Ever wondered what Gen Zs would smell like as a collective?

It’s all about appearances, and for the mirthful, boundary-breaking bunch, scents are parked at the top of their list of “how to emanate my personality”.

Gen Z is obsessed and more concerned about smelling good than ever before… sound familiar? Well, if you’re on the lookout for a fresh new fragrance or are still searching for that perfect bottle that is telling of your character, we got you covered.

We combed the internet, including #PerfumeTok, to find out just what Gen Z fragrances are like and the favourite scents of this wild, nonconformist generation.

Before you flock to the shops for your olfactory fix, take a look at this exciting list of highly sought-after fragrances to adorn your body and vanity!

What Do “Gen Z Fragrances” Entail?

No Labels for Gen Z and Their Fragrances

@ethancgaskill

Showing you my top 5 unisex fragrances! Have you tried any of these? #fragrancereview #unisexfragrances #perfume #top5 #hellospring #byredo

♬ Plaid – StreamBeats by Harris Heller

A generation raised on inclusivity isn’t just redefining cultural norms; it’s reflected in their choices. For Gen Zs especially, perfume has no gender; it’s all about how “woke” you are.

Unisex fragrances are no longer a niche, but a burgeoning trend, reflecting the cultural shift driven by a generation actively dismantling gender binaries.

Brands that embrace this evolving landscape, with products and messaging that resonate with diverse identities, stand to win over the hearts (and noses) of Gen Z consumers.

Smaller Fragrance Brands Are Also Celebrated

@jolanibeauty

pov: you add delina exclusif to your collection @Parfums de Marly #delinaexclusif #fragrance #fragrancecollection

♬ Pretty (Sped Up) – MEYY

If you were to ask any Gen Z person, “popular” isn’t limited to just major brands. According to Business of Fashion, Gen Z is driving mergers and acquisitions (M&A) for fragrance and investors have taken note.

All sorts of brands, especially in the beauty sphere, are gaining views and awareness through TikTok (also known as Gen Z’s favourite social media platform).

Smaller fragrance lines like Juliette Has a Gun and Parfums de Marly are being discovered by TikTok users and businesses are switching their focus to influencer marketing, user-generated content, and TikTok shop.

A Fragrant Playground: The More, the Better!

@perfumerism

Replying to @✧༺ josephine ༻∞ what your perfume says about you part 5! #perfumetiktok #fragrance #fragrancetips Fragrances mentioned: Alien goddess, chanel chance eau tendre, daisy, daisy love, coco mademoiselle, ysl mon paris, marc jacobs perfect, lancome idole, bright crystal versace

♬ Bossa nova that looks good in a cafe(976272) – MiYAMO

Some may break down or shut down when approached with multiple options. Instead, the bold and daring Gen Z thrive within choices.

It’s all about shattering boxes and embracing the fluidity of self-expression. They embrace the beauty of multiplicity; the joy of reinventing themselves with every sunrise.

Gone are the days of feeling confined to pre-determined moulds; this generation thrives on the freedom to experiment, adapt, and, evolve. This applies to everything, from fashion and hobbies to, yes, even fragrance.

@ashalw

‘she has a better perfume collection than you’ #perfumetok #perfumetiktok #fragrancetiktok

♬ Angel Drake – Louati

So, instead of sticking to a single signature scent, they crave a personal scent library. Think of it as a curated collection that mirrors their ever-changing moods and aesthetics.

Just like their makeup palettes, these olfactory collections allow them to create unique scent landscapes that complement their day, their vibe, and their overall self-presentation.

Case in point: I’VRE, Asia’s top perfume subscription service which allows consumers to receive trial bottles or sample-sized fragrances from over 200 designer fragrance brands.

This lets you “own” multiple fragrances at a time, no matter how expensive, and also helps consumers test them out before committing to a full-sized bottle that may or may not have a hefty price tag!

What Do Gen Z Beauty Lovers Look Out for in a Fragrance?

Sweet and Floral Scents Are a Bonus

@lola.desina

For the gourmand girls… #fyp #foryou #Perfumetiktok #perfumetok #perfumecollection #vanillascents #vanillaperfume #blackgirlluxury

♬ original sound – speblack

If we’re going into the specifics, the top three scents and fragrance profiles of Gen Zs are rose, vanilla, and fruity accords, according to Kyra’s 2022 State of Beauty report and The Business of Fashion.

This makes total sense since Maison Francis Kurkdjian’s Baccarat Rouge 540, the original viral TikTok perfume back in 2020, is an incredibly sweet fragrance with a woody gourmand floral accompaniment.

For vanilla, it could be an ode to the revival of early aughts in everything and Y2K taking over beauty trends.

