Fragrance as the New Identity Marker in Beauty Culture.
Gen Z and Millennials are redefining fragrance as a tool for daily self-expression.
Fragrance Moves Beyond Accessory
In 2025, fragrance has evolved from a finishing touch into a frontline identity marker. Consumer Edge data shows fragrance is one of the fastest-growing beauty categories, driven by Gen Z and Millennials who use scent as a medium for daily self-expression and cultural belonging.
Unlike earlier cycles where fragrance was seasonal or gifting-driven, young consumers rotate scents with the same intensity as wardrobe choices, making fragrance integral to personal presentation.
Both Ends of the Market Thrive
Growth is visible at both luxury and value tiers. On the prestige side, artisanal houses such as Le Labo and Jo Malone continue to scale through personalization and gifting culture. In the UK, Jo Malone held its place in the top 20 fastest-growing brands, while Le Labo secured a top-40 ranking in the US.
At the value end, challengers are thriving. Oakcha, known for accessible dupes of luxury perfumes, ranked 13th in the US by DTC growth. Discount platforms such as Fragrance Direct and AllBeauty.com are reshaping access by offering designer scents at scale.
This duality shows fragrance identity spans income brackets, from consumers trading up for artisanal craft to those trading down for affordability, while in both cases expanding repertoire.
Digital Discovery Rewrites Distribution
Platforms like TikTok and Instagram have transformed fragrance discovery. PHLUR, acquired by former fashion editor Chriselle Lim, became a viral success when its “Missing Person” scent generated massive waitlists after trending on TikTok, helping it place in the US top 3 by growth.
Subscription models like Scentbird, which ranked in the US top 40, exploit the sampling impulse by letting consumers trial multiple identities before committing.
This rewrites the funnel: exploration is digital-first, loyalty is anchored in emotional fit.
Fragrance as Cultural Belonging
The trend is consistent across geographies. In the UK, high-end players like Le Labo and Jo Malone share space with discounters like Fragrance Direct and AllBeauty.com.
In continental Europe, Guerlain ranked 2nd in growth, proving that heritage houses can expand when paired with modern engagement. LVMH’s Q1 2025 earnings confirm this momentum: the Perfumes & Cosmetics segment posted €2.178 billion in revenue, flat year-on-year (0% reported, –1% organic), with Guerlain buoyed by the Aqua Allegoria and L’Art & La Matière lines and the relaunch of its Rouge G lipstick.
Bottom Line
Fragrance has broken out of its accessory role to become a cultural identifier in 2025. Growth spans artisanal craft and accessible dupes, discovery is mediated by algorithms and subscriptions, and adoption is led by Gen Z and Millennials who treat scent as a personal badge.
For brands, the imperative is clear: those who frame fragrance as identity, not ornament, will set the direction of the next beauty cycle.
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