Most Popular Perfume Brands
The world of fragrance is booming. By 2024, the global perfume market reached an astonishing $56.6 billion in value. Naturally, many people are asking what are the most popular perfume brands today. In this comprehensive guide, we’ll explore the top fragrance brands of 2025-from iconic luxury houses like Chanel and Dior to celebrity lines and indie niche stars-covering “most popular perfume brands”, “top fragrance brands 2025”, and “best perfume brands” along the way. You’ll discover how the perfume market is evolving, which brands dominate in different categories, and why certain names have captured the hearts (and noses) of millions. Whether you’re a seasoned perfume lover or just starting your scent journey, this post promises a relatable and insightful look at the best perfume brands across luxury and mass-market, plus emerging trends shaping the future of fragrance.
Opening with a compelling stat: did you know North America alone accounts for over a third of global perfume sales? That hints at just how popular perfumes have become. Read on for a deep dive into the top fragrance brands of 2025, spanning timeless classics and viral newcomers, all in an easy-to-read format with the latest facts and figures.
The Current Perfume Market
Market Size and Growth: The perfume industry is experiencing steady growth. The global perfume market was valued at $56.60 billion in 2024 and is projected to reach about $74.76 billion by 2030. This represents healthy growth driven by consumer demand for fragrances as daily luxuries. North America currently dominates with roughly 35% of the market share, thanks to high spending on premium perfumes and a strong fragrance-buying culture in the U.S. and Canada. Europe isn’t far behind, given its rich perfume heritage (more on that later), and the Asia-Pacific region is the fastest-growing market due to rising incomes and interest in beauty products. In short, perfume is big business globally and getting bigger each year.
What Makes a Brand “Popular”? Popularity in perfumery can be measured in a few ways. One key indicator is search volume and online buzz. Fragrance fans often take to Google and social media to find the hottest scents. For example, Dior’s Sauvage was the most Googled perfume of 2024 with around 1.5 million annual searches, showing how a single hit fragrance can propel a brand’s visibility. Sales figures also tell the story: brands like Chanel and Dior consistently rank at the top in revenue due to their broad appeal and iconic products. Social media engagement, especially on TikTok’s #PerfumeTok, has become huge-one viral video can send a perfume’s sales skyrocketing. Celebrity endorsements play a role too; when a superstar like Johnny Depp fronts a campaign (as he does for Dior Sauvage), it boosts cultural cachet and curiosity. In essence, a “popular” perfume brand today is one that not only sells well, but also commands a strong presence in online trends, has high search interest, and often sparks conversations on social media.
Figure: The top 10 most Googled perfumes in 2024 reveal how both classic and new fragrances captured global interest (Dior Sauvage led the pack by search volume). These insights highlight that popularity spans luxury icons (Dior, Creed) and newer or celebrity fragrances (Ariana Grande’s Cloud), reflecting a mix of heritage brands and modern trends.
To put this in perspective, luxury vs. mass-market perfumes each have their champions. Heritage luxury houses rely on their history and prestige, whereas mass-market and celebrity brands leverage affordability and pop culture appeal. We’re about to explore both sides: first, the most popular luxury perfume brands, and then the mass-market favorites. By understanding the market landscape, you’ll see why certain brands rise above the rest in the perfume world of 2025.
Most Popular Luxury Perfume Brands
When it comes to luxury perfumes, a handful of legendary brands consistently top the list. These are the names that evoke couture fashion houses, decades of heritage, and flagship scents known worldwide. Let’s look at the most popular luxury perfume brands and what makes them so beloved:
1 Chanel – Timeless French Elegance:
Chanel is practically synonymous with luxury fragrance. The brand’s name recognition is off the charts – in some surveys over 90% of luxury consumers recognize Chanel. One reason is its storied history: Chanel No. 5 (launched in 1921) is arguably the most iconic perfume of all time. Today, classics like Chanel No. 5, Coco Mademoiselle, and Chance remain bestsellers, appealing to generations of women with their quality and elegance. Chanel’s popularity endures because of its heritage and craftsmanship (each scent feels like a piece of art) and its consistent image of Parisian luxury. Consumers trust Chanel’s quality; a Chanel perfume is expected to be long-lasting, beautifully composed, and worth the price. The brand also keeps itself relevant through marketing and celebrity ambassadors (from Marilyn Monroe famously wearing No.5 to modern muses like Lily-Rose Depp). With brand awareness nearing ubiquity and fragrances that have stood the test of time, Chanel continues to be a top luxury perfume brand.
