In its “State of Shopping 2026” report, Scalapay devotes an entire chapter to beauty. The instalment payment platform combines its internal data with a survey of more than 2,200 consumers in Italy, Spain, France and Portugal. Several key trends emerge from this.
The report’s key finding: perfume dominates the beauty sector.
The global fragrance market is forecast to reach $82.4 billion by 2026, growing by more than 8 per cent a year, the highest growth rate of any cosmetics category.
This sector has long been difficult to sell online, as it is impossible to let customers smell the product remotely.
Short videos on social media have changed the game. They allow consumers to imagine themselves wearing a fragrance without physically testing it. Of all perfume purchases triggered by social media, 45 per cent stem from the hashtag #PerfumeTok.
Among Generation Z, TikTok influences 66 per cent of purchasing decisions, whilst Instagram influences 64 per cent.
The way people consume perfume is also changing. The era of the single signature fragrance is giving way to the ‘olfactory wardrobe’: collections chosen according to mood, occasion and season. Layering is establishing itself as a lasting trend.
From rejuvenation to longevity
Marketing language has shifted from ‘anti-ageing’ to ‘ageing well’. Consumers are investing in their skin for the long term.
The global anti-ageing market is estimated to be worth $84.4 billion by 2026, growing by 5.5 per cent annually. Around 60 per …
