Katrina Rosales
Far from killing the perfume industry, millennials are reshaping it. They are the driving force behind the trends that are changing the sector, according to beauty industry magazine Cosmetics Business. They want to smell different from their mothers, with gender-neutral fragrances that feature notes of leather, crushed herbs, and smoke. They also want natural, sustainable fragrances, and they want to know the artisan behind the perfume. They prefer smaller bottles, which allow them to experiment with different scents. This demand for experimentation has opened the door for indie brands, which have been able to offer vegan, cruelty-free, and more affordable alternatives to luxury scents. In fact, the global fragrance market is the biggest it has ever been and still growing, with its growth in the post-pandemic era booming.
| Characteristics | Values |
|---|---|
| Driving force behind trends | Millennials |
| Preference for natural and sustainable fragrances | Natural, sustainable |
| Desire to know the artisan | Yes |
| Preference for synthetic musk | Synthetic |
| Preference for gender-neutral fragrances | Gender-neutral |
| Preference for unique scents | Leather, crushed herbs, smoke |
| Preference for smaller bottles | Smaller bottles |
| Preference for indie brands | Indie |
| Preference for dupes | Dupes |
| Preference for vegan and cruelty-free fragrances | Vegan, cruelty-free |
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What You'll Learn
Gender-neutral fragrances
Millennials are driving the shift in the perfume industry towards natural, sustainable fragrances. They want to know the artisan behind their perfume and are interested in unique scents like leather, crushed herbs, and smoke. This has led to a surge in popularity for gender-neutral fragrances, which made up 51% of all perfume launches in 2018, a significant increase from 17% in 2010.
Some brands that offer gender-neutral fragrances include Jo Malone, which groups its fragrances by scent notes like wood sage and sea salt, and Lush, which has a variety of scents like Lord of Misrule (patchouli, black pepper, and vanilla) and Devils Nightcap (Oakwood and oakmoss). Ranger Station and Fulton and Roark also offer tester boxes of gender-neutral fragrances, allowing customers to explore different scents before committing to a full-sized bottle.
Confessions of a Rebel is another modern genderfluid brand that offers a range of fragrances with unique scent profiles, such as Thirst Trap (driftwood, lavender, salted lime, watery neroli, and ocean minerals) and Well Played (lavender, bergamot, tonka bean, incense, and cocoa seed). Maison Margiela's Replica collection is also known for its gender-neutral fragrances, including "When the Rain Stops."
In addition to these dedicated gender-neutral fragrance brands, some mainstream perfume companies are also creating unisex perfumes. For example, MAC's Turquatic is a genderful fragrance, and Sephora offers a range of unisex perfume, cologne, and fragrance options.
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Natural and sustainable fragrances
While millennials are known for their preference for natural and sustainable fragrances, they do not shy away from synthetic ingredients, especially when they are the more sustainable option. They want to know the artisan behind their perfume, and they want to smell different from their mothers, with scents like leather, crushed herbs, and smoke gaining popularity.
This shift in preferences has led to the rise of natural and sustainable perfume brands that cater to these new demands. For instance, Abel offers vegan and all-natural scents in eco-friendly packaging, while still maintaining longevity, a rare feat in the clean fragrance world. Similarly, Ormaie combines the rich tradition of French perfumery with modern practices to create a luxury, clean, and vegan product.
Merit, a brand known for its clean beauty products, has also entered the fragrance market with Retrospect, a scent that is both vintage and modern, with notes of pear, florals, musk, vanilla, and moss. The brand prioritizes the use of clean and sustainable ingredients, ensuring that the final product is safe for even the most sensitive skin.
Other notable mentions include Ellis Brooklyn, founded by former beauty writer Bee Shapiro, which contains a high percentage of natural ingredients and only uses safe synthetics when they are the more sustainable option. The brand also invests in carbon-neutral shipping and FSC-certified stockists. For those seeking affordable options, Rainwater Botanicals offers a range of sustainable fragrance oils made with organic jojoba oil and natural plant oils, all-natural absolutes, and CO2 extracts.
In conclusion, the demand for natural and sustainable fragrances has led to a wave of innovative brands that are reshaping the perfume industry. These brands are not only meeting the demands of millennials but are also committed to ethical and eco-friendly practices, ensuring that their products are safe for both consumers and the environment.
