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)
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