Perfume is no longer just a bottle. This year, French consumers are adopting a new approach: that of an olfactory wardrobe. And it’s on TikTok that this trend, dubbed “perfume layering” (or the art of layering notes), is most popular. Klarna, a flexible payments platform, explains the concept through consumer data collected over the first half of 2025.
Body mists, intense eaux de parfum, floral bouquets… each note is combined, juxtaposed and sublimated. “This year, your signature fragrance is no longer a bottle, it’s a playlist,” says Klarna.
Strong sales growth
According to Klarna, the most popular layering formats recorded triple-digit growth between January and June 2025. Leading the way are body mists, up +713%, like Sol de Janeiro’s Brazilian Crush or Nuxe’s Eau Délicate Relaxante. Intense fragrances follow (+279%), driven by references such as My Way Intense by Armani or La Vie Est Belle Intensément by Lancôme.
Spicy (+182%) and floral (+176%) fragrances are also on the rise, as are nomadic sprays (+126%) and discovery sets (+71%). Eaux de toilette (+43%) and eaux de parfum (+42%) confirm the segment’s overall boom.
From networks to shopping baskets
On TikTok, the trend is already racking up several million views. In France, content creators are sharing their olfactory routines, mixing vanilla, bright citrus and powdery flowers. Ultra-personalized compositions, where every ingredient counts. “Vanilla melts hearts and bottles,” says Klarna. Highly appreciated for its roundness and sensuality, it is often combined with tonka bean, coconut or white musk. One of the most popular duos is Kayali’s Vanilla …
