As a response, brands like Dior, Orebella, and more have incorporated formulas that are alcohol-free or include nourishing ingredients like jojoba and shea oil. “These skin care elements—such as hydrating or soothing ingredients—can often be incorporated into formulas without disrupting the integrity of the fragrance,” explains Voelkl. “This dual-purpose approach is especially popular in the mist category, where wellness and beauty meet.”
Food-Based Notes
Edible notes have been all over the fragrance space lately (pistachio, vanilla, honey, and so much more), but this year they are taking on a new form. “While vanilla has long been a staple, our perfumers are exploring more nuanced directions—such as milks (including heavy cream), seeds, and nut accords,” says Voelkl.
This doesn’t come as a big surprise as we’ve been leaning so much into these mouthwatering notes. In fact, it seems perfume is going to take the food-inspired fragrances even a step further: “We’re also moving into savory territory with notes like butter, truffle, and olive. Some of these notes are already on the perfumer palette (like coffee or carrot), while others are brought to life through DSM-Firmenich’s proprietary Smell the Taste and NaturePrint technologies, designed to evoke realistic textures and sensations,” adds Voelkl.
Light and Airy
On the heels of a gourmand-heavy year, things may be shifting the other direction, especially for the warm weather of spring and summer. “Consumers are gravitating toward light, crisp, and airy scents that evoke playfulness and optimism,” says Voelkl.
And fragrance lovers are keeping things light and airy in more ways than one: Hair and body mists have taken a strong hold this year so far. “This shift is also influencing format preference,” says Voelkl. “For example, fragrance mists, with their lower concentration and easy-breezy application, are booming. We anticipate this trend continuing strongly through summer 2025 and beyond.”
Voelkl isn’t the only one noticing the change: “We’re seeing a significant rise in innovation across scent formats,” adds Befve. “Allover hair and body mists continue to thrive, offering a versatile and impactful way to wear fragrance.”
Sweet Strawberry
Last year, it was all about cherries: cherry fragrance, cherry fashion, cherry everything. This year we’re seeing the next evolution of fruitiness: strawberry.
“The rise of strawberry as a fragrance hero is emblematic of a broader, Gen Alpha-driven trend toward unfiltered, literal olfactive experiences,” says Befve. “This new generation embraces scent profiles that are bold, recognizable, and emotionally resonant—fragrances that smell exactly like what they claim to be, without layers of abstraction or subtlety.”
Strawberry, in particular, has emerged as a standout note, he finds. It’s “universally nostalgic, instantly joyful, and powerfully tied to youth culture,” Befve says. From Strawberry Shortcake dolls to snacking on endless strawberries as a child, it’s no wonder it brings back such fond memories. “Its playful, juicy character taps into a collective memory of candy, ice cream, cereal, and slushies, offering a sensory shortcut to carefree moments and seasonal fun,” he adds.
What’s more, the strawberry trend “speaks to a larger shift in consumer behavior: a desire for fragrance that is emotionally evocative, socially shareable, and above all, easy to love,” explains Befve.
The Premium Perfume Experience
People are hoping to get more out of their fragrances than ever before. It’s not just about getting the “you smell amazing” compliment from a friend or stranger on the street (though don’t get us wrong, we still love that); it’s also about creating an experience, standing out, and using new and innovative ingredients. Call it a side effect of the pandemic after being cooped up inside for months.