Gourmand fragrances continue to rise in popularity in 2025, with the foodie trend dominating the year’s top beauty rules next to longevity and sensorial splurges.

Beyond color cosmetics, fragrance is ripe for the picking as vanilla notes in YSL Beauty’s Libre continue to tickle the fancy of perfume heads. And, while the Dubai chocolate trend continues to spread in popularity, Dubai’s leading luxury perfumery in the US, Lattafa, is having an olfactory effect on consumers.

According to Spate’s Popularity Index, YSL Beauty and Lattafa lead as the top-growing fragrance brands in the US.

YSL Beauty

YSL Beauty is a heritage brand known for its iconic fragrances as much as its makeup, with bestsellers like Black Opium, Libre and Y continuing to drive interest across platforms.

Over the past year, YSL Beauty has grown by 48.1% across platforms, per analysts. On Search, interest is up by 53.4% compared to last year, while TikTok shows a slight dip of –0.6%. Both Black Opium and Libre share vanilla as a base note, a scent profile that continues to trend with the rise of gourmand fragrances.

On TikTok, there’s a growing number of young men reviewing YSL fragrances, particularly YSL Y, a cologne with top notes of apple, ginger and bergamot. Search trends also show increasing interest in YSL fragrance dupes, especially from brands like Dossier. While some YSL perfumes may be out of budget for certain shoppers, there’s an insatiable appetite for more affordable alternatives like body sprays or inspired scents.

Lattafa

Dubai’s leading luxury perfumery in the US, Lattafa, may not be on every fragrance lover’s radar, but the tides are turning. The brand has grown 105.3% compared to last year, and across platforms. On Search, Lattafa is up 68.7% year over year, and on TikTok, it’s seen 137.6% growth compared to last year, analysts say. As the world becomes increasingly interconnected through social media, brands like Lattafa are reaping the rewards.

The Yara fragrance went viral on TikTok, consumers are increasingly familiar with the brand’s broader fragrance lineup and eager to spritz wrists and necks in new scents. Perfume heads have long sworn Arabian perfumes, and Lattafa’s rising interest aligns with a 59.7% YoY growth across platforms. Lattafa owes 88.6% of its popularity share to TikTok – but the scrolling here is mindful. Consumers are heading to Search with purchasing intent, showing how both platforms are working in unison. Lattafa has embraced TikTok Shop, where it holds a Very High TikTok Shop Views share of 69.8%. This finding suggests a significant portion of its views come from commission-eligible posts.

Fine fragrances sales shot up for Father’s Day 2025. Check out our top picks here.