The fine fragrance sector is bursting with innovation so far in 2025. From fruity florals to caramel vanilla sweet scents, there is something for everyone in the latest fragrance launches. Plus, wellness is permeating the category with novel ingredients and sustainable sourcing.

Fragrance was the fastest-growing category in 2024 based on both dollar sales—up 12%, according to market research firm Circana. And, in the mass market, it was the fastest-growing category based on dollar sales. 

The US prestige beauty industry dollar sales grew 7%, year -over-year, to reach $33.9 billion in 2024, according to Circana. In prestige, which includes US department and beauty specialty retailers, fragrance now accounts for 28% of total prestige beauty sales, solidifying its position as the second-largest category. Higher concentrations such as parfums and eau de parfums—which also carry higher price points—grew sales by 43% and 14%, respectively.

Luxury brands accounted for 12% of prestige fragrance sales and grew faster than the overall category. On the other end of the pricing spectrum, value-based and layering-type products such as body sprays jumped by 94% and hair fragrances increased 32%.

“The beauty industry’s resilience continues to shine as consumers turn to beauty to not only look, but also feel good,” said Larissa Jensen, global beauty industry advisor at Circana. “With beauty products intertwined with consumers’ emotional needs and wellness routines, maximizing this opportunity will go a long way to ensure a healthy future for our industry.”   

Caramel and matcha are no longer just preferred Frappuccino flavors at Starbucks. Beauty enthusiasts want them in their perfume bottles. According to beauty trend tracker Spate’s new popularity index, these are the fastest-growing edible fragrances. Analysts say caramel perfume grew compared to last year, with TikTok leading the way—holding 79.9% of the trend’s Popularity Share. On Google Search, interest in caramel perfume grew while TikTok engagement increased.

While some consumers prefer pure caramel scents, others are drawn to how it pairs with other gourmand notes like vanilla caramel, pistachio caramel and salted caramel—fragrance blends that sound like an artisanal ice cream lineup, according to Spate. 

Additionally, interest in matcha perfume surged compared to last year. With growing demand, fragrance brands have a unique opportunity to explore tea-based scents or collaborate with popular tea brands to create something unique for fans.

MEN’S & WOMEN’S FRAGRANCE SALES BOTH RISE, ACCORDING TO CIRCANA
Sales data for total us multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Jan. 26, 2025.

Famous Faces

Puig’s Rabanne pays homage to contemporary femininity with a fragrance that merges both feminine and masculine elements. Crafted by perfumers Alienor Massenet, Suzy Le Helley, Nathalie Benareau and Loc Dong, Million Gold For Her comes alive through La Maison’s first floral.

Topnotes, a co-distillate of lavender oil and tonkalactone, meet hand-pressed mandarin oil from Madagascar and biotech molecule, Pearadise. At the heart, the perfumers blended renewable rose oxide L, ylang-ylang complete oil Madagascar, jasmine “Coeur de Saison.” The fragrance’s ingredients are 90% natural origin.

“Million Gold For Her reminds me of how Rabanne feels as a brand,” says Brand Ambassador Gigi Hadid. “It’s powerful and beautiful, with rose, lavender and a salty mineral musk undertone. I love the balance. I think that a lot of my personality has masculine tinges to it, so I Iike the mix of feminine and masculine elements in a fragrance.”

Ava Phillippe, daughter of Reece Witherspoon and Ryan Phillippe, is the newest face of Vince Camuto fragrance. She kicked it off in the brand’s Valentine’s Day campaign featuring its Amore Eau de Parfum.

Amore reflects the “modern woman” with blush orchids, fresh freesia and floating lotus, said the company.

Top notes include sparkling clementine ice, cassis bud, bergamot, passion fruit heart; middle notes of wild muguet, blush orchids, fresh freesia and floating lotus; and base notes of sandalwood, cashmere accord, amber and musk.

Actor John David Washington is the face of Tom Ford’s new signature fragrance Bois Pacifique in a campaign that the brand says embodies the freedom of fearless self-expression. The campaign images and video show Washington immersing himself in Big Sur in northern California.

Bois Pacifique explores an infinite freedom found amidst the majestic elements of nature. Sandalwood, cedar and oakwood facets comprise the forest of Bois Pacifique. Essence of cardamom and aromatic turmeric conjure an earthy blend.

Oscar-winning singer Billie Eilish is known to push the envelope when it comes to challenging perceptions. Now, she has a new fragrance. “Your Turn” is billed as a warm, woody and fresh scent that blends bright ginger, velvety peach skin and smooth sandalwood “made for all” aiming to redefine versatility, per marketers.

Top notes include bergamot peel, cardamom pod and fresh ginger; heart notes comprise velvet peach skin, night blooming jasmine and coconut water. The fragrance is rounded out with base notes of sandalwood Australia, captive musks and upcycled Sylvamber.

