As a professional perfume analyst tracking digital trends over the past five years, I can state: TikTok has become the main conductor of the perfume market.
This is not just a platform for entertainment – it is a laboratory where global trends are born and explode, breaking traditional consumption models. Just take a look at the numbers: the hashtag #PerfumeTok has gathered over 5.2 billion views and became a driver 45% of perfume sales Through social networks in the USA in 2023. Viral fragrances like “By the Fireplace” by Maison Margiela would disappear from shelves within hours after trendy reviews [2].
From Niche Exclusivity to Democratic Virality
The profound changes concern the very philosophy of choosing a fragrance. Whereas exclusive niche brands with their complex compositions and high prices used to dominate, TikTok has shifted the focus to accessibility and instant emotional recognition. The Business of Fashion accurately notes:
“Generation Z and Alpha, influenced by TikTok, are shifting the focus from premium perfumes to the principle of ‘cheap and fragrant'” [1].
This is confirmed by statistics: the demand for budget alternatives – body sprays and mists – grew by 50%, while the niche perfume market has shrunk by 3% in 2023-2024 [1].
Why Do “Meme” Fragrances Conquer Algorithms?
Analyzing successful cases on the platform since 2022, we see clear patterns:
1. The Sensory Experience of Pleasure
The dominant “gourmand” notes are vanilla, caramel, and amber. At the top in 2025 are: Kayali Vanilla 28, Ariana Grande Cloud, Yves Saint Laurent Black Opium with its iconic combination of coffee and vanilla bean, as well as the legendary Baccarat Rouge 540 [5].
They are united by a sweet, cozy, “enveloping” aura – what TikTok users describe as “smelling like a million dollars” or “hugs in a bottle.” The brand Phlur clearly demonstrated the power of this trend by selling over 180,000 units of its Vanilla Skin fragrance exclusively through virality on TikTok [3][5].
2. The Power of Social Proof
Algorithms create cults literally overnight. Take the story of Bianco Latte: after one sensational review, demand skyrocketed, and waiting lists were formed for the… 200,000 people[2].
People buy fragrances online without even smelling them, trusting the emotions of the content creator and the visual imagery. Behavioral research confirms that perfume has become an element of the digital “self” and personal brand [5].
3. Gamification and Accessibility
The #ScentLayering challenge teaches how to create unique mixes from affordable perfumes. Searches for “duplicates” have become hits – for example, Zara Red Temptation, which is considered an exact copy of Baccarat Rouge 540, but at an accessible price [2].
The TikTok Shop platform has become a main channel for instant purchases: 17,000 perfume advertisements, 242 million impressions, 601 thousand likes prove engagement [3]. Interactive AI quizzes (“What is your fragrance according to your zodiac sign?”) increase conversion by 33%[2].
Experts on the Revolution in the Beauty Business
“TikTok has radically changed the landscape by generating viral trends that reach millions and set the terms even for offline retail,” emphasizes beauty expert Katya Golden.
She refers to the emergence of special “TikTok Viral” departments in the Sephora and Ulta chains as a direct consequence of the platform’s influence [4]. PerfumeTok analysts add:
“Virality elevates fragrances to a cult status, but does so instantaneously, creating the phenomenon of meme-fragrances – hits that live by the laws of the internet” [2].
Experts’ forecasts are unanimous: the niche perfume market will continue to shrink, giving way to adaptive, trend-sensitive, and affordable alternatives [1].
The Future in Berry-Vanilla Flavor
The forecast for 2026 from reputable analytical centers paints a rosy picture: the global perfume market will reach 64.15 billion dollars, and the growth will largely be driven by social networks [7].
“Edible” chords of vanilla, berries, and sweet spices will continue to dominate. Personalization using AI, further development of visual aesthetics (softfeminine, #ScentOfTheDay), and strengthening TikTok Shop’s position as a key sales channel are inevitable trends.
As noted in The Business of Fashion, perfumery is no longer a luxury but an accessible element of self-expression, whose path to the consumer goes through a viral TikTok trend [1].
This is more than a shift in preferences. It is a complete reprogramming of market mechanics, where “liking the algorithm” equals “capturing the target audience.”
Brands that ignore this shift towards accessibility, visual aesthetics, and the “memorability” of a fragrance risk being left in the past along with unsold bottles of niche masterpieces.
Sources:
- Zamin.uz (analysis of studies by The Business of Fashion and Peopletalk, 2024-2025)
- [2] Jarsking.com (global review of the perfume market, data from PerfumeTok 2023-2024)
- [3] Shopify.com (data from TikTok Shop, 2024-2025)
- [4] UMagazine.ru (expert comments by Katya Golden on retail, 2025)
- [5] FainaUkraina.com.ua (consumer behavior research and top TikTok fragrances 2025)
- [7] Info-Market.ru (Global Perfume Market Forecast for 2026)
