“Perfume has always been deeply personal,” says Gill Smith of The Perfume Shop. “But we’re seeing it take on an even more meaningful role in our customers’ lives.”

According to the retailer’s Q1 2026 loyalty data, 46% of customers now classify fragrance as a “self-treat” purchase, second only to bath products. Smith notes that fragrance is now viewed not as a luxury finishing touch, but as part of a daily ritual that supports mood, confidence, and emotional wellbeing.

— Read more in Can Perfume Really Boost Your Mood? How Wellness Is Redefining Scent at Forbes.