Study
Understanding Olfactory Trends for 2025
Based on over 32,000 reviews and comments analyzed from 39 new fragrances launched in 2024, Sensia deciphers the impact of emerging olfactory trends...
Sensia's groundbreaking study deciphers the olfactory trends for 2025. Combining e-commerce analyses with observations from TikTok and Instagram, it unveils key insights that are shaping the future of perfumery.
Based on over 32,000 reviews and comments analyzed concerning 41 new perfumes launched in 2024, Sensia's study decodes the impact of new olfactory trends and reveals the most popular perfumes across five major categories: Clean Note, Solar Note, Pink Pepper, Atypical Notes, and Oud.
It marks a major advancement in the analysis of olfactory preferences: for the first time, consumer reviews from e-commerce platforms are combined with emerging trends detected on TikTok and Instagram.
Here is an overview of the major trends in perfumery by key olfactory trend.
🌿 Clean Note – Purity and Freshness for Well-Being
Clean Note perfumes embody the sensation of freshly washed linens, a gentle breeze, or a delicate musky veil on the skin. Combining aldehydes, white musks, and airy floral notes, they represent a quest for purity and olfactory simplicity. Beneath their apparent subtlety, these fragrances reveal a sophisticated sensory dimension, meeting the expectations of an audience seeking well-being and understated elegance.
🔍 Why are consumers drawn to this trend?
- A quest for cleanliness and naturalness – Minimalistic compositions that blend seamlessly into daily life.
- A strong emotional connection – These perfumes evoke comfort and serenity, creating a modern olfactory cocoon.
- Timeless and versatile – Perfect for any occasion, these scents offer a lasting impression of freshness and softness.
👥 Who are the fans of Clean Note perfumes?
| Consumer Profile | Key Characteristics |
|---|---|
| Eco-conscious Millennials | Favor natural, responsible compositions with ethical ingredients and minimalist packaging. |
| Discreet luxury lovers | Prefer sophisticated, timeless scents where cleanliness and subtlety symbolize elegance. |
| Pragmatic users | Seek versatile fragrances that complement all aspects of daily life without being overpowering. |
| Sensory experience seekers | Explore innovative scents that balance purity with olfactory refinement. |
| Clean beauty advocates | Prefer transparent, allergen-free formulations that prioritize skin-friendliness. |
🌟 Iconic brands and fragrances
Chanel Gabrielle L’Eau, BDK Parfums 312 Saint-Honoré, Marc-Antoine Barrois Tilia, Lancôme Absolue 1001 Roses, Charlotte Tilbury Calm Bliss—each embody this trend, with fresh and airy compositions that reviewers describe as “clean skin” or “olfactory cocoons.”
☀️ Solar Note – A Sensory Escape
The Solar Note trend captures sunshine, vacations, and sun-kissed skin. Featuring solar and floral accords, often with benzyl salicylate notes reminiscent of Ambre Solaire, these perfumes bring warmth and comfort.
🔍 Why are consumers drawn to this trend?
- A growing need for escape and well-being – Scents that evoke carefree moments by the sea.
- Emotional boost – These fragrances comfort, revive happy memories, and bring a touch of relaxed luxury to daily life.
- A balance of floral radiance and warm, gourmand touches – Combining ylang-ylang, jasmine, mimosa, coconut, vanilla, and benzoin.
👥 Who are the fans of Solar Note perfumes?
This trend particularly appeals to:
| Consumer Profile | Key Characteristics |
|---|---|
| Luxury fragrance enthusiasts | Seek exclusive, sophisticated scents with a lasting, distinctive signature. |
| Eco-responsible Millennials | Favor natural ingredients and sustainable packaging. |
| Everyday elegance seekers | Need wearable perfumes for active urban life. |
| Olfactory explorers | Love discovering new sensory experiences. |
| Classic perfume nostalgics | Prefer comforting fragrances that evoke summer and serenity. |
🌟 Iconic brands and fragrances
Kilian Paris Sunkissed Goddess, Charlotte Tilbury Joyphoria—celebrated for their warm, sunlit compositions, transporting wearers to luxurious summer escapes.
🔥 Pink Pepper – Spicy and Sensual Energy
Pink Pepper infuses bold energy into modern fragrances, balancing spicy intensity with floral softness.
🔍 Why are consumers drawn to this trend?
- A perfect balance of strength and refinement – Spicy yet slightly sweet and floral.
- An evolving fragrance – Blends beautifully with oriental and woody notes, creating a sophisticated sillage.
- Versatile and dynamic – Suitable for both everyday wear and special occasions.
👥 Who are the fans of Pink Pepper perfumes?
| Consumer Profile | Key Characteristics |
|---|---|
| Luxury fragrance enthusiasts | Seek long-lasting, elegant compositions. |
| Eco-conscious Millennials | Favor natural formulas and eco-designed packaging. |
| Trendsetters and fashionistas | Love bold packaging and innovative scents. |
| Sensitive skin consumers | Prefer gentle, well-balanced formulas. |
🌟 Iconic brands and fragrances
Rabanne Fame Intense, Hugo Boss The Scent Elixir, Charlotte Tilbury Cosmic Power—blending pink pepper with incense and oriental notes.
🎭 Atypical Accords – When Perfumery Dares to Be Different
Atypical Accords stand out with bold olfactory compositions featuring unexpected gourmand notes like hazelnut, puffed rice, or madeleine.
🔍 Why are consumers drawn to this trend?
- Surprise and nostalgia – These scents evoke familiar yet unexpected memories.
- Distinctive, avant-garde identity – A departure from classic floral and fruity perfumes.
👥 Who are the fans of Atypical Accord perfumes?
| Consumer Profile | Key Characteristics |
|---|---|
| Gourmand fragrance lovers | Love warm, dessert-like scents. |
| Olfactory explorers | Seek unusual, innovative compositions. |
| Traditionalists | Appreciate modern twists on classic gourmand scents. |
🌟 Iconic brands and fragrances
Maison Margiela Afternoon Delight, Fomowa Paris Red Keela Split, Obvious Parfums Frida’s Thorns—innovative scents blending sweet, spicy, and woody elements.
🖤 Oud Note – Power and Mystery of the Orient
Oud is a rare, luxurious ingredient that embodies refinement and intensity.
🔍 Why are consumers drawn to this trend?
- A striking, powerful signature – Long-lasting and highly distinctive.
- A symbol of luxury – Associated with prestige and exclusivity.
- A complex and evolving fragrance – Blends woody, resinous, and floral elements.
👥 Who are the fans of Oud perfumes?
| Consumer Profile | Key Characteristics |
|---|---|
| Sophisticated connoisseurs | Love deep, woody compositions. |
| Luxury enthusiasts | Seek high-end, prestige fragrances. |
| Olfactory explorers | Enjoy unexpected Oud blends. |
🌟 Iconic brands and fragrances
Givenchy Fantasque, Initio Oud for Greatness Neo, Charlotte Tilbury More Sex, Love Frequency, BDK Parfums Rouge Smoking Extrait—showcasing rich and opulent Oud compositions.
Discover More
Sensia’s in-depth fragrance study provides even more insights into consumer preferences and emerging trends.
Request access to the full report here.