Gen Z is influencing changes in the fragrance industry. Fueled by social media trends like #PerfumeTok, Gen Z has popularized collecting, layering, and experimenting with scents rather than committing to a single signature fragrance. (Not exactly the “Project Pan” mentality!) TikTok is the top platform influencing Gen Z’s fragrance purchases, with 66% citing it as their primary source of inspo, followed by Instagram at 64% and YouTube at 31%. This shift has driven demand for more affordable options, such as minis and travel sizes, allowing consumers to explore products without breaking the bank or committing to full-sized bottles. Brands like Glossier and Fenty Beauty are already embracing this preference for fragrance storytelling, limited-edition drops, and immersive events to foster deeper connections—but of course, Gen Z still craves innovation. (The Business of Fashion)
📊 YPulse data: 69% of 18-24-year-olds use fragrance products
