If Chappell Roan was Bottled Up as a Fragrance, This Is What It Would Smell Like

Best New Artist winner at the 2025 Grammy’s Chappell Roan embraces a high-gothic aesthetic in her theatrical fashion with her signature powdery complexion. But what if that aesthetic was bottled into a fragrance?

According to Spate’s Popularity Index, gothic and powdery perfumes are the fastest-growing perfume trends in the US.

Gothic Perfume

Still not widely adopted by the mainstream, gothic perfume has grown by 304.1% year over year, (YoY) and across platforms. The trend is currently owned by TikTok, which holds 44.5% of the Popularity Share and has grown 309.4% YoY). However, analysts say Google is accelerating even faster at +547.9% year over year, suggesting that early cultural curiosity may be translating into active consumer intent. The trend receives 590.0 average monthly searches on Google and 78,900 average weekly views on TikTok. On Search, competition remains very low, leaving plenty of whitespace for both emerging and established fragrance brands to enter the conversation.

On TikTok, related hashtags range from paid visibility signals like #ad (59,100 average weekly views) to visual motifs like #snake (30,800 average weekly views), pointing to serpent-inspired bottle details and a broader focus on fragrance as object, not just scent. It’s not solely about what the perfume smells like, analysts insist, but the bottle it comes in and the visual language around it.

Fragrance-focused hashtags like #nicheperfume (29,000 average weekly views) highlight growing interest in niche houses and unconventional scent profiles, while #vampireperfume (24,900 average weekly views) points to rising engagement with moody, gothic-inspired fragrance aesthetics, less Twilight x Scentbird collab, and more a full-on shift toward dark romanticism. Top related branded hashtags include #lattafaperfume (54,400 average weekly views) and #hereticparfum (3,800 average weekly views), showing a split between accessible, mass-market fragrance brands and smaller niche houses gaining cultural traction.

Powdery Perfume

Another trend still in its early stages is powdery perfume. This trend has grown by 275.7% compared to last year, and across platforms. It is currently led by Google, which holds 54.7% of the Popularity Share and has grown 500.7% year over year. The trend receives 1,800 average monthly searches on Google and 133,200 average weekly views on TikTok.

On Search, queries like perfumes with powdery smell (390.0 average monthly searches) suggest consumers are driven less by specific products and more by a desired scent experience, actively trying to translate a sensory preference into actual fragrance choices. Search competition remains very low, leaving significant room for newcomers. On TikTok, hashtags like #perfumetok (7,500 average weekly views) point to a growing fragrance community where users share reviews and recommendations, while #freshfragrance (2,800 average weekly views) reflects interest in clean, powdery scent profiles.

Meanwhile, #ad (4,700 average weekly views) highlights the role of sponsored content in shaping visibility within the space, as increased paid spend can accelerate the trajectory of emerging trends. Top related branded hashtags include #lattafaperfume (1,700 average weekly views), #guerlain (998.0), and Diptyque’s #fleurdepeau (692.0), again highlighting a mix of accessible fragrance brands and established luxury houses.