SMELLS LIKE TEEN SPIRIT: HOW GEN Z & GEN ALPHA ARE TRANSFORMING FRAGRANCE
By Alta Sparling, Beauty Marketing Leader & Growth Strategist
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A scent revolution is upon us, and it's being led by no other than the disrupters known as Gen Z and Gen Alpha. Once dominated by signature scents and department-store counters, the world of perfume has been upended by these younger buyers’ digital-first habits, demand for personal expression, and focus on values.
Perfume sales have surged post-pandemic (up 32% in the U.S. in 2022) in large part due to Gen Z’s enthusiasm. In fact, 83% of Gen Z now use fragrance (up 5 percentage points in the last year), and they outspend older shoppers – averaging about $204 per year on perfume (vs. ~$166 for the average buyer) (source: glossy.co) . This new generation doesn’t just wear fragrance; they’ve reinvented how to shop for it, how to use it, and what it means in daily life.
THE FRAGRANCE HABITS OF GEN Z AND GEN ALPHA CONSUMERS
Forget the old days of blind-buying a big designer bottle just because it’s iconic. Today’s under-25 consumers approach fragrance as personal fashion and self-care. They curate “fragrance wardrobes” – a rotating array of scents to suit different moods and identities (source robinreport.com). Rather than sticking to one perfume, 73% of Gen Z wear multiple fragrances in a week (source robinreport.com). Many choose scents by mood or occasion (“I wear vanilla when I want comfort, or citrus when I need energy”) instead of having a year-round signature. It’s common to see a Gen Z dresser topped with minis, mists and rollerballs – accessible formats that make it easy to experiment. (Notably, mini sizes now account for 38% of prestige fragrance units sold as consumers opt to “try pricier scents at an accessible price”.)
And to no surprise, social is their new fragrance counter. Platforms like TikTok are second only to in-person trials in influencing fragrance purchases. On TikTok’s vibrant #PerfumeTok community, influencers describe scents in relatable terms and spark viral crazes. A single viral review can send a product into backorder: For example, PHLUR’s “Missing Person” perfume amassed a 200,000+ waitlist and sold out in hours after trending on TikTok (source: marieclaireuk.com). Gen Z shoppers trust peer reviews and “see an influencer they align with, and feel more comfortable buying” without smelling first. Digital natives, they’re willing to order online based on hype and description – something unthinkable a decade ago when smelling in-store was a must (source: npr.org)
These generations are also expanding what “fragrance” means. Beyond classic perfumes, they love body sprays, hair perfumes, and even scenting their environment. Sales of hair & body mists skyrocketed 94% in 2024, hitting $474 million in prestige sales (source: glossy.co). Typically priced around $25, these mists (popularized by brands like Sol de Janeiro) let young people douse themselves (and their space) in scent affordably. A Gen Z might layer a coconut-scented hair mist over a vanilla perfume and use a matching lotion – scent layering is second nature to them.
Where do they shop you might ask? Increasingly, wherever is most convenient or community-driven. Traditional brick-and-mortar isn’t dead – Sephora’s fragrance aisles are popular – but e-commerce is booming. The pandemic habituated young shoppers to buying nearly everything online, fragrance included. Now, direct-to-consumer (DTC) brands and even TikTok Shop live streams are viable channels. A Gen Z buyer might discover a scent on TikTok, order a sample set from the brand’s website, then purchase the full size on Sephora.com or Amazon if it’s cheaper or ships faster. This fluid, channel-agnostic approach differs from older generations who mostly stuck to department stores. Discovery often starts online and social, while purchase follows wherever the best experience is – whether that’s a fun in-store sniff with friends or one-click ordering from bed.
NEW KIDS ON THE BLOCK: BRANDS EMBRACING THE CHANGE
So who’s getting it right? The best evidence of this generational shift is in the brands winning young consumers’ hearts. From upstart niche lines to bodycare giants, everyone is adapting to the new fragrance mindset:
Kayali (Huda Beauty) – Co-founded by influencer Mona Kattan, Kayali built its line around scent layering and personal expression. Each fragrance (from cult-favorite Vanilla 28 to musky Amber) is designed to be mixed and matched. This resonates strongly with Gen Z’s fragrance wardrobe approach. Kayali hypes its perfumes on social media with tips on layering (e.g. a vanilla + musk combo for a cozy vibe), turning young consumers into budding mixologists. The brand’s positioning is ultra-inclusive and trend-aware, often riding TikTok trends. In fact, Mona herself is a fragrance influencer who demystifies perfumery terms for the masses (source: therobinreport.com)
PHLUR – An indie perfume house reborn via social media. After a 2021 re-launch led by influencer Chriselle Lim, Phlur embraced a digital-first strategy. The brand experienced a viral hit with “Missing Person,” a fragrance that went TikTok-viral for its intimate, nostalgic skin scent, leading to waitlists in the hundreds of thousands. Phlur leans into what Gen Z wants: minimalist chic packaging, a compelling story (each scent has a narrative), and now an expanded range of body mists to capitalize on the layering trend. In fact, Phlur has launched nine hair or body mist products since late 2023 alone (source: glossy.co). By selling $26 travel sprays alongside $96 full sizes, Phlur captures both the aspirational and practical sides of younger consumers. Its success shows how digital buzz and agility (rapidly introducing new formats, responding to reviews) can make an old brand new again for Gen Z.