2 Dior – Iconic Scents and Modern Marketing:
Christian Dior’s fragrance line is another pillar of luxury perfumery. Dior has a foot in both the classic and contemporary camps. On one hand, it has timeless favorites like J’adore and Miss Dior (the latter has been a go-to women’s scent for decades). On the other hand, Dior struck gold with Sauvage – a men’s fragrance launched in 2015 that has exploded in popularity. In fact, Dior Sauvage was the most searched fragrance globally in 2024, topping lists as the #1 fragrance by Google searches. Part of Sauvage’s success comes from its bold marketing (actor Johnny Depp’s edgy commercials created a lot of buzz and brand appeal) and its universally appealing fresh-spicy scent profile that men (and women) love. Miss Dior, meanwhile, remains consistently popular for its feminine, romantic character – a safe gift and a staple in many women’s collections. Dior’s popularity is driven by quality (excellent scent formulations and longevity), strong branding, and celebrity-backed campaigns that capture attention. Whether it’s the face of Natalie Portman for Miss Dior or the rugged Depp for Sauvage, Dior knows how to market. It’s paid off: Dior is regularly in the top three of global fragrance sales, proving that a luxury house can blend sophistication with mass appeal.
3 Tom Ford – Bold, Sensual, and Unisex Appeal:
Tom Ford may be a relatively young brand (est. 2006 for beauty), but it has taken the luxury fragrance world by storm. Known for provocative, sensual scents, Tom Ford fragrances resonate with those seeking something a bit different and daring. Signature hits like Black Orchid (a dark, opulent floral) and Oud Wood (a smooth woody scent) have been driving luxury fragrance searches and sales. These scents often blur gender lines – Black Orchid, for instance, is marketed to women but loved by men as well, exemplifying unisex appeal. Tom Ford also has the Private Blend collection, an ultra-luxe line of niche-like perfumes that became hugely successful among collectors and enthusiasts. This brand’s popularity stems from its modern, edgy image and unique compositions. A stat to note: Tom Ford’s fragrances (like Oud Wood and the newer Myrrhe Mystère) are considered symbols of modern sensuality and power in 2025. Essentially, Tom Ford has built a reputation for quality (the scents are potent and long-lasting), distinctiveness (you know a Tom Ford scent when you smell it), and inclusive marketing that invites all genders to enjoy bold perfume. It doesn’t hurt that celebrities and influencers often name-drop Tom Ford scents, keeping them in vogue.
4 Creed – Heritage Niche Luxury:
Creed is a perfume house with an aura of exclusivity. Founded in 1760, Creed has centuries of heritage making fragrances for royalty and celebrities. Its most famous scent, Creed Aventus, is a luxury men’s fragrance that has reached near-legendary status. Aventus, with its rich blend of pineapple, birch, and musk, is frequently cited as one of the top luxury colognes and still ranks among the most searched-for high-end fragrances. What makes Creed popular is its artisanal reputation: these perfumes are costly, hand-crafted, and positioned as ultra-premium. Owning a Creed (like Aventus for men or Spring Flower for women) is seen as a status symbol. Despite the high price, demand remains strong – Aventus especially has a loyal following and has inspired countless copycats. Creed’s popularity endures because of quality (powerful, long-lasting formulations) and brand prestige. People feel exclusive when wearing Creed. In the age of social media, Aventus has even become a bit of a meme in fragrance communities (in a loving way) for being the power scent for men. Overall, Creed’s blend of heritage, exclusivity, and craftsmanship keeps it firmly among the top luxury perfume brands.
5 Yves Saint Laurent (YSL) – Modern Classics for the New Generation:
YSL Beauté has surged in fragrance popularity recently, bridging the gap between classic and trendy. A prime example is YSL Libre, a women’s perfume only introduced in 2019 that has quickly become a modern classic. In fact, YSL Libre saw a huge surge in interest, with one source noting a 79% spike in online searches in a recent year (indicating explosive growth in popularity). The appeal of Libre – a blend of lavender, orange blossom, and vanilla – spans Millennials and Gen Z, thanks in part to YSL’s savvy marketing and the fragrance’s bold yet wearable profile. YSL also has Black Opium, a coffee-vanilla fragrance that remains a worldwide favorite (it was named the “most in-demand” fragrance with a 17.6% increase in interest recently).
