Fragrance has officially become Gen Z’s favorite accessory. According to Circana, the fragrance industry grew nearly $2B from 2021 to 2023, now valued at $8.3B, and recent headlines have been buzzing about young Gen Z’s growing obsession with fragrance—and for good reason. And it’s not just teen girls pushing the trend; there’s tons of social content proving teen boys are hyper fixated on smelling good, too. What used to be a quick spritz before heading out the door for Millennial teens has transformed into an entire ritual for Gen Z, even the tweens. For this gen, it’s about expressing who they are, how they feel, and sometimes, who they want to be. They’re exploring full “scent wardrobes,” a.k.a. choosing fragrances based on their mood, aesthetics, or even the time of day—think back-to-school scents or even fitting their favorite movie and TV show vibes. Thanks to social media, specifically #PerfumeTok, fragrance has turned into a viral cultural moment the youngest shoppers can buy into. Across Gen Z’s favorite platforms,...
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