A T2M take on the cultural rise of scent, inspired by The Cut’s feature on perfume’s growing influence

Fragrance is no longer the quiet achiever of the beauty world. It’s loud, it’s lucrative, and it’s shaping culture in ways we haven’t seen before. Inspired by Cat Zhang's recent article for The Cut, we’ve unpacked 10 key insights that every fragrance retailer should know right now, because there’s never been a better time to be in scent.

1. The Category Is Exploding

Fragrance is expected to grow globally from $30 billion to $50 billion by 2030. That’s not just a spike, it’s a sustained surge. If you're a retailer, this is the moment to expand your scent offering and deepen your brand partnerships.

2. Gen Z Is Running the Show

A massive 83% of Gen Z wear fragrance, and they’re wearing it more frequently than older generations. What’s driving them? TikTok, dopamine dressing (dressing in colours or outfits that boost your mood), mood-based choices, and cultural relevance. They’re scent-savvy, visual, and vocal, a generation worth gently tuning into.

3. TikTok Is the New Nose

A full 66% of Gen Z has bought fragrance based on social media. #PerfumeTok is chaotic, joyful, and deeply influential. Even if your customer isn’t on TikTok, chances are their inspo is. Use these moments to shape sampling, signage, and social campaigns.

4. The Era of the “Scent Wardrobe”

Forget signature scents, today’s consumer curates their fragrance collection like they do their outfits. Moods, moments, and main characters require options. Discovery sets, travel sizes, and diverse olfactive families are more relevant than ever.

5. Storytelling Sells

Consumers aren’t just buying a scent, they’re buying a story. Mood boards, characters, and fictional worlds help sell perfume online, where you can’t smell before you click. As a retailer, tapping into these narratives can dramatically improve conversion and engagement. A strong story starts with the right audience, is your website designed to draw them in?

6. Weird Is Wonderful

Consumers are chasing scents that stand out, from smoky shrimp to iced coffee, nothing is off limits. Niche and artisanal brands are winning because they offer the unexpected. So say yes to the “weird little bottles” and make sure your range includes a few bold picks.

7. Sampling Is the Gateway Drug

Sampling has gone from nice-to-have to absolutely essential. Whether through vial sets, GWP offers, or roll-ons, trial = trust. Think about how you’re making discovery easy (and desirable) for your customers.

8. Scent = Self-Care

Perfume has become part of the wellness routine, whether it’s a mood lift, a dopamine hit, or a form of self-expression that feels personal and grounding. Messaging around ritual, emotion, and intention resonates deeply post-pandemic. And while this can shine online, it’s just as powerful in-store, think curated scent edits, immersive displays, or quiet moments of storytelling that turn browsing into connection.

9. AI Is Coming for the Lab Coat

Startups are using AI to create scents and even “teleport” them digitally. It’s early days, but expect this tech to shake up the way we talk about ingredients, formulation, and experience in the next decade.

10. Ethics Matter

Cultural sensitivity is under the microscope. From problematic names to fictionalised backstories, today’s consumer is quick to call out brands that feel tone-deaf. Stock brands that feel authentic, respectful, and aware, it’s better for business and for trust.

Fragrance is in its main character era, and consumers are treating it like fashion, therapy, and self-expression rolled into one. Retailers who respond with curated edits, strong stories, and flexible formats will thrive.

Inspired by: Perfume Culture Is Starting To Stink by Cat Zhang, May 2025

Want to know how T2M can help you stay ahead of these trends? Let’s talk discovery sets, social content, and what your customers really want next.