TikTok is driving some consumer interest. Millennial and Gen Z consumers love fragrances of the gourmand, vanilla, cherry, apricot, and peach variety.

“Fragrances are going from extremes. They're going from skin scents and hair and body mists to the other extreme of the 'beast mode' oud,” says [Bettina] O’Neill. “To have that all trending in the same time period with everyone liking all things is really very interesting and speaks to the move away from signature scents. They want a variety. They want to change their fragrance three times a day, and they want lots of samples.”

— Read more in Making Sense Of Fragrance’s Future at BeautyMatter.