Gone are the days of sticking to just one signature scent—2025 is all about fragrance wardrobes, and Gen Z is leading the charge. Perfume has...
18 March 2025Gone are the days of sticking to just one signature scent—2025 is all about fragrance wardrobes, and Gen Z is leading the charge. Perfume has become more than just a finishing touch; it’s an intrinsic form of self-expression, as personal as the clothes you wear or the music you listen to.
“Perfume is no longer just about simply smelling good or a luxury; it’s become a powerful tool for self-expression, a way to reclaim individuality, with new generations seeking out scents that match their mood, personality and even their outfits,” explains our perfume expert, Aude Asklöv.
This year’s biggest fragrance trends—think reinvented florals, unexpected gourmands, and niche artisanal perfumes—prove that scent is as much of an outward statement as your favourite accessory, expressing the ‘extended self’, your vibe and your IRL aspirations more than ever before. And fragrance layering is fast becoming the go-to technique for creating a scent that’s uniquely yours. Whether it’s mixing a bold, spicy oud with a soft vanilla or blending fresh citrus with a musky undertone, perfume is officially the ultimate accessory for self-expression.
So, what’s trending? Here’s what you need to know about what’s hot (and what’s not) in the world of fragrance right now…
Florals are back, but not as you know them! This year’s blends mix traditional blooms with smoky woods, warm spices, and even leather for an ultra-modern twist. Expect to see fragrances from Gucci and Marc Jacobs leading the charge, each infusing florals with deep, unexpected layers that redefine femininity with a bold, unisex appeal. And layer, layer, layer for greater experimentation with your floral favourites.
From crisp pine forests to salty sea breezes; fresh, earthy fragrances are the perfect pick for those who want their perfume to feel as refreshing as a country escape or comforting like the grounding elements of nature. Patchouli, an earthy, spicy, and a little musky, note adds depth and warmth to fragrances and is becoming a sought-after essence, along with the more familiar notes of forest-inspired Cedarwood and Sandalwood.
Sweet gourmand scents have had a glow-up! Say hello to rich cocoa, roasted nuts, and spiced honey—the kind of comforting, edible aromas that make you feel instantly cosy. Rich and incredibly versatile vanilla is one of the most searched for fragrance types. And it’s still a hugely popular ‘base’ for 2025, playing equally well with spicy, woody, and floral notes. These trending ‘good enough to eat’ perfumes are becoming a key part of our fragrance wardrobes—and are all about indulgence, comfort and giving us a sense of nostalgia in a bottle.
Think you know musk, amber, and citrus? Think again! Perfume houses are shaking things up with unexpected ingredient pairings, making classic notes feel brand new. Fragrance in 2025 is all about aesthetic curation and emotional storytelling – so perfume choice is about hyper-personalisation and reinventing nostalgia with a new vibe. We’re taking classics and making them unique.
These products are increasing in popularity because they tap into the science of attraction, confidence and mood enhancement trends. Pheromones are naturally occurring chemicals that influence social and romantic interactions. Beyond attraction, pheromone perfumes are also marketed as mood enhancers. Some formulas claim to help wearers feel more self-assured, relaxed, or even subtly more charismatic in social situations, increasing personal magnetism.
Fragrance is increasingly moving away from traditional gender labels – and searches for unisex fragrances have increased exponentially in 2025. The idea that floral scents are for women and woody or musky notes are for men is fading, with brands focusing on unisex compositions that appeal to personality and preference rather than gender. This shift reflects broader changes in fashion, beauty, and self-expression, where rigid gender norms are becoming outdated. While the industry moves toward inclusivity, gendered categories still help shoppers navigate vast selections. But the future of fragrance is personal, fluid, and entirely about self-expression.
Fragrance is more than just a scent for self-expression — it can also be a powerful tool for well-being. Mood-boosting scents can bring emotional balance and positivity. An invigorating morning spritz of bergamot can work wonders in uplifting your spirits and a soothing spray of lavender, chamomile, or sandalwood in the evening is ideal for promoting feelings of calm and relaxation. “The link between scent and emotions is deeply rooted in the limbic system, which regulates our moods, emotions, and memory,” says Aude. Fragrances that contain zesty citrus notes like grapefruit and lemon are naturally energising, while soft florals like jasmine and ylang-ylang help reduce stress and promote relaxation. Vanilla is a go-to note for creating a sense of calm, and rosemary is linked to improved focus and mental clarity.”
2025 is all about choosing scents that tell a story, create a mood, and set you apart from the crowd - making scent all about personal taste rather than stereotypes.
“Fragrance is more than just a scent,” explains Aude. “It’s language of identity, memory and emotion. Perfume reflects the wearer’s essence and aspirations, making it a powerful medium of self-expression.”
Whether you’re looking for something bold, fresh, or completely unexpected, use Aude’s advice to upgrade your scent game during National Fragrance Week.
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Mood Boosting Perfumes, Fragrances and Aftershaves
