Get a Whiff of 2025's 10 Biggest Fragrance Trends, According to Beauty Experts

“You smell good” is one of the best compliments I can receive, so it’s no surprise that fragrance has been riding high for a few years now. So much so that Marie Claire launched its inaugural Fragrance Awards in 2024 and hosted the best-smelling event in town to celebrate the year's best new perfumes. Luckily, this scent boom shows no signs of dissipating—and 2025's biggest fragrance trends are proof.

According to a Circana report, prestige fragrance was the fastest-growing beauty category last year, with year-over-year sales increasing by 14 percent. Younger generations exploring the fragrance world for the first time have played a huge role in growing the category, fueling an increase in viral moments on platforms like #PerfumeTok. (Proof: Circana states that consumers aged 13 through 26 rank highest in the perfume wearer-category, using fragrance at least three times a week; they are now more engaged with the category than Millennials.)

The fragrance market has responded accordingly, revamping old categories and establishing new ones as well. Marshmallow perfumes have become a well-established sector of the industry, as did fine fragrance deodorants. Sensual, musky perfumes and floral fragrances continue to receive modern makeovers, too.

The common thread between every fragrance group—besides the obvious desire to smell good—is that fragrance permits self-expression through signature scents and scent wardrobes. In response, brands plan on doubling down on the idea that fragrance is a vehicle for a more sensorial type of storytelling in 2025, with all things olfactive at the forefront.

“2025 will be defined by a deeper connection to fragrance—an era of experiential slow perfumery,” says Bernardo Möller, co-founder of House of Bō. “This philosophy invites us to see fragrance not as a fleeting accessory but as a profound act of reflection and storytelling.”

To get the scoop on all of the biggest fragrance trends for 2025, I asked the best in the business to share their predictions. So, keep reading to sniff what’s in and what’s out, straight from the industry's top fragrance aficionados.

Oil-Based Fragrances

Longevity isn't just a buzzy term in wellness; fragrance lovers are clinging to that concept, too. "There has been more consumer demand for fragrances to last longer," says Dana Schmitt, a Givaudan perfumer. "There will likely be a rise in oil-based fragrances in the near future. These oil bases not only last longer, but leave a substantial trail."

Men's Perfume Is for Everyone

Gender-neutral and genderless scents have been in the consumer consciousness for a few years now, especially among younger fragrance users. "The future of fragrance is inclusive," says Rosie Johnston, CEO and founder of By/Rosie Jane. However, so much of that has been seen through the expansion of traditionally feminine scent notes like florals being worn by anyone, regardless of gender.

Now, Johnston is predicting that this year, traditionally "masculine" scents are going to take center stage. "Notes like woods, amber, and leather are being rediscovered and modernized for everyone," she explains. "This trend also celebrates nostalgia, with women rediscovering and modernizing the timeless appeal of traditionally masculine fragrances."

Boozy Accords

The sober movement might be taking off, but in the fragrance world, boozy scents are definitely trending. "Certain notes are emerging as key players for 2025," says Möller. "Boozy accords like cognac and rum bring warmth, richness, and indulgence, perfectly captured in [House of Bō fragrances] Bombón and Casa Blanca, where these notes offer a sophisticated edge."

Power Notes

Subtle skin scents have held fragrance wearers in a chokehold for the last few years, but Kudzi Chikumbu, fragrance expert, author and content creator known as Sir Candle Man, thinks 2025 is the year we say goodbye. Fragrance is going to have a bold renaissance. "2025 heralds the return of statement-making classics with a modern twist," he explains. "Bold and powdery [notes] are back thanks to Guerlain’s latest Patchouli Paris, as well as powdery florals which you can try in CHANEL’s Comète, and deep ambers as seen in Creed’s launches of Centaurus and Delphinus."

Tangy Gourmands

Although Chikumbu thinks we're going to bid farewell to gourmands in 2025, Schmitt believes they're going to evolve rather than disappear. She notes that the gourmands that have been dominating the market are typically focused on scent profiles featuring caramel, vanilla, or chocolate. She predicts the gourmands popping up this year will "become more sophisticated beyond just a sticky sweetness." Instead, sweet fruits will serve as the main source of inspiration. "We’re also seeing a shift is emerging, and sweet fruits are also stepping into the light as the next main character," she says. "Notes like strawberry and raspberry, with their juicy, tangy sweetness, are becoming increasingly popular. These fruits evoke a sense of playfulness and youth while maintaining sophistication."

Maximalist Moments

The impact that PerfumeTok has had on the fragrance category is undeniable, and Chikumbu agrees. He's seeing a "more is more" approach to scent this year. "PerfumeTok hasn't just changed how we discover fragrances; it's transformed how we wear and display them," he says. "The stronger, the better. With consumers looking for bang for their buck, the love for the new extraits will continue because you get the coveted 'beast mode' longevity with a few sprays."

