While prestige fragrance has been witnessing an unprecedented boom recently, the most recent transformation has been happening at a mass level. For example, in the UK fragrance market, 63% of sales in 2023 will be non-luxury. In the past often dismissed as a “fragrance graveyard” with limited testing opportunities, bottles locked away behind a counter or on transparent shelves, mass fragrance sales still constitute 40% of market sales according to IMARC.

— Read more in The New Fragrance Consumer And Emerging Opportunity At Mass at BeautyMatter.