The global fragrance market is the biggest it has ever been and still growing; it is set to generate revenue of about £45bn in 2025, according to Statista. The UK market alone reached £1.74bn in 2024 and, if growth continues apace, will top £2bn by 2029 according to a 2024 Mintel report. This growth is driven by gen Z and millennials, who have formed a unique relationship with fragrance due to social media and Covid isolation – PerfumeTok drove 45% of social media scent sales in the US by 2023. Instead of a dab behind the ear, they prefer scent layering – wearing two or more perfumes at the same time – and scent wardrobing (matching fragrances to different occasions).

— Read more in ‘Smellmaxxing’ and ‘frag heads’: how the gen Z perfume boom came up roses for indie brands at The Guardian.