Why is YSL so popular now? The brand has embraced celebrity and influencer culture (pop star Dua Lipa was the face of Libre), and it leans into social media trends (#Libre has been all over perfume TikTok). Moreover, YSL offers luxury quality with a fashion-forward edge – their scents are often described as sexy, youthful, and statement-making. Brand awareness is high and rising; YSL’s strategy of pushing new flankers (Libre Intense, Libre Le Parfum, etc.) keeps the buzz going. With Libre and Black Opium leading the charge (and classics like Opium and Mon Paris also in the mix), YSL has cemented itself as one of the top luxury fragrance brands for younger consumers.
Additional luxury mentions: Other luxury brands enjoying popularity include Guerlain (known for classics like Shalimar and its Aqua Allegoria line), Hermès (loved for Terre d’Hermès, etc., with a reputation for quality French perfumery), Bulgari, Prada (whose new Paradoxe perfume is a hit), and Versace (bright, crowd-pleasing scents like Bright Crystal and Eros). These brands each have significant followings and in many cases, a signature scent that keeps them in the spotlight. For example, Prada Paradoxe has been a rising star with its innovative bottle design and Emma Watson-fronted campaign, reinforcing Prada’s place in the top ranks. Meanwhile, Versace’s bold Italian style (think Versace Eros, a hugely popular men’s scent) ensures its perfumes remain go-to picks for many. We’ll talk more about Versace Eros and others in the mass-market section next.
Most Popular Mass-Market Perfume Brands
Luxury brands aside, there’s a whole world of accessible fragrance brands that dominate department stores, drugstores, and online retailers. These brands often offer more affordable perfumes (typically under $100 a bottle) and include both celebrity fragrances and designer “mass” lines. Let’s explore the most popular mass-market perfume brands and what’s driving their success:
1 Ariana Grande – Celebrity Fragrance Phenomenon:
In the realm of celebrity perfumes, Ariana Grande has become a superstar. While many celebrity scents come and go, Ariana’s fragrance line (which includes hits like Cloud, R.E.M., and Thank U Next) has genuinely resonated, especially with younger consumers. The standout is Ariana Grande Cloud, a sweet gourmand scent that achieved viral fame. How popular is it? At one point, Cloud was reportedly selling a bottle every 11 seconds at Ulta (a major U.S. beauty retailer) – a staggering statistic that underlines its mass appeal. Cloud is often praised for smelling far more expensive than it is (fans compare it to the luxury Maison Kurkdjian Baccarat Rouge 540), which gives it cross-market appeal.
Ariana Grande’s brand is popular for a few reasons: affordable pricing (usually ~$40-65, making it an “affordable luxury” for teens and young adults), the celebrity’s huge fanbase and social media influence, and the fact that the scents themselves are actually well-crafted crowd-pleasers. Cloud, for instance, features notes of whipped cream, vanilla, and lavender, creating a cozy-yet-sexy vibe that Gen Z loves. In short, Ariana Grande has proven that a celebrity perfume brand can be more than just a fad – it’s one of the best-selling perfume brands in the mass market category in recent years.
2 Calvin Klein – Classics That Defined an Era:
Calvin Klein may not dominate headlines like a new celebrity launch, but it remains a staple in popular fragrances. Calvin Klein’s CK One revolutionized the industry in the 1990s as one of the first major unisex fragrances, and its clean, citrusy scent is still worn widely today. Likewise, CK Eternity (for both women and men) are enduring classics with a loyal following. Calvin Klein perfumes are known for their minimalist, fresh aesthetic – matching the brand’s fashion ethos – which many people find versatile for everyday wear.
The brand’s popularity stems from a few factors: wide accessibility (you’ll find CK fragrances in virtually every department store and even many drugstores), reasonable pricing (often under $30 for a bottle at discount retailers, making them great “entry” designer perfumes), and the nostalgic/iconic status of certain scents. For example, CK One is a cultural icon of the ‘90s that still resonates as a go-to light scent, and Eternity for Men is a common first “real cologne” for many guys. Calvin Klein also frequently releases new flankers to keep things fresh. While CK’s newer launches (like Euphoria or Obsessed) have had mixed success, the brand’s core classics remain popular and keep Calvin Klein among the top mass-market perfume brands by sales.
3 Burberry – Modern British Appeal with a Viral Twist:
Burberry, the famed British luxury fashion house, has a fragrance arm that straddles luxury and mass appeal. Lately, Burberry is enjoying a surge in perfume popularity thanks to savvy releases like Burberry Her (a fruity-sweet hit) and more recently Burberry Goddess Eau de Parfum. Burberry Goddess, launched in 2023, became a viral success on TikTok almost overnight. This perfume is a warm vanilla and lavender blend that hit the gourmand trend squarely – it was even recognized as Allure’s Best Gourmand Fragrance of 2024. Such accolades and social media buzz have catapulted Burberry’s relevance among younger buyers.
