The most viral perfumes: how social media is transforming the fragrance market

Platforms like TikTok or Instagram, which allow users to express their emotions, experiences and personal style through visual and narrative language, have propelled fragrances such as Tom Ford's Lost Cherry, Maison Francis Kurkdjian's Baccarat Rouge 540 or Giardini di Toscana's Bianco Latte into the spotlight. But what lies behind this virality, and what does it tell us about the future of the market?

Distinctive notes and emerging trends
The most popular perfumes on social media often feature olfactory profiles that align with contemporary preferences. According to a report by The Fragrance Shop, neo-gourmand notes (such as matcha, rice milk, and sesame) and floral-fruity combinations (like cherry, green banana, and rose) are on the rise.
Brand storytelling and immersive experiences
It is crucial for each fragrance to tell a story that emotionally connects with the user. Additionally, brands are leveraging advanced technologies to enhance the shopping experience. For instance, Gucci has used augmented reality on Snapchat to allow users to virtually try on perfumes. Puig developed ScentXP, a platform offering digital solutions like a fragrance library and an AI-powered recommender to personalise the experience and help customers discover perfumes that match their preferences.
The role of TikTok and viral hashtags
Beyond the classic #perfumeTok, hashtags like #smellmaxing and #beastmode have popularized intense, and long-lasting fragrances. These trends also introduce concepts like layering culture, suggesting the best combinations to amplify scent intensity. Given TikTok's dominant demographic of 18-25-year-olds, the content primarily targets a young audience eager to stand out and express their individuality.

Aligned with the desire for authenticity and exclusivity, the niche fragrance market has seen unprecedented growth. Brands such as Amouage with Guidance and Creed with Aventus have captivated a young, discerning audience. At the same time, classics like Dior and Rabanne remain at the forefront of popularity, thanks to campaigns blending tradition and innovation, such as Dior's collaboration with Rihanna.
Social media's impact: key insights
- The global fragrance market is projected to reach $85.7 billion by 2032, with an annual growth of 5%.
- In the United States, accessible brands like Sol de Janeiro dominate social mentions. However, the most desirable perfumes often come with hefty price tags, prompting users to share affordable alternatives within their communities.
- Despite digital visibility, 63% of fragrance sales still occur in physical stores, reinforcing the importance of multisensory experiences to complement online presence.

Conceived in 2014 by Maison Francis Kurkdjian to commemorate Baccarat's 250th anniversary, this fragrance has transcended niche status to become a cultural icon. Addictive and enveloping, it blends the ethereal sweetness of ethyl maltol with the warm, woody touch of ambroxan. Its high price and uniqueness have reinforced its aspirational status, while its intense, long-lasting trail makes it a symbol of modern luxury.

Though launched by Tom Ford in 2018, Lost Cherry experienced a resurgence between 2023 and 2024 thanks to social media. Its blend of black cherry, bitter almond, jasmine sambac, and tonka bean creates a sweet, sensual, sophisticated, and intoxicating composition. This overwhelming success inspired the brand to release two variations: Electric Cherry, slightly fresher and more vibrant, and Cherry Smoke, darker, smokier, and more seductive.
Following its lead, other compositions have embraced cherry as a star ingredient, such as Lovefest Burning Cherry 48 by Kayali, Cherry Oud by Guerlain, Cherry Cherry Cherry by Mancera and Whipped Cherry by Clean.

Inspired by pistachio ice cream, Kayali's creation has become a must-have for gourmand fragrance enthusiasts. Combining pistachio, sweet rum, marshmallow, vanilla, and sandalwood, it has gained a dedicated fanbase and critics alike. This composition emerges at a time when pistachio enjoys peak popularity, evident in other successful fragrances like D.S & Durga's Pistachio and Sol de Janeiro's Brazilian Crash Cheirosa 62.

Created by the Italian house Giardini di Toscana, Bianco Latte exemplifies the rise of gourmand in niche perfumery. Featuring salted caramel, vanilla, coumarin, and white musk, it evokes a comforting, delectable pastry. Its fame skyrocketed thanks to influencers who claim to receive endless compliments while wearing it. Bianco Latte reflects the growing trend of smelling "edible", particularly popular among Gen Z and younger millennials.

Since its debut in 2008, Rabanne's One Million has been a global success. In 2024, its latest iteration, Million Gold, continues this legacy with a warmer, spicier twist through notes of cardamom, honey, and cedarwood. The new scent retains the bold spirit of the line while adapting to contemporary trends, making it a favourite among fragrance enthusiasts and those seeking long-lasting scents.