As we continue to look forward to next year, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 20 fragrance brand founders and executives the following questions: What fragrance trends do you think will rise in 2024? What fragrance trends do you think will be over in 2024?
-
WONNY LEE Co-Founder and CEO, Elorea Consumer Trends Rising: Molecular technology and synthetic fragrances are poised to take center stage, addressing the excessive reliance on natural ingredients. This shift is overdue as numerous rare materials prove unsustainable. It's crucial for consumers to recognize that, in this context, natural does not necessarily equate to superiority.
Business Trends Rising: On the investment front, a select few brands are poised to secure capital from strategic partners to sustain and propel their growth. We should continue to see a lot of activity in this area due to the more bullish outlook in the markets and economy.
Consumer Trends Ending: As the gen Zers get older, there may be a move away from generic unisex, clean and sustainable marketing. This generation has a higher level of expectation from brands, and it'll be much less talk and more acting. Consumers may look for more nuanced approaches that consider diverse preferences and identities. On this same topic of gen Z, I expect to see mega-size bottles (100 milliliters or more) slowly fade away as customers opt for more variety versus signature.
Business Trends Ending: I anticipate a decline in the emergence of new brands due to heightened regulations, escalating costs, minimum requirements and a shortage of manufacturing partners supporting small businesses universally. Unfortunately, many establishments in the perfume industry still prioritize volume, making it challenging for smaller brands without the requisite flexibility and resources to thrive. Consequently, a natural slowdown in the introduction of new brands is expected.
- Ashlee Posner Founder, State of Change and Lucent Labs
Trends To Grow:
Transparent Fragrance Formulation: With MOCRA and the changing landscape, I think more brands are going to plan ahead in their roadmap for growth and invest in owning their fragrance IP in order to minimize challenges as they launch in new countries, see more regulatory changes and see retail guidelines change.
Cultural Inclusivity: With a dramatic increase in indie brands and more diverse founder stories, I think we will see more creativity in formulation and expanded ranges of scents catering to a broader spectrum of cultural influences.
Scent As A Sales Driver: Scent serves as a powerful sales driver for CPG products beyond fine fragrance, creating an emotional connection. We will see new limited SKUs and ingredient stories, which will enhance the consumer experience across categories. This also helps brands expand categories, which we are already seeing with increased inbound about body and hair care.
Trends To Decline:
Scare Tactics: With a shift towards empowering narrative, I think we will see a shift away from fear-based marketing strategies and instead see a focus on uplifting, transparent messaging.
Unsubstantiated Product Statements: Gen Z and gen A’s thorough research of products emphasizes the importance of credibility and verifiable information. Hopefully this means fewer blanket statements about formulations and packaging and more proof points.
- Ashley Boyce Co-Founder and CMO, Noteworthy
We anticipate a surge in the popularity of honey as an ingredient for a few reasons. Based on our consumer data, we continue to see a growing preference for gourmand scents, and honey fits really nicely into that beautiful, sweet fragrance category.
Throughout 2023, several brands entered this aromatic space, and we believe it’s going to continue. We’ve also seen a heightened global consciousness around bees as a potentially endangered category, and because of this, there’s more awareness and attention in the space.
Another trend we’ve seen on the rise is aquatic fragrances. From our internal quiz data, we’ve seen this as a space desired among both men and women, and we believe it’s currently underserviced, so I’d expect that we’d start to see a wave of new entries from brands who are looking for new and different fragrance directions to offer to their consumers
In terms of declining trends, we expect a decrease in fragrances that are targeted at a specific gender or define themselves as “masculine” or “feminine.” People don’t think about fragrances like that anymore, it’s all about what each individual likes. It’s part of why we launched our line as genderless, acknowledging people are more open to experimenting with wider olfactive worlds than ever before.
- Keta Burke-Williams Co-Founder and CEO, Ourside
I think fragrance in 2024 will be all about future nostalgia. This year we saw especially through fragrance TikTok the power of suggestion, but we also saw the development of the fragrance wardrobe. I expect that we will continue to embrace new scents that have a nod to nostalgia.
With all the new technology and notes, we will still see people reaching for and embracing fragrances that make them feel good, confident and like themselves, but I'm excited to see sub-trends emerge that explore darker emotions, that look to incorporate gourmand or edible notes in unusual ways and, of course, to see more diversity on shelf in terms of who is behind the scents and the brands.
- JUDAH ABRAHAM Founder and CEO, Slate Brands and Insanely Clean
Personalization has been a strong trend in the fragrance category over the past few years, and it is likely to have slower growth in 2024 unless brands are very honed in on the “why” since it isn’t as much of a necessity as opposed to other categories like hair and skin.
Ultimately, fragrance is a luxury product, and consumers expect a certain level of artistry from perfumers. While it can be fun to have an experience of customizing and creating one’s own scent, having the artistry of master perfumers behind a scent can’t easily replicated at mass. In terms of fragrance craftsmanship, this is something we expect to see more of in the coming year.