The brand blends British elegance with contemporary trends: while older scents like Burberry Brit and London are still beloved, newer ones like Goddess show Burberry isn’t afraid to ride the TikTok wave. Their packaging and branding (think chic, minimalist bottles) also attract the Instagram generation. Additionally, Burberry’s perfumes are at an accessible price point for a designer label, often found in the $100 or less range for large bottles, and even more affordable via discounters. All these factors – a viral hit product, a respected brand name, and on-trend scent profiles – make Burberry one of the most popular perfume brands in the current mass-market/lifestyle segment.
4 Jean Paul Gaultier – Bold and Distinctive Classics Reborn:
Jean Paul Gaultier (JPG) may be known for high-fashion couture, but in perfumes, it’s known for a couple of blockbuster fragrances that have remained hot for decades. The most famous is Le Male (for men) and its counterpart Classique (for women). Le Male in particular is an iconic fragrance – housed in that quirky male-torso bottle with a sailor shirt – with a sweet lavender-vanilla scent. What’s interesting is that JPG Le Male is experiencing a resurgence among young people. Thanks to TikTok and social media chatter, a new generation is “discovering” Le Male, causing a spike in popularity (one report noted a triple-digit increase in interest for this ‘90s scent!). Indeed, “Jean Paul Gaultier’s Le Male has been gaining new popularity thanks to TikTok”, with users drawn to its bold, clubbing-scent vibes and the nostalgia factor. The brand has smartly kept Le Male fresh with numerous flankers (Ultra Male, Le Male Le Parfum, etc.), some of which have also gone viral in fragrance communities.
Why is JPG popular? Distinctive scent profile – when you smell Le Male or Classique, you remember it. Also, brand personality: Gaultier perfumes are sexy, fun, and a bit cheeky, which appeals to those bored with bland scents. The marketing (those famously sultry ads) doesn’t hurt either. Additionally, these fragrances are widely available and often discounted, so they’re attainable even for younger buyers. In 2024, reports indicated Le Male saw roughly a 189% increase in popularity year-over-year, a testament to its comeback. It’s safe to say Jean Paul Gaultier’s bold fragrances have secured a lasting place in the perfume hall of fame – and a high rank among popular mass-market brands.
Other notable affordable brands include Juicy Couture (remember Viva la Juicy? still a top pick for many teens), Victoria’s Secret (for body mists and perfumes that dominate the teen market), and Bath & Body Works (known more for body sprays, but hugely popular in the U.S.). Also, celebrity lines from Britney Spears, Rihanna, Jennifer Lopez, and others have their hits (Britney’s Fantasy line, for instance, still sells extremely well). In the next section, we’ll look at some trending niche brands, but first, it’s worth noting how the line between “luxury” and “mass-market” is blurring: many so-called mass brands strive for quality that rivals luxury, and luxury brands are reaching broader audiences via social media. The result is a rich variety of popular perfume brands at every price point.
Trending and Niche Perfume Brands
Beyond the big designer names and celebrity scents, the perfume world has been exploding with niche and indie brands gaining cult followings. These are often smaller houses or luxury niche lines that create unique, artisanal fragrances. In 2025, several niche brands have broken into the mainstream consciousness thanks to social media and savvy consumers seeking something different. Here are a few rising stars in perfume:
1 Parfums de Marly – Modern Niche Royalty:
Parfums de Marly (PDM), a niche luxury brand from France, has seen its star rise rapidly in recent years. With a theme inspired by French royal history (think 18th-century Versailles and racehorses), PDM offers opulent scents that are rich, layered, and ultra-feminine or masculine. Their breakout hit is Delina, a gorgeous rose-lychee-vanilla fragrance that many consider a “princess perfume.” Delina received a lot of accolades – it was even named the “Best Floral Fragrance” by Allure in 2022, and it continues to be a top choice for luxury fragrance lovers. Parfums de Marly’s popularity comes from word-of-mouth and social media: if you scroll perfume Instagram or YouTube, you’ll see influencers raving about scents like Delina (for women) or Herod and Layton (for men). The brand straddles that line where niche meets popular. As a result, PDM has “carved out a lucrative niche,” especially in markets like the U.S. and Middle East, where people seek its statement fragrances. The fact that Parfums de Marly fragrances are expensive and not available everywhere actually adds to their cachet; owning one is a bit of a flex for enthusiasts. All told, PDM is now frequently mentioned among the top trending perfume brands, proving that niche houses can achieve mainstream buzz.
