Gen Z consumers are becoming more engaged in fragrance, with TikTok driving 66% of their fragrance purchases, according to Circana.

There has reportedly been a spike in fragrance-related content on the social media platform, which has driven interest in the segment by Gen Z users.

[...] According to Circana's 2023 Consumer Fragrance Study, 73% of Gen Z wear fragrance at least three times per week, which is up +5 percentage points compared to the prior year.

— Read more in TikTok is Driving Gen Z Consumers to Become More Engaged in Fragrance at Perfumer & Flavorist.