When it comes to the perfume trends that 2024 has in store for us, we've seen the return of the signature Y2K hero, gourmand, after benching it throughout the 2010s. We're getting smarter about how we shop (especially when it comes to cost per wear) and we're calling for fragrances that resonate with us on a personal, individual level. Here's all the fragrance trends to watch out for over the next year, according to the experts…
Modern gourmand
Gourmands are back big time after being benched for citruses and florals in recent years. Now, we want comforting, edible scents that offer the nostalgia we so deeply crave. Not only are gourmands consoling, but they're also heavy on the Y2K vibes that have been headlining across fashion and beauty. “Gourmand fragrances, inspired by sweet treats and using notes like vanilla, caramel and luscious fruits, continue to be incredibly popular, with global sales expected to grow [by] 3.8% from 2023 to 2033,” reveals Lisa Payne, head of beauty at Stylus.
“I think we will see far more edible ingredient-focused fragrances, by that I mean notes such as vanilla and cherry,” concurs Francesca Whitehead, senior buyer at Look Fantastic. “We have seen more and more customers searching for note-based scents in 2023 and predict this will continue into 2024 too,” she adds. But to keep it current, gourmand is getting a modern makeover. “In 2024 this category will evolve, becoming more sophisticated with an increasing number of savoury gourmand ingredients like rice, milk and sour notes to appeal to sweet tooths and older consumers who grew up with gourmand fragrances in the ‘80s and ’90s,” she says. A great example of this is Commodity's Milk which remixes the gourmand with a blend cool, creamy, calming milk poured across warm marshmallow, mahogany and tonka bean.
Commodity Milk ExpressiveMasc femme
Instead of being sold ads with a woman draped sexily across a bed or a man stomping across the desert with his torso out, we're more skeptical of sexualised and gendered scents. “In 1994, CK One launched what’s considered to be the first mainstream unisex fragrance, so why 30 years later are we predicting that 2024 will be one of the biggest years ever when it comes to sales of ‘gender-neutral’ scents?” asks fragrance expert, Jonny Webber, from PerfumeDirect.
“It signifies the huge cultural shift towards breaking traditional gender norms and embracing fluidity,” he continues. “Unisex fragrances perfectly align with this movement by offering scents that aren't confined by stereotypical gender associations. They appeal to individuals seeking scents that resonate with their personal tastes and preferences rather than conforming to societal expectations based on gender. Fragrance brands are recognising this by increasing the number of scents they’re bringing to market that don’t specify a gender,” says Jonny.
Retailers are watching this play out through our buying power. “Many of our bestsellers have a distinctive unisex quality about them, mixing what we would class as traditional feminine notes of florals and fruity accords with masculine notes such as vetiver and musk (patchouli too - though this is more commonly unisex),” reveals Sophia Ghwedar, buyer at Cult Beauty. “This feminine/masculine mix gives these scents a sensuality, making them appealing to such a vast audience like ours. Le Labo's Santal 33 is a constant best seller, along with Maison Margiela's portfolio. We have seen the new offerings such On A Date from Maison Margiela go down particularly well, as it offers a new take on a classic (a unisex fruity floral scent),” she adds.
Maison Margiela Replica On A Date Eau de ToiletteThe One(s)
We love a signature scent as much as the next person, but also we don't want to be restricted to one fragrance to cover us for every mood and occasion. We want multiple scents (and some even worn at the same time), to create a custom fragrance that uniquely reflects us. “Fragrance will increasingly be centred around identity, becoming an olfactory storytelling tool to express individual emotions, style, values and culture,” according to WGSN's Beauty Trends for 2024 & Beyond report. “During the lockdown phase of the pandemic, 'scenting for self' saw people begin to wear perfume for their own enjoyment rather than that of others. This approach has continued to evolve, with Gen Z in particular experimenting with scent layering and contemporary notes to express who they are, how they feel and where they are from. With over 11 billion views, #perfumetok has become a place of scent discovery, introducing contemporary fragrance brands and culture-led ingredients,” they say.