2 KAYALI – Influencer-Driven Niche for the Masses:
KAYALI, founded by beauty influencer Huda Kattan (of Huda Beauty fame), is a newer brand that has made a big impact. KAYALI’s approach is all about layering-friendly scents – relatively simple, rich perfumes designed to be worn alone or combined. The line really caught fire with KAYALI Vanilla 28, a delectable vanilla sugar fragrance. In mid-2024, Vanilla 28 saw a significant surge in popularity, becoming a must-have for gourmand fragrance lovers and often selling out. Part of this surge was organic: on TikTok and Instagram, users started heralding Vanilla 28 as the “perfect vanilla” and showing how they layer it with other perfumes to add sweetness. The brand’s savvy use of social media (Huda’s own massive following certainly helps) propelled it into the spotlight. KAYALI’s popularity comes from being relatable and accessible – the scents are relatively affordable for niche ($100-ish), the branding is chic, and the concept of layering makes customers feel like perfumers themselves. Another factor is inclusivity: the fragrances are marketed as unisex and for all ages. As of 2025, KAYALI is considered one of the trending fragrance brands, and Vanilla 28 in particular has achieved “cult favorite” status among the online perfume community. If you’re on #PerfumeTok, chances are you’ve seen someone rave about it!
3 Byredo – Chic Minimalist Niche Brand:
Byredo is a Stockholm-based niche brand that has grown a devoted following worldwide. Known for its ultra-cool, minimalist aesthetic (think monochrome labels and simple names like “Gypsy Water” or “Bibliothèque”), Byredo appeals to the design-conscious consumer. It’s become a bit of a fashion accessory to display a Byredo bottle on your dresser. In terms of popularity, Byredo’s Mojave Ghost, Gypsy Water, and Bal d’Afrique are among its most famous scents, each offering a unique vibe. Byredo has “garnered a dedicated following, contributing to a strong market presence” in the niche segment. Celebrities have been spotted wearing Byredo (for instance, Gypsy Water got a boost from being a rumored fave of a few actresses), and the brand often collaborates in artistic ways (they’ve done scented leather jackets, etc.). This artistic, edgy aura makes people gravitate towards Byredo as a statement of taste. It’s worth noting that while it’s niche, Byredo is now sold in big retail stores like Neiman Marcus and Sephora, indicating its crossover success. The brand’s popularity is driven by those seeking “not your average perfume” – something a bit avant-garde yet still wearable. And with its strong storytelling and branding, Byredo has successfully positioned itself as one of the best perfume brands for niche luxury lovers.
4 Maison Francis Kurkdjian (MFK) – The Baccarat Rouge 540 Effect:
Maison Francis Kurkdjian, founded by renowned perfumer Francis Kurkdjian, is a luxury niche house that hit the jackpot with one particular creation: Baccarat Rouge 540. BR540, as it’s often abbreviated, is a rich, airy-sweet scent with notes of saffron, ambergris, and cedar – and it has achieved cult status. It’s frequently cited as one of the most sought-after luxury perfumes even in 2025, with demand far outstripping supply at times. This fragrance became a worldwide phenomenon; it’s the perfume you smell everywhere from chic boutiques to, well, even the subway, because so many brands have tried to clone it due to its popularity. Maison Francis Kurkdjian’s positioning is very high-end (a bottle of BR540 can cost $300+), yet that hasn’t stopped it from becoming a bestseller.
The brand’s strategy of scarcity and ultra-luxury presentation (crystal bottles, gold labeling, etc.) has made it aspirational. Beyond Baccarat Rouge 540, MFK has other hits like Oud Satin Mood and Gentle Fluidity, but BR540 is the anchor of its popularity. Social media again played a role – influencers describing the scent’s “addictive” quality made more people curious to seek it out. The result: Maison Francis Kurkdjian is now firmly in the conversation of top perfume brands, not just niche. It shows that a niche brand with the right product can shape trends globally (BR540 essentially started the whole “sugary-woody” scent wave). Looking forward, with Francis Kurkdjian now also the head perfumer for Dior, you can bet the MFK brand will keep shining as a beacon of haute perfumery.
