Vanilla was Millennials’ favorite body spray scent growing up—and now high-end versions of the scent have become Gen Z’s go-to. Bath & Body Works’ Warm Vanilla Sugar walked so that Sol de Janeiro’s Brazilian Crush could run. A Y2K staple scent, vanilla has been getting a revisit by today’s young consumers with a warm and cozy sense of nostalgia—especially around the holidays. While the fragrance is nothing new, its popularity on social media, specifically #PerfumeTok’s subculture, has prompted brands to create more elevated versions like By Rosie Jane’s Dulce and Kayali’s recent Vanilla Royale Sugared Patchouli. According to data from Kyra, “vanilla is the No. 1 scent among Gen-Z beauty shoppers, ahead of rose, fruit, citrus and lavender.” YPulse told you how niche TikTok subcultures have been boosting sales for products since the app’s creation—and beauty trends beyond makeup and skincare are proving to be popular, too. (Glossy)
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