye (and a nose) out for this year, according to experts.
The best fragrances for 2025, at a glance
- Best Skincare-Infused Fragrance: Orebella Salted Muse Parfum, $72
- Best Fragrance with Food Notes: Phlur Heavy Cream Hair & Body Fragrance Mist, $38
- Best Light and Airy Fragrance: Ouai St. Barts Hair & Body Mist, $28
- Best Strawberry Fragrance: Clean Classic Strawberry Fields Eau de Parfum, $74
- Best Premium Fragrance: Maison Francis Kurkdjian Oud Satin Mood Eau de Parfum, $315
The Skinification of Fragrance
Skin care is all over beauty, from the skinification of makeup to the skinification of fragrance. “Consumers are increasingly seeking mists and other scented formats that offer skin benefits in addition to a beautiful scent,” says Voelkl.
As a response, brands like Dior, Orebella, and more have incorporated formulas that are alcohol-free or include nourishing ingredients like jojoba and shea oil. “These skin care elements—such as hydrating or soothing ingredients—can often be incorporated into formulas without disrupting the integrity of the fragrance,” explains Voelkl. “This dual-purpose approach is especially popular in the mist category, where wellness and beauty meet.”
Food-Based Notes
Edible notes have been all over the fragrance space lately (pistachio, vanilla, honey, and so much more), but this year they are taking on a new form. “While vanilla has long been a staple, our perfumers are exploring more nuanced directions—such as milks (including heavy cream), seeds, and nut accords,” says Voelkl.
This doesn’t come as a big surprise as we’ve been leaning so much into these mouthwatering notes. In fact, it seems perfume is going to take the food-inspired fragrances even a step further: “We’re also moving into savory territory with notes like butter, truffle, and olive. Some of these notes are already on the perfumer palette (like coffee or carrot), while others are brought to life through DSM-Firmenich’s proprietary Smell the Taste and NaturePrint technologies, designed to evoke realistic textures and sensations,” adds Voelkl.
Light and Airy
On the heels of a gourmand-heavy year, things may be shifting the other direction, especially for the warm weather of spring and summer. “Consumers are gravitating toward light, crisp, and airy scents that evoke playfulness and optimism,” says Voelkl.
And fragrance lovers are keeping things light and airy in more ways than one: Hair and body mists have taken a strong hold this year so far. “This shift is also influencing format preference,” says Voelkl. “For example, fragrance mists, with their lower concentration and easy-breezy application, are booming. We anticipate this trend continuing strongly through summer 2025 and beyond.”
Voelkl isn’t the only one noticing the change: “We’re seeing a significant rise in innovation across scent formats,” adds Befve. “Allover hair and body mists continue to thrive, offering a versatile and impactful way to wear fragrance.”
Sweet Strawberry
Last year, it was all about cherries: cherry fragrance, cherry fashion, cherry everything. This year we’re seeing the next evolution of fruitiness: strawberry.
“The rise of strawberry as a fragrance hero is emblematic of a broader, Gen Alpha-driven trend toward unfiltered, literal olfactive experiences,” says Befve. “This new generation embraces scent profiles that are bold, recognizable, and emotionally resonant—fragrances that smell exactly like what they claim to be, without layers of abstraction or subtlety.”
Strawberry, in particular, has emerged as a standout note, he finds. It’s “universally nostalgic, instantly joyful, and powerfully tied to youth culture,” Befve says. From Strawberry Shortcake dolls to snacking on endless strawberries as a child, it’s no wonder it brings back such fond memories. “Its playful, juicy character taps into a collective memory of candy, ice cream, cereal, and slushies, offering a sensory shortcut to carefree moments and seasonal fun,” he adds.
What’s more, the strawberry trend “speaks to a larger shift in consumer behavior: a desire for fragrance that is emotionally evocative, socially shareable, and above all, easy to love,” explains Befve.
People are hoping to get more out of their fragrances than ever before. It’s not just about getting the “you smell amazing” compliment from a friend or stranger on the street (though don’t get us wrong, we still love that); it’s also about creating an experience, standing out, and using new and innovative ingredients. Call it a side effect of the pandemic after being cooped up inside for months.
“Consumers are increasingly seeking elevated emotional and physical engagement through products that stimulate multiple senses simultaneously,” says Befve. “There is a growing demand for experiences that combine fragrance, texture, color, and immersive storytelling—offering moments of escapism and joy.”
The storytelling can come through in so many ways, whether via ingredient origins (like scoping out a new scent at a souk in Dubai) or discovering a luxurious addition to the fragrance (like the inclusion of long-lasting and expensive oud). “Fragrance continues to be a powerful vehicle for cultural discovery and connection. Consumers are increasingly drawn to global narratives rooted in authenticity, tradition, and place,” says Befve. “This manifests as a form of olfactive travel—where scents become gateways to rituals, ingredients, and stories from around the world. There is a notable move away from broad or generalized exoticism toward specific, regional inspiration.”
Plus, ingredients “with strong cultural ties are gaining visibility, and brands are deepening their global storytelling by collaborating with local artisans, perfumers, and communities—offering consumers a more meaningful and informed fragrance experience,” he adds.
On top of this, there’s a continued shift toward “elevated, high-quality fragrance experiences, driven by consumers who value both sophistication and sensorial richness,” says Befve. And what does this look like in practice?
“Premium ingredients such as amber are being used in higher concentrations—even within lighter formulations—to deliver lasting impact and a more refined scent profile,” he explains. “At the same time, fragrance layering has become a key ritual, allowing individuals to personalize their scent and enhance longevity. This evolving approach reflects a new vision of luxury—one that resonates particularly with Gen Z and Gen Alpha, who seek brands that blend prestige with playfulness and offer a sense of exclusivity that remains expressive, accessible, and emotionally engaging.”
Simply put: “Fragrance is no longer just about how it smells,” says Voelkl.
Catharine Malzahn is the contributing associate beauty editor at Glamour.