As “basic” as the note may sound, vanilla is one of the most expensive and versatile ingredients in perfumery, according to Kayali’s Mona Kattan on Glossy. Vanilla scents are just beautiful, sensual, and very easy to love.

It Has to Match Their Values and Ethics

Credit: Depositphotos

The way Gen Z engages with fragrance goes beyond a mere shift in preference; it mirrors their values and distinctive worldview. Embracing the concept of a personalised and constantly evolving scent collection, they are fundamentally redefining the very essence of perfume.

So, yes, brands do have to do more than just dish out amazing-smelling perfumes since Gen Zs are bound to go out of their way to find independent brands and ones that are aligned with their own ethics and values.

The ever-bold and inquisitive Gen Z wants transparency. They need to know what goes on behind closed doors!

One of the requirements, in case it wasn’t clear enough, is sustainability. It should come without saying that brands have to prioritise environmental responsibility to survive in this seemingly cut-throat industry, from organic, natural ingredients and sustainably sourced materials to recyclable packaging.

Mood and Wellness Matter Too

Credit: Depositphotos

Perfume masters are also realising the power of scent as a wellness tool. With Gen Z putting self-care and mental health at the forefront of everything, it’s pretty much imperative that brands have to follow suit sooner or later.

Let’s just say that aromatherapy exists and works for a reason, and fragrance businesses are catching on. This seismic shift marks a departure from the traditional selling points of the fragrance industry which often centred around themes of sex, love, power, and manliness.

@oliviaolfactory

What are your happy fragrances? I could use all the help I can get today 🥹 @dedcool @skylarcleanbeauty @Victoria’s Secret @Michael Kors #fragrancetiktok #perfumetiktok #beautyhacks

♬ Elevator Music – Renja Ferry

Today, the younger consumer demographic is steering the fragrance market towards scents crafted from ingredients known for their relaxing and comforting properties.

Acknowledging the influential role of smell, these fragrances aim to leverage the power of scent as a tool to combat daily stressors.

Top “Gen Z Fragrances” by Celebrities

Eilish No. 2 Eau de Parfum

It’s quite possible that nobody knows or represents Gen Z better than this 22-year-old creative phenom.

Grammy Award-winning pop star Billie Eilish’s fragrance line has a second act that derived from her childhood of “damp, rained-on concrete”, according to an interview with Vogue.

Developed more into a “woodsy world”, this “Gen Z fragrance” opens with fresh Italian bergamot and apple blossom. It also features papyrus and black pepper, which brings a woody, earthy spiciness into the mix.

The sensual perfume is complete with a metallic veil of ebony, palo santo, and skin musk.

Eilish No. 2 Eau de Parfum (100ml) retails for S$77 instead of S$120 at PerfumeStore.sg. A discount is offered at the time of writing.

Ariana Grande Cloud Eau de Parfum

Expectedly so, Ariana Grande’s fragrances have proven to be quite the star in Gen Z’s eyes, coming in fourth in the race of leading fragrance brands among Gen Z.

Produced in 2018, the iconic pop star’s Cloud perfume garnered a lot of attention due to its unique scent and affordability. Just like its creator, this “Gen Z fragrance” is playful, dreamy, and inspiring.

This uplifting perfume imbues a thoughtful, artistic expression of happiness and positivity from Ariana Grande herself to her fans.

The addictive fragrance opens with an alluring blend of lavender blossom, forbidden juicy pear, and mouthwatering bergamot.

Its heart features a whipped touch of crème de coconut, indulgent praline, and exotic, vanilla orchid. Lastly, it ends with sensual musks and creamy woods likened to cashmere.

Ariana Grande Cloud Eau de Parfum (100ml) retails for S$125 instead of S$150 at PerfumeStore.sg and for S$58.37 (30ml), S$83.39 (50ml), and S$96.36 (100ml) at Shopee. Discounts are offered at the time of writing.

Kayali Citrus | 08 Eau De Parfum

Ideated by entrepreneur and beauty mogul Mona Kattan, who is also the Global President of Huda Beauty, Kayali fragrances are fun and flirty.

The Citrus 08 perfume is inspired by the rich heritage and sophistication of the Middle East and imagined alongside sister Huda Kattan to reflect the limitless possibilities of one’s desires.

It calls upon sparkling notes of pink grapefruit blended with rhubarb, blackcurrant, and pink pepper. The floral chords are presented by rose centifolia and rose damascena from Bulgaria while the base has a veil of musk, tonka, and mystical oakmoss.

KAYALI Citrus | 08 Eau De Parfum (50ml) retails for S$143 (50ml) and S$200 (100ml) at Zalora.