Calling out Matiere Premiere's Radical Rose extrait and Guerlain's extrait collection as some his favorites, he also foresees a mainstream moment for scent layering, pointing to brands like Kayali that are "incorporating combination suggestions directly into their packaging, and influencers [that] share daily 'scent combos' on their channels." To round out the maximalist moment primed to happen this year, Chikumbu looks to the rise of "visible perfume collections online," stating that perfume collections featuring interesting bottles will be viewed as decor. "Look at Xerjoff’s intricate bottles and Louis Vuitton’s highly desired Imagination and Cirque du Soleil’s L’eau Parfums quirky bottle," he says.

More Moss

"Moss has made a comeback, initially popularized by its overdose in Baccarat Rouge 540," says Schmitt. She explains that traditionally the ingredient has been associated with chypres (scents traditionally formulated with a citrus top note, floral heart and an oak moss base), and fougères (fresh, green scents). However, she's noticed this ingredient finds a place in more feminine or genderless scents. "In the future, we could see moss paired with unexpected combinations like white florals, creamy sandalwood, or even solar accords, shedding its dependence on classic accords for extra femininity," she says.

Fruity Notes

"As the desire for thoughtful, story-driven scents continues to grow, these trends reflect a collective shift toward fragrances that feel personal, intentional, and rooted in the craft of storytelling," says Möller. And it seems like the story many want to tell through scent is one of vibrance, driven by fruit-forward notes. "Fruity notes such as fig, pear and pomegranate are gaining prominence, celebrated for their vibrant, multi-dimensional qualities," says Möller.

Energizing Citrus

While fruits are predicted to be top of mind in various scent trends, citrus, in particular, will have its own moment. Johnston believes that this "reflects a desire for freshness and energy in everyday life," and is even working on her own citrus-forward scent. "Citrus will take center stage with a modern twist," she says. "Bright, uplifting notes like bergamot, and lemon will be blended with unexpected elements like herbs or florals to create fragrances that are both invigorating and complex."

The Signature Range

Signature scent vs scent wardrobe—which one will win out in 2025? While more and more people seem to want entire collections of fragrances, Chikumbu thinks that the idea of a scent wardrobe is going to look a bit different this year. "Scent wardrobes have been trending, but there’s a shift with consumers seeking comprehensive coverage of entire brand ranges rather than individual launches," he says. "The new Balmain perfume collection exemplifies this trend, offering distinct personalities within a cohesive narrative. This will continue to help consumers discover new scents from their favorite brands and build a one-brand fragrance wardrobe."

Why Trust Marie Claire

Jamie Wilson is a beauty editor and writer with nearly a decade of experience in the beauty industry. She has words in Harper's Bazaar, Cosmopolitan, Marie Claire and more, focusing on digital features, trend stories, and shopping roundups. She spoke with four fragrance experts to compile this list of fragrance trends for 2025.

Marie Claire is also a leading fragrance expert, having produced content about the best fragrances, every fragrance category, and niche trends in the perfume space. We're constantly scanning and reviewing new launches, as well.

Meet the Experts

Bernardo Möller

Bernardo Möller is a 38-year-old perfume enthusiast who resides in the heart of Latin America’s haven, Miami. Born to an Italian-American mother and a German-Mexican father, his multicultural upbringing in Mexico was filled with memories centered around scents. From the woody scent of Roble Trees in the Mexican forest that surrounded his home, to the tanning oil his mother would wear while vacationing in Sayulita by the Pacific Ocean, scents were as essential to his story as the supporting characters were to his life. Bernardo began collecting perfumes at the age of 13 and today his personal fragrance archive includes over 500 scents that tell his most intimate stories of love, heartbreak, and adventure. His passion for fragrances took center stage the day his father unexpectedly passed from COVID-19. Inspired by his father’s spiritual teachings of living an authentic and purpose-driven life, and his love for architecture and design, he began to create a sublime line of fragrances with renowned master perfumers in hopes to inspire the world.

Dana Schmitt

Dana Schmitt remembers the exact moment she decided to become a perfumer. During college, where she studied chemistry and French, she visited a friend studying abroad in Paris and toured the perfume museum. She found an entry-level position in a lab for her first job. A couple of years later, she was accepted to Givaudan’s perfume school. Pushing olfactive boundaries is what Dana relishes most about her job. She has created scents for brands including Apotheke, Bath & Body Works, Boy Smells, GUESS, Glow Recipe, New Savant, Otherland, and Touchland.

Kudzi Chikumbu (Sir Candle Man)

Sir Candle Man is the world's No. 1 home fragrance and candle creator, personality, author, brand consultant and curator with a mission to illuminate the world with scent, style and inspiration. A trailblazer with over 400K followers, Sir Candle Man is a curator of exquisite perfumes and candles and a connoisseur of travel and home decor, bringing elegance, scent, and style to every aspect of life. He has collaborated with many iconic brands like CHANEL, Target, and Walmart, wrote a warmly received book, "LET IT BURN" and created a candle with LAFCO which Forbes recognized as one of the best-smelling scents of 2023. Sir Candle Man has been featured in The Hollywood Reporter, NY Mag, House Beautiful, The Drew Barrymore Show, and GMA.com

Rosie Johnston

Rosie Jane Johnston is By Rosie Jane's founder and CEO. She is a native Aussie, turned die-hard Angelino, vibrant red head and mother of three who is the creative force behind her collection of clean, safe fragrances and bodycare products designed to discover beauty in the everyday.