Overall, we expect to see a continuation of many trends from this past year. Social trends and vitality will drive awareness and storytelling around new brands/scents and some continued distrust in influencers overproducing content.
Fragrance dupes will continue to be popular, especially with a rise in quality Middle Eastern dupe brands over the past year catering to younger consumers looking to test new scents before spending excessively on every scent in their wardrobe as they are seeing the value of having a wider variety of scents to mix and match.
We also anticipate this trend to translate on the B2B and manufacturing side, with more companies specializing in smaller fragrance sizes, with 30 milliliters to 50 milliliters becoming more standard sizing. Additionally, more brands will likely continue offering sample sizes, gift sets, ancillary products/home and other combination offerings.
- Lori Singer President, Parlux Ltd.
Talent- and founder-led fragrances continue to exert their influence as a driving force in the fragrance industry. Brands like Billie Eilish Fragrances, Paris Hilton Fragrance and Better World Fragrance House (BWFH) exemplify this. Paris Hilton, celebrating the 20th anniversary of her fragrance line, is launching her 30th scent in fall 2024, marking a substantial milestone for both Paris and Parlux Ltd.
The allure of celebrity culture remains a powerful influencer, steering consumer behavior and driving trends. Behind the scenes, the involvement of celebrity partners like Billie, Paris and Drake in the product development process underscores the shift towards authenticity and genuine connections.
Their active participation ensures that every aspect, from the fragrance itself to the marketing campaigns, resonates authentically with their devoted fan base. This level of engagement creates an intimate connection, compelling fans to embrace the fragrance as an extension of their admired celebrity’s persona.
Yet, as the industry evolves, the idea of authenticity extends beyond celebrity endorsements. Consumer-centric approaches are gaining prominence, with brands tailoring strategies to align with consumer preferences.
Paris Hilton Fragrances, traditionally successful in brick-and-mortar stores among a specific demographic, are now reaching a new generation through platforms like TikTok. We're collaborating with TikTok Shops for a holiday campaign, exploring its potential to boost online conversions among this emerging audience, now familiar with Paris from "The Simple Life’s 20th Anniversary."
At the same time, brands like Billie Eilish Fragrances and BWFH embrace a digital-first approach, engaging consumers directly through their online platforms launching on DTC first and then rolling out to exclusive retail partner Ulta. Understanding these preferences and adapting marketing and distribution channels accordingly is crucial to brand success.
2023 fragrance trends included bolder scents, scentscaping and vanilla, all of which I do not foresee ending anytime soon. Vanilla, particularly prominent as the top note in Eilish, has steadily gained momentum, evolving into a timeless classic fragrance. We expect that rich, plush berries and cherries, opulent spices and gender-blurring scents will continue to trend throughout 2024.
Looking ahead, the emotional power of fragrance will continue to play a pivotal role in how consumers engage with scent both personally and in their homes. Moments of significance in talent/founders’ lives will be strategically integrated into fragrance launches, enriching the storytelling and fostering deeper connections. Authenticity, personalization and an unwavering commitment to the consumer experience will undoubtedly shape the fragrance trends of 2024 and beyond.
- Bee Shapiro Founder, Ellis Brooklyn
Fruity fragrances are such a thing right now, and I love all the novel formulas. I personally love fruity scents that touch on nostalgia, but also feel very modern and now.
I think santal-focused scents are waning. For woody-type scent lovers, I see smoother woody blends maybe with more sweetness or pronounced amber.
The santals of the last 10 years were very elevated yoga studio. This kind of santal has had a reign for such a long time that they now feel like a certain era.
- Nimotalai Ganiyu Founder and CEO, Ganiyu
I see the continued rise of sustainability in the fragrance industry with a focus on recyclable packaging and refillable options as well as a focus on wellness and mood-boosting properties.
Another trend I see rising, which is something that we have done with our first fragrance, Onto You, is "second-skin" scents, which are fragrances that stay close to the skin providing a more personal and subtle scent experience.
For the last few years since the start of the pandemic, consumers have gravitated towards "cozy" scents such as gourmand, woody and amber notes. I think consumers still enjoy these scents for home fragrances, but are becoming more attracted to scents that align with their lifestyle.
Whether being in nature, traveling or attending events, attention-attracting notes such as tuberouse, peppercorns and leather, to name a few, are replacing the more formal scents.
- VICKEN ARSLANIAN Founder and President, Europerfumes and Commodity
Fading Trend: The “your-skin-but-better” fragrances will continue to sell well, but will lose their novelty in 2024 because “beast mode” continues to dominate.
Rising Trend: An undeniable trend is how Arabian fragrances have taken over TikTok evidenced by eight of them occupying the top 20 positions on Amazon in the eau de parfum category.