The fragrance is paraben-free, vegan and made with “clean” ingredients—whatever that means.

Developed with Parlux Ltd., “Your Turn” represents a new pillar in Eilish Fragrances’ next phase of growth trajectory and evolution into a master brand.

Bath & Body Works recently revealed its partnership with Disney including six new fragrances, each inspired by an iconic Princess. This collection is the brand’s largest collaboration to date with an assortment of 85 products spanning from candles to fragrance. 

The line “captures the essence” of Cinderella, Belle, Moana, Tiana, Ariel and Jasmine, said the company.    

“This is a special moment for Bath & Body Works customers and Disney fans alike as we look to deepen the fandom for these fairytales in our most enchanting collaboration yet,” says Maurice Cooper, chief customer officer at Bath & Body Works. “Scent has the power to transform our thoughts, feelings and emotions and we’re inviting customers to experience these beloved Disney characters like never before through the power of fragrance. As we continue the momentum of successful brand partnerships, we’re committed to creating even more meaningful ways to reach and engage consumers and position Bath & Body Works at the center of culture and innovation.”

“The Disney Princess Collection by Bath & Body Works stands apart through the distinctive qualities of each Princess, with Bath & Body Works uniquely crafting fragrances that embody their individual stories and empower fans to embrace their own inner princess,” says Liz Shortreed, SVP-North America & Global Softlines at Disney. “This collaboration exemplifies how Disney weaves its princess magic into beloved national brands, delivering fresh products that delight both existing and new customers while maintaining consumer relevance.”

The Scent of Wellness 

Dwell212, the latest launch from Harry Slatkin, debuted in Walmart stores and online. Slatkin is an industry expert, having created fragrances for favorite celebrities and big brands including some of the iconic early 2000s Bath and Body Works scents. Now, he’s bringing his expertise to the body care category with a line of wellness-inspired scents and an emphasis on how fragrance can impact your mood, coinciding with the category boom that has taken retailers by storm, said the company. 

The collection includes a body lotion, body wash, gel hand soap and fragrance Mist available in four scents: Cucumber, Lavender, Petals and Citrus. 

Meanwhile, indie brand Vexa’s fragrance line is infused with oxytocin peptides. It creates a new category at the intersection of beauty and wellness, Vexa contends. The collection features formulations inspired by the effects of the natural “feel-good” hormone and is designed to deliver an elevated sensory experience.

“We carefully selected scents that have been linked to feelings of happiness, calm and sensuality,” said founder Sabah Karimi.

The debut lineup includes four distinctive fragrances. They combine the power of aphrodisiacs and mood-enhancing notes with the oxytocin infusion. Velvet Rush captures the essence of pomelo, Turkish rose, amber and vanilla. Siren No. 9 presents a fusion of raspberry, neroli, vanilla orchid and sandalwood. Stiletto Nights blends crushed raspberry seed, wild honeysuckle, jasmine and caramelized praline. Fatale delivers a bold fragrance with bergamot, Turkish rose, jasmine sambac and musk.

“Every fragrance is an artistic expression designed to deliver a complete sensory experience,” said Karimi. “The oxytocin peptides enhance the unique sensory nature of each fragrance and work with your body chemistry, creating something truly distinctive in the world of perfumery.”

The 10ml bottles come with a travel case and the eau de parfums are formulated with a high concentration of perfume oils to last up to six hours.

To complement these signature scents, Vexa Beauty created Vexa Fusion Butter, a body butter that acts like a fragrance primer and extends the wear time of each scent.

Indie company Fine’ry introduces men’s scents with the launch of nine eau de parfums. The brand is adding three new fragrances to its collection in both eau de parfum and body mist formats.

Following its TikTok success at launch in 2023, Fine’ry is reportedly one of the fastest growing fragrance brands at Target. According to the company, it is expanding its offerings to appeal to a wider audience with a new “masculine-centric” fragrance collection. Each fragrance is made with “fresh, spicy and woody” notes, per the brand.

“We launched Fine’ry with a simple, but important mission: everyone deserves to feel fine,” said Nadia Khan, SVP-marketing at Maesa. “We found through social listening, in-person events and on-the-ground conversations that we have universal appeal. But we wanted to ensure that, from an olfactive perspective, we expanded even further, while also increasing our presence within the aisles of Target. With this new collection in the men’s grooming aisle, we are addressing a consumer and market need, creating a more inclusive range and speaking to a new audience.”

New from Starco Brands is Nude Skin, the latest addition to its clean fragrance brand, Skylar.

The new eau de parfum is comprised of a blend of tiger orchid, warm vanilla and golden amber. 

