British Gen Z thinks fragrances are worth the splurge.

British Gen Z thinks fragrances are worth the splurge. New research from sampling platform SoPost and student discount provider UNiDays found 74% of British Gen Z would be willing to spend £100 or more on a single fragrance. (A pretty big investment for this budget-strapped gen!) But that’s because fragrance has become a regular part of Gen Z Brits’ routine, not just something they save for special occasions. Among Sample Society members, 87% said they wear fragrances daily (compared to 49% who wear makeup every day), with 45% saying they try a new brand every two to three months. YPulse has been watching fragrance become more popular on both sides of the Atlantic, as countless Gen Z explore their scent profiles and embrace “fragrance-maxxing.” (TheIndustry.beauty)