Top “Gen Z Fragrances” for the Demure, Sweetie Pies

Bath & Body Works Warm Vanilla Sugar Fine Fragrance Mist

In case you missed it, this underdog brand is actually wildly popular amongst Gen Zs. Sure, fragrances from luxury brands are coveted, but don’t be fooled by drowning in steep prices!

According to Statista, the leading fragrance brand for Gen Z consumers in the United States last year was Bath & Body Works.

As for the nostalgic vanilla fragrance, think of yourself enjoying an irresistibly sweet and creamy treat while wrapped up in a cosy cashmere. Sounds inviting, doesn’t it?

It has a blend of vanilla, white orchid, and sparkling sugar that comes together well on its own or even better when layered with other scents.

Bath & Body Works Warm Vanilla Sugar Fine Fragrance Mist (236ml) retails for S$34 at Bath & Body Works. There’s also a Gift Set option available at S$80, complete with a hand cream, shower gel, and body lotion here.

Bath & Body Works Strawberry Pound Cake Body Mist

With a fragrance that sounds as delicious as it smells, it’s hard to resist. After all, who doesn’t want to smell like desserts and sugary confections? We wouldn’t be surprised if this is what the cartoon character Strawberry Shortcake smells like.

Perfect for sweet Springs and Summers, this body mist contains scents of strawberries, shortcakes, and whipped cream.

@oliviaeccleston09

only scent i care abt #bathandbodyworkscheck #strawberrypoundcake #bestperfumesof2023

♬ original sound – familyguy.xuxu

It’s fun, flirty, and managed to send TikTok users into a frenzy, some of whom said they’re “obsessed with this body mist”. One user even boldly asserted that the Strawberry Pound Cake Body Mist is the only scent they care about!

P.S. Better grab this one fast as it’s almost always sold out everywhere!

Bath & Body Works Strawberry Pound Cake Body Mist (236ml) retails for S$28.23 at Shopee.

Sol de Janeiro Brazilian Crush Cheirosa 62

Coming in third for Gen Z’s most favoured fragrance brands, Sol de Janeiro has whipped up irresistible scents that get sold every seven seconds or so.

Their original perfume mist, Brazilian Crush Cheirosa 62, is the one that started it all and claimed its way to the top of many favourite perfume lists. It’s full of warm notes like pistachio and salted caramel paired with vanilla, sandalwood, heliotrope, jasmine petals, and more.

Sol de Janeiro describes the scent as “a blend of the best summer you ever had and the best summer you’re about to have”. Surely, this one’s a keeper for those of us in tropical countries, right?

Sol de Janeiro Brazilian Crush Cheirosa 62 retails for S$38 (90ml) and S$60 (240ml) at Sephora.

Top “Gen Z Fragrances” for the Free-Spirited Souls

Victoria’s Secret Bare Eau de Parfum

If you’re Gen Z, you shouldn’t be surprised to see Victoria’s Secret on this list! After all, the brand did rank second for the top fragrance brands among Gen Z in 2023, based on statista’s survey.

Known as Victoria’s Secret’s most personal fragrance yet, Bare Eau de Parfum responds and adapts to your body chemistry to reveal your ideal signature scent.

The woody floral fragrance starts with an effervescent freshness of Madagascar mandarins softened with dewy Egyptian violet petals. It then ends with a cocooning base of Australian sandalwood.

Authentic, you’ll never have to worry about using the same scent as someone else and playing “who wore it better”.

Victoria’s Secret Bare Eau de Parfum (100ml) retails for S$149 at Victoria’s Secret.

KIERIN NYC Sunday Brunch Eau de Parfum

If you’re a fan of New York, cafe-hopping, and savouring life’s moments, you’ll love this “Gen Z fragrance”.

Inspired by everyday micro-moments associated with living in New York City, Kierin NYC has created four fragrances with their own story to tell. Sunday Brunch personifies a celebratory mood and the notion of making memories of a life well lived.

This cheerful and luminous perfume has a citrus and floral blend of lemon, jasmine, Italian bergamot, and Earl Grey tea. As a bonus, its bottle is easy to bring around and decorated in graffiti-style artwork.

KIERIN NYC Sunday Brunch Eau de Parfum (50ml) retails for about S$162.17 (USD 122) at KIERIN NYC. Contact them here to place an international order.

Floral Street Arizona Bloom Eau de Parfum

Touted as “freedom in a bottle”, this uplifting floral-amber and vegan perfume channels desert wilderness and sunny skies.

The “Gen Z fragrance” starts with Madagascan black pepper paired with hints of Balinese coconut. Nomadic and euphoric in its nature, Arizona Bloom then flows into fig leaves, jasmine petals, oakmoss, salted musks, and cashmere woods.

Floral Street Arizona Bloom Eau de Parfum (50ml) retails for S$130.89 at Nordstrom.