“Nude Skin represents an exciting evolution for Skylar as we continue to elevate clean beauty to new heights” said David Dreyer, chief marketing officer, Starco Brands. “This fragrance is a testament to our commitment to creating sophisticated, hypoallergenic scents that resonate with our loyal community while attracting a new generation of fragrance lovers who value luxury, sustainability and personal expression. Nude Skin is more than a scent–it’s an invitation to embrace your natural elegance and individuality.”

The Power of Plants

Lifestyle brand Aerin added a new scent to its namesake fragrance collection: Tuberose Gardenia. Originally unveiled as part of the Estée Lauder Private Collection and inspired by cherished memories and timeless luxury, the new scent celebrates two “iconic” white florals—tuberose and gardenia.

The reimagined signature scent blends tuberose, carnation and a vanilla base to comprise a multifaced fragrance, per the makers.

Also new is Mediterranean Honeysuckle Figue. Inspired by the charm of a sun-drenched garden, this fruity and warm EDP captures the essence of “il dolce far niente”—the sweetness of doing nothing, said the company. A Mediterranean scent, it blends notes of sun-ripened figs, sparkling Italian bergamot and honeysuckle.

Estée Lauder is also unveiling Bronze Goddess Aegea Eau de Parfum, a limited-edition scent expansion to its Bronze Goddess collection. Billed as a “floral green” fragrance, it features a pink bougainvillea accord alongside fig nectar and coconut milk.

Haircare brand Moroccanoil expanded into fragrance with L’Originale Eau de Parfum. It is described as “an invigorating mix of sparkling lemon and sweet violet, peppered with delicate notes of blooming camellia.” 

As the fragrance develops, velvet woods and a hint of vanilla blend with white sandalwood, ethereal musk and spicy amber.

New at Le Labo, Eucalyptus 20 combines the “crisp freshness of eucalyptus and cedarwood with the leathery warmth of labdanum, elevated by musk and the smoky depth of frankincense,” said the company. The result is a genderless fragrance that embodies “the allure of the uncharted,” said the company.

Future Fragrance Trends

Unisex fragrances are trending in 2025, and the new collections from Jovan Fragrances and Adidas Fragrances match this consumer demand.

Nature-influenced notes are on the rise and Nautica Voyage also taps this trend.  

Overall, the future scent of the fine fragrance ingredients market smells sweet. Per a report from Markets and Markets, the fragrance ingredients market is projected to reach nearly $22 billion by 2029. 

Analysts say rising interest in “clean labels and ingredients” spurs growth. Currently, more fragrance brands are focusing on transparency with the decline in the use of synthetic additives, and a growing use of essential oils.

Fragrance in personal care products plays a significant role in driving market growth—particularly in the deodorant and skin care segments. 

Additionally, scents in products like shampoo and bodywash are typically aroma compounds and play a role in enhancing the user’s experience, stimulating brand loyalty. In a nutshell, fragrance can make or break your next personal care product so choose wisely.

Top Trends in Fine Fragrance for This Spring & Summer, According to Scentmate by DSM-Firmenich 

Consumers increasingly trust perfumes suitable for daily wear, offering long-lasting performance, emotional benefits and sustainable ingredients. Additionally, fresh fruits, vanilla and magnolia will be the olfactory trends that, according to the fragrance house, will define this spring and summer season. Here’s a closer look of the trends suggested by fragrance supplier DSM-Firmenich.

Pressed Juice
The perfumery trend of elevating fruit notes to more sophisticated levels is confirmed for this season. The sensation of freshness is recreated by the juiciest and most natural part of the fruit. Natural and refreshing fruity notes such as mandarin, kumquat and yuzu are on-trend, combined with the crunchy sensations brought by pear, apple and melon. Examples that precede this trend include Le Male Pride (Jean Paul Gaultier), which features notes of yuzu, blood orange, orange blossom and white woods, and H24 Herbes Vives (Hermès for men), which showcases a harmony of pear granita, herbal notes and lime.

Magnolia Dream
Traditionally associated with Chinese culture, magnolia is gaining significance and will be a key feature in this season’s launches. With its fresh, floral and delicate scent, magnolia will play an essential role in creating premium and delicate perfumes. Magnolias will provide elegant and clean floral notes, combined with green vegetable, fruity and spicy notes to create unique and complex fragrances. Related to this trend are Gorgeous Magnolia (Gucci), featuring an intense magnolia note encapsulated in a floral blend of jasmine, coconut and musk, and Rose & Magnolia (Jo Malone), which combines magnolia with black pepper, geranium and amber.

Dirty Vanilla 
Rooted in the nostalgia of the 1990s and 2000s, when this ingredient gained great popularity, vanilla will reemerge with new olfactive compositions. However, it will no longer be the innocent vanilla we once knew. We will find a new, much more intense and sensual version of this ingredient, which will blend perfectly with balsams, woods and original accords, offering an aura of mystery.