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Synthetic musk
The creation of synthetic musk was largely prompted by the need to eliminate the nitro functional group from nitro-musks due to their photochemical reactivity and instability in alkaline media. This led to the discovery of ambroxide, a non-nitro aromatic musk, which further spurred the development of other polycyclic musks, including Galaxolide.
The first compound of this class was introduced in 1975 with Cyclomusk, and similar structures were noted earlier in citronellyl oxalate and Rosamusk. However, it wasn't until the late 1990s that these compounds were commercially produced and commonly utilized due to the difficulties in their synthesis and higher prices.
Some popular synthetic musks include Musk T (Takasago), Dihydro ambrettolide, Cosmone, Nirvanolide, Astrotone, Helvetolide, Serenolide, and Romandolide. These musks offer a range of effects, from fruity and ambrette to soft, powdery, and milky.
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Smaller bottles for experimentation
Millennials are driving a shift in the perfume industry towards more natural, sustainable fragrances. They want to know the artisan behind the perfume and are interested in experimenting with different scents. Smaller bottles of perfume allow for this experimentation without committing to a large bottle of a particular fragrance. This trend can be seen in the rise of wholesale perfume bottles, which offer small, customisable bottles that can be designed to align with a brand. These bottles are often sold in bulk and can be used for creating unique, artisanal perfumes.
The demand for smaller bottles of perfume also aligns with the rise in popularity of gender-neutral fragrances. Instead of sticking to traditionally feminine or masculine scents, millennials are embracing a wider range of fragrances, such as leather, crushed herbs, and smoke. Smaller bottles allow consumers to sample a variety of these fragrances without committing to a large bottle.
In addition to changing preferences in scents, millennials are also concerned about the environmental impact of the products they consume. Smaller bottles of perfume can be more sustainable, as they require less packaging and can be more easily transported, reducing the carbon footprint associated with the product.
The trend of smaller bottles for experimentation can also be seen as a return to a more artistic and emotional approach to perfumery. Smaller bottles allow for more unique, handcrafted fragrances that may not be widely available in larger, more commercial bottles. This shift towards smaller bottles and away from mass-produced perfumes can help to create a more personalised and meaningful experience for the consumer.
Overall, the trend of smaller bottles of perfume reflects the millennial desire for experimentation, sustainability, and unique, personalised experiences. Smaller bottles offer a way to sample a variety of fragrances without committing to a large bottle, allowing millennials to explore and discover new scents that align with their values and preferences.
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Influencer impact
Millennials and Gen Z are the driving force behind the reshaping of the perfume industry. They have formed a unique relationship with fragrances due to social media and Covid isolation. According to PerfumeTok, social media platforms drove 45% of scent sales in the US by 2023.
Gen Z, in particular, is excited about fragrances and perfumes. They love to learn about the industry, and the potential for independent product research and discovery are some of the main tenets of their purchasing ethos. As fragrance influencers democratize access to insider knowledge, young Gen Zers gravitate toward their content, which makes them feel in the know and grown-up.
Millennials and Gen Z are pushing for natural, sustainable fragrances and want to know the artisan making their perfume. They want to smell different and are moving toward gender-neutral fragrances. This shift has resulted in an influx of new talent in the industry, as indie companies look to creators who have taught themselves to blend new scents.
The global fragrance market is the biggest it has ever been and is still growing. It is set to generate revenue of about £45 billion in 2025, according to Statista. The UK market alone reached £1.74 billion in 2024 and, if growth continues at this pace, will top £2 billion by 2029, according to a 2024 Mintel report.
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Frequently asked questions
No, millennials have not killed the perfume industry. In fact, they are one of the driving forces behind the industry, reshaping the sector with their demands for natural, sustainable fragrances and gender-neutral scents.
Millennials are pushing for more natural, sustainable fragrances and want to know the artisan behind their perfume. They are also driving the trend towards gender-neutral fragrances, with 51% of all perfume launches in 2018 being gender-neutral, up from 17% in 2010.
Yes, Gen Z is also having a significant impact on the perfume industry. Their interest in fragrances, driven by social media and influencers, has led to a boom in the global fragrance market, which is now bigger than ever and still growing.
Gen Z and millennials have formed a unique relationship with fragrances. They are interested in exploring different scents and often opt for smaller-sized bottles, which allow them to experiment. They are also driving the demand for vegan, cruelty-free, and indie fragrance brands.