Top “Gen Z Fragrances” for the Bold and Unapologetic

Chanel Coco Mademoiselle Eau de Parfum

The Chanel N°5 Parfum may be the most iconic Chanel perfume of all time, but there’s another captivating bottle that’ll bring your admirers to their knees.

Chanel noted this perfume as “the essence of a bold and free woman”, so if you regard yourself as a feminine person with a strong personality and surprising freshness, this Gen Z fragrance is for you!

This sophisticated eau de parfum is bold and sensual yet clean and dainty at the same time — a beautiful contrast (or, rather, fusion) that attracts an abundance of compliments.

It features notes of orange, patchouli, and Turkish rose to unveil a scent that can be described as the “clean girl aesthetic”.

Chanel Coco Mademoiselle Eau de Parfum retails for S$145 (35ml) and S$292 (100ml) at CHANEL. It’s also available for S$205 (50ml) and S$292 (100ml) at Tangs.com.

Boy Smells Tantrum Eau de Parfum

This award-winning scent is said to shatter expectations. Boy Smells’ Tantrum “Gen Z fragrance” is an explosive green cocktail of peppercorn and bright bergamot.

Made to demand attention and challenge the status quo, this exquisitely crafted perfume lives up to its moniker and is for the Gen Z who is not afraid to be heard.

Other notes that support its spicy, botanical mixture are mint and galbanum, infused with orris, vetiver, and cedarwood.

Boy Smells Tantrum Eau de Parfum (65ml) retails for about S$176.81 (USD 133) at August. Contact them for shipping to Singapore or use a shipping service like vPost. It’s also available for about S$132.94 (USD 100) at SSENSE.

Bon Parfumeur 003 Yuzu, Violet Leaves And Vetiver Eau de Parfum

Described as “a first springtime getaway to the Amalfi Coast”, this “Gen Z fragrance” will have you wanting to dive into a pool when the sun is at its highest.

Opening on sparkling zesty and botanical notes, you’ll be welcomed with yuzu, violet leaves, and bergamote.

Meanwhile, powdery scents of white flowers lend softness and elegance to the fragrance. Adding a touch of a mischievous sense is the musk and vetiver base.

Bon Parfumeur 003 Yuzu, Violet Leaves And Vetiver Eau de Parfum is currently out of stock at Amaris, but retails for S$77.94 (30ml) at Nordstrom and for S$135 (100ml) at NICHE-BEAUTY.COM.

Top “Gen Z Fragrances” for the Independent Boss Babes

Marc Jacobs Fragrance Perfect Eau de Parfum

A “Gen Z fragrance” that honours optimism, originality, and self-acceptance, the Perfect perfume (pun intended) is a comforting floral fragrance.

Manifested by what Marc Jacobs likes to say, “I’m perfect as I am”, this perfume opens with tangy rhubarb and solar daffodil.

It is then tempered with smooth, creamy almond milk at the heart before finishing with a mellow dry-down of cedarwood and Cashmeran skin scent.

Marc Jacobs Fragrance Perfect Eau de Parfum retails for S$190 (50ml) and S$220 (100ml) at Sephora.

narciso rodriguez For Her Musc Noir Eau De Parfum

If you’re not already familiar with narciso rodriguez, it’s high time you start learning! This name resonates with luxury, sophistication, and timeless elegance in the fragrance realm.

They have gifted us all with a myriad of aromatic masterpieces over the years and are known for crafting fragrances that touch the senses deeply.

This Gen Z fragrance heightens the addictive nature of the original for her fragrance with a dark, seductive, and mysterious quality. It illustrates the ever-fascinating enigma of modern femininity and lets you wonder about a woman’s sensuality.

A darker musc with a rich olfactory depth is paired with rich leather suede accords, emboldened with heliotrope, enhanced by rose and white cedar, and made even better with a hint of luscious plum.

narciso rodriguez For Her Musc Noir Eau De Parfum retails for S$159 (50ml) and S$210 (100ml) at Sephora. It’s also available for S$109 (30ml), S$162 (50ml), and S$214 (100ml) at Tangs.com.

Carolina Herrera Good Girl Eau de Parfum

Perfect for any confident girl boss out there, Carolina Herrera’s Good Girl Eau de Parfum has proven to be a favourite amongst Gen Zs.

Made for the modern woman, this sultry and confidence-boosting fragrance celebrates the different sides of one’s personality.

Its notes of jasmine highlight brightness and femininity while the rich cocoa and intoxicating tonka bean capture a deeper, more daring side.

Carolina Herrera Good Girl Eau de Parfum (80ml) retails for S$216 at Sephora.

Feature image credit: @jolanibeauty/TikTok, @ashalw/TikTok, @madisonortizz/TikTok

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