“Gen Z is moving away from more traditional signature scents and instead experimenting with niche fragrance brands, creating a truly custom experience by layering different combinations,” agree the experts behind The PR Studio 24 Trends report. On TikTok, #perfumelayering has hit over 80 million views on the app – with users sharing their favourite blends. So instead of The One, we're looking for The One(s) and an edited, but slightly more extended and explorative scent wardrobe. One of TikTok's top-touted duos are Kayali Eden Juicy Apple with Prada Paradoxe which one user described as “giving girl next door, but like, really hot.”
Kayali Eden Juicy Apple 01Quiet luxury
The “quiet luxury” aesthetic has gone stratospheric on TikTok with over 430 million views. It sees a sense of self-assured quality and items that feel (or seem) expensive without being flashy. See: beautiful tailoring, thoughtful investment pieces and quality fabrics or ingredients. For 2024, this will translate across to our fragrances, with scents that don't need to feel shouty to make a luxe statement. According to Jonny, TikTok trends like quiet luxury are “significantly influencing our fragrance choice, across all generations, as we transcend into 2024.” To capture quiet luxury, look for scents that reflect “simplicity and authenticity,” he says. Soft, understated scents like light florals and unpretentious botanicals are the way to go.
Quiet luxury poster girl, Sofia Richie, has previously revealed she loves Jo Malone's Wood Sage & Sea Salt, a casual, effortless scent that's fresh and chic. “This is my favourite, favourite scent," she said. “It’s so good. It makes me feel safe and calm.” Elsewhere, Chanel's Beige is perfectly understated, offering up a cashmere smooth blend of freesia, hawthorn, frangipani and honey. Or, if you're after old money heiress vibes, Kilian's Angel Share is slightly less quiet, but it serves up old-school glamour in a modern way with a cognac vanilla scent.
Chanel Beige Les Exclusifs de CHANEL Eau de ParfumBougie but budget
Cozzie livs (or, the cost of living crisis) has made us think more seriously and strategically about where we spend money, so customers are shopping smarter. “As consumers become more conscious of their spending habits during challenging times, opting for more affordable scents – and seeking out those made by the same master perfumers responsible for the luxury brands – will become an unfolding trend for savvy high street shoppers,” confirms The Perfume Shop. When it comes to the perfume trends 2024 will see go viral, we're looking outside of traditional eau de parfums or eau de toilettes for our scents, too, for lighter, more accessible fragrances that still feel like a treat. Our desire for scented moisturisers and hair and body mists will grow.
“Mists will continue to be a big trend in 2024,” confirms Francesca. One brand in particular is leading the charge. Over 2023, “Sol de Janeiro” became the second most searched-for beauty term on Google, generating over 165,000 hits each month. And retailers across the board have seen the brand top sales. “Sol de Janeiro’s mists – in particular No. 62 and 68 [both joyful sunshine scents] – have seen a huge surge in popularity this year,” reveals Francesca. And “with the success of Sol de Janeiro in 2023, I think more and more fragrance shoppers will be searching for mists and hair mists alternatives to their traditional scents in 2024,” she predicts. Among the brands giving customers what they want, Gisou will be expanding its hair perfume portfolio in January, introducing a new rose scent alongside its cult honey-infused hair perfume. With the price starting from £34 for 50ml, it offers luxury without the price tag of traditional perfumes – and since you're spritzing it into your hair, rather than your skin, it'll linger longer.
Sol de Janeiro Brazilian Crush Cheirosa 62 Perfume MistNearly naked
In contrast to the loud, statement-making scents that are also gaining traction, we've also seen a charge for softer, intimate fragrances, that offer natural-but-better skin scents. “Driven by TikTok and the #pheromoneperfume hashtag, skin-like scents have ignited a trend that shows no signs of fading. ‘Un-scents’ will continue to provide fragrance fans with comfort, familiarity and intimacy, thanks to notes of sensual musk, powdery cashmeran and warm amber accords,” says The Perfume Shop, “and the best part is how these unique perfumes smell differently on everyone,” they add. Escentric Molecule helped to usher in the trend a few years back, but cult brands like Glossier, Fenty, Replica and Phlur have intensified our interest in soft, cosy, nuzzly personal fragrances. Sprayed like a sheer negligée over skin, nearly-naked scents will continue to recruit us.
