The rise of marshmallow scents marks a subtle shift within the category, moving away from overtly edible signatures and towards a more ethereal and cozy interpretation of sweetness. It’s an innovation that’s satiating the growing (and very hungry) gourmand consumer; according to Spate, searches for “foodie fragrances” are up 139.6 percent year-on-year.

“Unlike the richness of caramel or the intensity of chocolate, marshmallow delivers a light, fluffy sweetness that beautifully balances nostalgia with sophistication,” says DSM-Firmenich perfumer Gabriela Chelariu.

— Read more in The Marshmallow Fragrance Trend Captures Everything You Want In a Gourmand Perfume at Marie Claire.

Tapping into the trend doesn’t necessarily mean entirely new formulations. Legacy brands like Lancôme and Dolce & Gabbana have been reworking their hero scents with a neo-gourmand twist. Lancôme’s Idôle Nectar, introduced in 2022, features notes of vanilla, caramel and popcorn, while Dolce & Gabbana launched an intense version of its Devotion fragrance this year that opens with a hazelnut pop (and is based in vanilla). Mugler recently expanded its decades-old Angel line with Fantasm, which blends the original with dollops of creamy piña colada.

— Read more in Fine Fragrances Are Getting a New Gourmet Twist at Business of Fashion.