The most interesting part of the Arabian fragrance trend is that they don’t actually smell that much like the historic Arabian fragrances, so I’m not sure why they’re so appealing. I think it’s because they last an incredibly long time on skin and are very affordable.
- Greta Fitz Founder, Ascention Parfums
I foresee the fragrance category continuing to grow and thrive in 2024. The celebrity fragrance category will continue to grow as well as indie/niche perfume brands.
With the growth of AI, we will see more AI-generated perfume concepts and advertising. We will also see more brands like mine, Ascention, focusing on wellness and functional perfume with more of a spiritual, mystical benefit angle rooted in more feel-good and purpose-driven concepts that are already transparent, sustainable, clean, vegan and cruelty-free.
Building and marketing a new brand solely as “clean” or “transparent” will not stand as a core feature and benefit as this is now expected. Also, with the rise of consumer education on platforms such as TikTok, I see fearmongering of clean beauty going away to make room for more education behind safe synthetics and how that’s tied to sustainability in ingredient sourcing. This is one of our goals at Ascention, and I’d love to see more of a collective movement towards consumer education.
- COURTNEY SOMER Founder and CEO, Lake & Skye
Consumers want the opportunity to bring their favorite scent into every area of their lifestyle, outside of the traditional ritual of fragrance oil or eau de parfum. Fragrance as the “last thing you do” before you go out the door is a thought of the past.
Fragrance is part of the routine from sunrise to sunset and beyond. This opens the door for like-minded founders and experts in their respective field to partner which is exciting to see.
This trend has been on its way out for years, but the idea that a fragrance is gender specific is an idea of the past.
- Brianna Arps Founder and CEO, Moodeaux
Fragrance is blossoming, and I love it! What once was seen as an ancillary category adjacent to fashion has since transformed into a frontrunner within both mass and prestige beauty.
I foresee 2024 will bring even more growth with an emergence of new indie labels as well as bold product launches that reflect the modern consumers’ interests.
Traditionalism is boring. People are seeking fresh takes on stale classics, experimental juices with distinct personality ideated by approachable, transparent, value-driven brands, especially generation Z. Decadent gourmands stole the show in 2023. My best prediction is elevated solars or florals are up next.
- Barb Stegemann Founder and CEO, The 7 Virtues
Long-lasting perfumes are all people want. I am asked all the time in the store, "How long does it last?" We double our fragrance oils in our perfumes for that reason in the clean space, and although we know they last 10 hours, we are doing full testing on each one as our new Cherry Ambition is lasting even longer.
Clean will remain important, but it won't be the highlight. It will be assumed. Clients don't want their perfume to be "clinical," they simply want a perfume that lasts and one that they get compliments on. That's why we wear perfume.
Bespoke is something we are hearing a lot about. Clients want to design their own perfumes. You see TikToks holding up perfumes showing why they go together.
- Andrea Lisbona Founder and CEO, Touchland
In 2024, I anticipate a surge in the popularity of gourmand fragrances. This trend aligns with evolving consumer preferences for experiential and comforting scents.
Gourmand fragrances, reminiscent of delicious and indulgent notes, tap into the emotional connection consumers seek in their olfactory experiences. From vanilla and caramel to chocolate and fruity accords, these scents provide a sensorial journey, offering a unique and memorable fragrance encounter.
On the flip side, the trend of fragrances singularly centered around one note (mono fragrances) may experience a decline. Consumer preferences are evolving towards more intricate and dynamic scent profiles.
Fragrances with well-defined top, heart and base notes allow for a multi-layered experience, contributing to a more nuanced and sophisticated olfactory journey. Consumers are increasingly drawn to fragrances that tell a story, express personality and evoke diverse emotions.
- BAYLEE RELF Co-Founder and Master Aesthetician, Dime
We are excited about the emphasis on cleaner, less harsh alcohols and low allergenic fragrance profiles at Dime. We believe this category will be on the rise.
A better-for-your-skin approach is in our brand DNA and will continue to be at the forefront of our fragrance offering. Another trend we love at Dime is fragrance layering.
Brands that use harsh chemicals and alcohols, along with high-allergenic fragrances, need to be trending out, in our humble opinion!
- Ariana Silvestro Founder, Scent Lab
As we all know, 2023 was a big year for fragrance, and gen Z fragrance consumption has been fueling a ton of growth for the category. In 2024, they will continue to be trendsetters for the category.
I think emphasis on price and quality will be at the forefront. Customers will be looking to see how they can get high-quality, clean scents for less.
Niche, one-of-a-kind fragrances will also be a big trend. Consumers are looking to scents that represent who they are and how they feel in 2024. I expect it to be taken even further and that customers will actively seek out ways they can get scents that are totally customized and unique to them, something no one else has.
