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Young people of color are fueling growth in the fragrance and perfume industries. 

May 02 2023

Young people of color are fueling growth in the fragrance and perfume industries. According to The NPD Group, “over 85% of Black and Hispanic consumers wear perfume and other fragrance products, in comparison to 78% of the total U.S. population.” Plus, a NielsenIQ study found that “2022 omnichannel fragrance sales by Black consumers in the U.S. increased to $1.5 billion, marking a 32% boost in volume sales compared to the same period in 2021.” These brands are benefiting from greater exposure on TikTok, where #PerfumeTok, for example, has garnered 2.6B views. Social media is the biggest driver behind the boost with key influencers like Funmi Monet (@funmimonet; 366,400 followers), Maiya Nicole (@blackgirlssmellgood, 141,000 followers) posting viral reviews and expertly describing fragrances to an audience who obviously can’t smell behind a screen. YPulse research shows that the value of reflecting diversity is likely adding to brands’ higher overall ranking with young people of color. (Glossy)