DedCool – A Los Angeles-based niche brand that has become a Gen-Z fragrance favorite for its fun and unconventional approach. DedCool was founded by a 21-year-old and from the start focused on genderless, vegan fragrances with sustainability baked in. What sets DedCool apart is how it “translates fragrance across mediums” – not just perfumes, but laundry detergent, car air fresheners, and even toilet drops in their signature scents . This playful expansion into everyday products is exactly what young consumers love: making scent a constant, integrated part of life. DedCool also holds itself to high eco-standards (biodegradable formulas, minimal packaging) without shouting about it – for Gen Z, that’s simply expected. With its cool factor and ethos, DedCool caught the attention of Sephora, which now stocks the brand to draw younger shoppers . DedCool’s rise illustrates how authenticity and innovation (plus Instagrammable product concepts) can turn a niche brand into a youth culture hit.
Sol de Janeiro – Best known for its cult-favorite Brazilian Bum Bum Cream scent, Sol de Janeiro effectively bottled Gen Z’s beachy, joyful vibe. Its Cheirosa 62 caramel-pistachio fragrance became a gateway for many younger folks from body care into fine fragrance. The brand’s hair & body mist line (priced ~$25-$38) exploded in popularity, even representing up to 95% market share of the hair/body mist category at one point before competitors piled in (source: glossy.co) . By offering fragrance in playful forms – body sprays, scented body creams, even deodorant – Sol de Janeiro meets young people where they are: at fun, easy-to-use, layerable products that won’t break the bank. The brand also thrives on social proof; countless YouTube and TikTok reviews rave about smelling “like a tropical dessert,” fueling more interest. Sol de Janeiro shows how a strong signature scent, marketed in versatile formats, can create a frenzy among Gen Z/Alpha (and then adapt as the trend grows).
THE NEXT 5 YEARS: A FRAGRANT FORECAST
Given these shifts, what will the fragrance world look like in five years? In a word, personalized. We’re likely to see a continued rise in custom and AI-driven fragrance experiences. Brands are already experimenting with AI tools to recommend scents or even allow customers to virtually “mix” a perfume. Experts predict a boom in hyper-personalization, where AI helps consumers craft bespoke fragrances or find their perfect match (source: cosmeticsdesign.com). Don’t be surprised if major retailers introduce AI scent-finders or quiz-based sampling kits that use algorithms to curate a set of fragrances just for you. The age of one-scent-fits-all marketing is fading; by 2025 and beyond, data-powered personalization will be a baseline expectation.
Wellness and functional fragrances are poised to grow too. As the focus on mood and well-being persists, more scents will be formulated with a purpose: think of perfumes that help you sleep, improve focus, or relieve stress backed by aromatherapy research. These “functional fragrances” blend luxury with wellness – using ingredients like lavender for calm or citrus for energy – to deliver therapeutic benefits alongside pleasing aromas . We’re already seeing luxury candles marketed for meditation and perfumes tied to mindfulness. In five years, expect mainstream perfume lines to tout mood-boosting or calming properties, blurring the line between fine fragrance and aromatherapy. Fragrance is becoming another branch of self-care, and products will position themselves accordingly (source: cosmeticsdesign.com).
We should also look out for new formats and tech. The surge in hair perfumes and body mists is likely here to stay, and other formats may join. Solid perfumes (balm-like fragrances) could see a comeback for their portability and eco-friendliness (no plastic atomizer). Perhaps we’ll see scented wearables or tech-integrated fragrance – devices that allow you to switch scents via an app, or smart diffusers that adjust home fragrance to your mood. While “digital scent” technology (like smelling through your phone) is still experimental, the concept of integrating scent into our tech-driven lives will gain traction. Imagine Zoom meetings with optional scent streams – it sounds fanciful, but the groundwork (expanding “sensory applications of scent beyond traditional retail” ) is being laid now (source: cosmeticsdesign.com).
And finally, brand positioning will need to stay authentic and community-driven. The next wave of fragrance brands will likely be born from TikTok creators, celebrity founders with genuine passion (not just licensing deals), and perhaps community co-creation (letting fans vote on notes or names). We’ve seen early examples of co-creation (Evereden’s Gen Alpha focus groups, Hally Hair’s ambassadors influencing product design ). By 2030, engaging the consumer in the creation process might be a common play to ensure the product resonates. Storytelling and values will remain king: brands that tell a meaningful story (heritage, mission, or founder’s journey) and champion a cause will stand out in a crowded market.
The evolution of the fragrance industry is being fast-tracked by the fresh energy of Gen Z and Gen Alpha. They’ve pushed perfume from a staid luxury product into a vibrant tool for self-expression, wellness, and connection. Brands and retailers that recognize this – embracing digital discovery, diversity of products, and the ethos of the new consumer – are reaping rewards (in sales and cultural relevance).
As we look ahead, the only constant will be change itself: new scents, new tech, new values continually reshaping how we shop for, wear, and relate to fragrance. For an industry built on the intangible allure of a scent, it’s fitting that its future lies in capturing something equally intangible yet powerful – the hearts and minds of a new generation.
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