Although I think price and quality will be at the forefront, I think the excitement around fragrance dupes will fade. It goes hand in hand with the idea that customization will be a big trend. Although customers want democratization, I believe they will stop seeking dupes and instead seek something unique that's also affordable.
- Anna Weatherlake Co-Founder, Váhy
Therapy In A Bottle/Functional Fragrance: The aromatherapy aspect of fragrance notes hasn’t been at the forefront historically. However, with more focus than ever before on mood and mental health, we think the functionality of fragrance is going to be a big trend in 2024.
Picking beautiful organic natural notes that provide aromatherapy benefits will be important. For example, citrus notes to uplift and inspire, sandalwood to calm and release anxiety.
Dupes: We think the dupe culture is dying off. Just like you don’t want to be spotted sporting fake designer wear, we think that fragrance dupes are on their way out as people don’t want to smell like a cheaper version of something original.
We also think that people are now more than ever wanting to smell unique and head turning, not just like everyone else in mass made scents. We love how people are now layering their scents to create blends that are truly unique to them, so creative and some of the combinations are truly stunning.
- KATE MACDONALD Co-Founder, Váhy
Ingredient Transparency And Authenticity: In every other area of beauty people are demanding to know what they put in and on their bodies so they can ensure it is only the highest quality ingredients and no known harmful chemicals. We see this trend continuing to grow and to spread into fragrance.
Under labeling laws, brands can currently use terms like “fragrance” that have no defined meaning and can shield thousands of different chemicals. However, just because they can hide their ingredients doesn’t mean ethically they should. We think that the public will the force the long overdue change by putting social pressure on these big companies to disclose what’s actually in their products.
It’s already starting to happen, and we’re so excited for this change! We think it’ll prompt a lot of big fragrance houses to finally stop using ingredients associated with harmful health outcomes and be a huge step forward for public health and wellness.
Sustainable Sourcing: This ties into ingredient transparency, but we think 2024 will have an increased focus on ensuring ingredients are sourced sustainably from certified, traceable sources. Innovative sourcing will be absolutely key like our orange oil, which is sourced from upcycled orange peel from the organic orange juice trade creating a zero-waste environment.
We think that people will lean into these sustainable raw ingredients over their lab-made petrochemical counterparts. We also think that all aspects of packaging will be focused on from a sustainability perspective with a big push towards plastic neutrality.
Greenwashing: With all the big class actions against greenwashing in the past year, we think that retailers are now taking a close look at “clean” claims. Customers and retailers alike are becoming more savvy and asking questions behind claims of “clean” or “natural” formulations. They want to know the actual makeup of the formulations, and there are a plethora of apps now that can help by scanning products and advising if they are actually clean.
- Cristina Bagozzi Founder, Emmotiv
The most impactful trend I continue to see rising is the intersection of fragrance and wellness. Scent has always had the ability to elevate our mood, but only recently have we seen a broader interest in this space beyond the traditional categories of aromatherapy and home fragrance.
That being said, most people are craving experiences that are both mood-elevating and luxurious, making the fine fragrance/perfume category an interesting area to explore as it offers a more indulgent, layered olfactive experience.
A complementary trend is around reintroducing personal fragrance to lapsed users who once wore perfume, but gave it up for various reasons (sensitivity, concern for toxic ingredients, lack of ingredient transparency, overly strong olfactive projection, etc.). I expect to see more innovation in this space at the product/formula level (hypoallergenic tested formulas, offering ingredient transparency, formulating scents that stay closer to the skin and so on) as we head into 2024.
In terms of declining trends, it's tough to answer this definitively because the space continues to be highly fragmented when it comes to positioning. For example, there will always be a demand for niche luxury perfumes, fashion-forward positioning and edgy, provocative storytelling. However, that area of the market appears quite saturated and may perhaps see softer growth as consumers' relationship with fragrance continues to evolve.
- Jean Madar CEO and Chair, InterParfums
Changing Consumer Preference: As gen Z matures, their tastes are reshaping the fragrance market. We're moving beyond generic, one-size-fits-all approaches to embrace more personalized and nuanced fragrances that reflect diverse preferences and identities.
Investment Trends: Our recent financial successes reflect a robust market outlook. We're strategically investing in growth and innovation, aligning with the industry trend where select brands are securing capital to sustain and propel their growth.
Business Mode: InterParfums is dedicated to providing tailored attention to each of our fragrance licenses. This personalized approach ensures that every brand we collaborate with benefits from a unique strategy that resonates with their specific audience and heritage, enhancing the overall impact and success of each fragrance line.
InterParfums is at the forefront of embracing cultural inclusivity in fragrance formulation. Our diverse range of scents is a testament to our commitment to catering to a broad spectrum of cultural influences and preferences.
If you have a question you’d like Beauty Independent to ask beauty entrepreneurs and executives, please send it to editor@beautyindependent.com.