Phlur Missing Person Eau de ParfumSelf-care (and self aware)
After a rough few years, we're wanting more from our beauty routines. It's not just how they make us look (or in this case, smell), how they make us feel is playing a major factor in the products we're reaching for. “Perfumes will increasingly include notes which will work in a similar effect to aromatherapy to improve mood or lift spirits,” note the experts at The PR Studio. Brands like Neom, Rituals and Cosmoss are really tapping into this. Meanwhile, TikTok trends such as ‘scent hacking’ have taken off “to boost mood,” according to WGSN. “The concept of the signature scent will take on new meaning as fragrance choices become more personalised, using neuroscience to guide choices based on individual mood and emotional responses,” they say.
Ideally, we want our scents to reignite nostalgia, to soothe us, or to take us to another realm entirely. “We’re increasingly seeing a nod to the spiritual, which will continue into 2024,” reveals Verity Douglas, content editor at Cult Beauty. “Brands like The Nue Co. and Vyrao have harnessed scent’s powerful, mood-altering properties to help us feel more focused, energised or ‘centred’, with Vyrao’s scent bottles laced with crystals to influence our energy,” she continues. The Nue Co.'s Functional Fragrance, for instance, combines research from the Brain & Behaviour Laboratory at the University of Geneva with the noses of top perfumers to create a blend specifically designed to calm. Vyrao centres on amplifying energy and its founder, Yasmin Sewell, tapped into her holistic background in reiki and integrative quantum medicine to chase scents that uplift moods and deliver on good vibrations.
But beyond a spritz, we're interested in the role fragrance can play elsewhere in our routine. “Hybrid products that combine fragrance and skincare, such as scented body oils, are the perfect way to bring perfume into a wellness ritual, something we’re seeing appetite for across the industry,” explains Rebecca Rose, founder of To The Fairest.
Vyrao High Five Eau de Parfum SetOud awakening
While oud has been a signature fragrance note in middle eastern cultures for centuries, its popularity has only become to boom in the west more recently. It offers up a strong, confident note that's rich, resinous, earthy, smoky, sensual and animalic. “We have seen an increase in oud notes,” confirms Natalia Ortiz, chief commercial officer at The Fragrance Shop. And even though it's a bold scent, the explosion in renditions and scent pairings make it a versatile note that works whether you want something sexy and strong or a little lighter. In recent years, Guerlain has dedicated a whole collection to the scent – Shades of Oud – featuring three fragrances: Oud Nude, Cherry Oud and Oud Khôl. Last year Kilian remixed its cult marshmallowy-sweet Love Don't Be Shy scent (rumoured to be one of Rihanna's favourites), with Amber & Oud. Tom Ford's Oud Wood became one of Look Fantastic's top sellers this year. And TikTok's queen bee perfume brand, Maison Francis Kurkdijan (who gave us Baccarat Rouge) has also given the note its seal of approval with Oud Satin Mood building its own fan base.
Maison Francis Kurkdijian Oud Satin Mood Eau de Parfum25 best oud perfumes that scream ‘main character energy’Gallery26 PhotosSustainable scents
Perhaps more than any other generation, the climate crisis weighs heavily on millennials and Gen Z, so a brand that smells good and does good has the upper hand. “The fragrance world has lagged between other areas of beauty when it comes to the environment but 2024 will see a marked focus on more sustainable offerings,” say The PR Studio. Dariush Alvani, fragrance writer and expert comments, “The brands that will shine with regards to sustainability will be the ones that can truly connect with potential customers and convince them that their words aren’t hollow.”
We've made some progress with recycled and refillable packaging, but we're looking for brands that are going beyond with up-cycled or lab-grown ingredients and carbon neutral practices. We're also looking for honesty and radical transparency. So brands declaring themselves “sustainable” or “clean” will have to explain exactly what they need and set standards that they hold themselves to. Luxury fragrance house, Sana Jardin, works with a circular economy. Their female harvesters in Morocco women have become micro-entrepreneurs by up-cycling the waste products from perfume production into floral waters and candles. And at fine fragrance brand, Clean Reserve, the fragrances are made using 80% solar power, the products are packed with waste paper instead of plastic bubble wrap, their box supplier is carbon neutral and sustainable wooden caps are used to top their fragrances, instead of plastic.
Sana Jardin Vanilla Nomad Eau de ParfumFor more from GLAMOUR's Beauty Editor, Elle Turner, follow her on Instagram @elleturneruk
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