Discovering one’s signature scent is not something that happens solely in a perfume shop. This is the conclusion reached by Spate (an American consultancy specialising in beauty trend analysis) in its 2026 report on perfumes, based on an analysis of social media research data.
The hashtag #Perfume has surpassed 24 billion views on TikTok. Influencers specialising in perfume produce a considerable volume of content: reactions to purchases made without having smelled the product beforehand, comparisons of affordable versions, rankings, and tutorials on layering fragrances. “A single creator can sell out a perfume’s stock in a matter of days,” explains Spate.
Consumers no longer discover fragrances through advertising or in-store experiences. They discover them through content. “A brand no longer needs a campaign or a brand ambassador. It needs a creator who knows how to put into words what they smell.”
Google captures purchase intent
TikTok creates the desire; Google makes the purchase happen. Before stepping into a shop or ordering online, the consumer has already read reviews and checked the fragrance composition. The decision is often made before they’ve even smelled the product.
Niche perfume is no longer a niche market. Consumers are looking for fragrances that no one else wears, built around complex compositions that evolve on the skin. They want to understand what’s inside the bottle, not just what’s on the label.
Untapped opportunities
According to Spate, there are still several niches to be explored. Functional …
