Global fragrance trends 2025
1. Personalization & Layering
("Mood-scaping" and fragrance layering)
In 2025, perfume is no longer a one-scent experience. More consumers are mixing scents according to their mood — a trend known as "mood-scaping" that is now becoming mainstream.
Fragrance layering is gaining popularity, with experts offering tips to combine different perfumes to create your own signature scent.
🌟 Juliette has a gun - NOT A PERFUME
(105€ / 50ml, 210€ / 100ml)
Not a Perfume is a fragrance composed of a single ingredient: Cetalox.
Usually relegated to a supporting role in formulas, it plays the leading role here. The result is minimalist, elegant, and pure. Unique. One of the advantages of its formula is that it contains no allergens.
Naturality
• 25% of upcycled ingredients
• 93,4% biodegradable
• 90% natural origin
Social media KOL content:
https://www.tiktok.com/@scentswithnaz/video/
2. Clean Beauty & Skin-friendly
The "clean-girl" scent trend is all about fresh, subtle notes — musk, light florals — evoking a just-showered, minimalist feel. It's gone viral on TikTok and is favored by Gen Z.
Alcohol-free fragrance oils and solid perfumes are trending. These products are gentler on the skin, longer-lasting, and align with the growing "skinification of fragrance" movement.
Sustainability and natural essential oils are increasingly emphasized in high-end fragrance launches.
3. Scent Innovation
Neo-gourmand fragrances are in: Think sweet, salty, nutty, or coffee-infused compositions that go beyond traditional vanilla-based scents.
Salty and marine notes are dominating summer launches — fresh, breezy, and beachy.
Innovative ingredients like tea leaves, oat milk, coconut, and pistachio are appearing in both niche and mainstream releases.
🌟 Kayali - Vanilla 28 Eau de Parfum
(95€ / 50ml, 190€ / 100ml)
A feast for the senses, VANILLA 28 is a masterpiece of nuance and refinement.
Creamy jasmine blends with rich notes of Madagascar vanilla to bring out the sweetness of Brazilian tonka bean.
Notes of musk, amber, patchouli, and brown sugar come together in perfect balance to form the subtle base of this beautiful woody scent.
Product page on Sephora:
https://www.sephora.fr/p/kayali-vanilla-28
🌟 Le Labo - Thé Matcha 26
(205€ / 50ml, 295€ / 100ml)
The Matcha tea accord is infused with a creamy fig note, grounded by sweet vetiver and textured cedarwoods, and enhanced by an alluring bitter orange.
Introverted and deep by nature, THÉ MATCHA 26 is a skin fragrance, intended for the wearer and those (enough / TO REMOVE) lucky enough to be close enough. It embodies nobility and tranquility. This memory-rich scent reminds us of that solitude we love so much and all the familiar objects we cherish.
Social media KOL content:
https://www.youtube.com/watch?v=hQlKjo-Q0-o
Official website of product page:
https://www.lelabofragrances.com/fr/fr/th-matcha-26
In summarize, consumers are shifting toward layering, clean labels, and innovative formulations, pushing brands to differentiate through experience and personalization.