Other niche or indie brands worth mentioning include Le Labo (with the ever-trendy Santal 33, which we’ll discuss shortly), Diptyque (famous for candles and artistic scents like Philosykos), Jo Malone London (known for its elegant simplicity and layering approach), and Bond No.9 or Creed (for those into status luxury niche). These brands have strong followings and often a signature scent that carried them to mainstream awareness.
Most Searched Perfume Brands by Category
Popularity can vary not just by brand, but by audience. What’s hot in women’s fragrances might differ from men’s, and there’s a growing unisex category as well. Let’s break down the most searched and sought-after perfume brands by category in 2025:
Men’s Fragrances – Top Brands & Scents: It’s no secret that Dior Sauvage has been leading the men’s fragrance game. It’s the most-searched men’s cologne globally and a top seller, making Dior a dominant brand for men. Men’s fragrance popularity often centers around a few key power scents. Apart from Dior, Creed (with Aventus) is the luxury favorite – Aventus is often considered the ultimate men’s niche fragrance and remains in high demand. In the designer realm, Versace is a heavyweight: Versace Eros, a minty-vanilla scent, is hugely popular among young men and had a big jump in searches (one report noted an astounding ~189% year-over-year increase for Eros on Google). Eros’s mass appeal (clubby, sweet, attention-getting) ensures Versace stays on men’s top lists. Giorgio Armani also deserves mention for Acqua di Giò (a perennial classic) and newer hits like Armani Code.
But if we look at pure search data, another brand emerges for men’s luxury: Acqua di Parma. This Italian niche house is celebrated for its refined classics like Colonia, and has a loyal fanbase searching for its offerings. Acqua di Parma’s embodiment of Italian refinement and timeless elegance contributes to its popularity in the men’s category. Rounding out the list, brands like Bleu de Chanel (hence Chanel for men) and Paco Rabanne (1 Million, anyone?) are also frequently searched. But overall, the crown for men’s popular perfume brands likely belongs to Dior (for Sauvage), Versace (for Eros), and Creed (for Aventus), with Chanel, Armani, and Paco Rabanne closely behind.
Women’s Fragrances -Top Brands & Scents: On the women’s side, a mix of new and classic defines what’s popular. Yves Saint Laurent (YSL) currently has a superstar with Libre. YSL Libre (in its various forms like Libre Intense and Libre Le Parfum) has become a top seller and frequently tops “most popular” lists. That puts YSL very high in searches among women looking for a signature scent that’s bold and modern. Chanel remains ever-present – fragrances like Coco Mademoiselle and Chanel Chance consistently rank among bestsellers, so Chanel is always among the most searched by women. Dior stays strong too, with Miss Dior being a timeless go-to; it “transcends years and always proves popular” as a graceful, feminine scent.
In 2025, one rising brand in women’s interest is Prada, thanks to Prada Paradoxe. Paradoxe (launched in late 2022) quickly gained traction for its sophisticated yet fun profile, pushing Prada into the spotlight as a “rising star” brand in women’s perfumery. On the niche luxury side, Parfums de Marly has to be noted again – Delina has become a luxury favorite for women (often mentioned in the same breath as classics when discussing top perfumes). Its popularity in searches underscores that PDM is now a go-to for women wanting a high-end signature. Also, we shouldn’t forget Lancôme (La Vie Est Belle still charts high) and Mugler (Angel and Alien remain iconic and highly searched). But if we sum up, the brands getting the most female-focused search love lately appear to be YSL, Chanel, Dior, Prada, and Lancôme, with honorable mention to Mugler and Armani (My Way). And of course, many women also search for celebrity scents (Ariana Grande’s line, as discussed, or newer entrants like Billie Eilish’s perfume).
Unisex Trends – Gender-Neutral Fragrance Growth: One of the exciting shifts in recent years is the growth of unisex (gender-neutral) fragrances. More people are embracing scents based on mood or notes rather than the old “for him” or “for her” binary. Leading this trend are brands like Tom Ford, whose fragrances such as Black Orchid are officially targeted to one gender but widely worn by all. Black Orchid is often praised for its unisex appeal (rich truffle, chocolate, floral notes) and is frequently searched by both men and women. Le Labo is another poster child of unisex perfumery – their famous Santal 33 became an “everyone’s signature scent” phenomenon in the 2010s, to the point where its smoky, woody aroma is recognizable everywhere. Le Labo’s rise (now owned by Estée Lauder and found in high-end boutiques globally) proves that a brand can succeed focusing on unisex marketing. Byredo and Diptyque similarly market most of their line as unisex and have strong followings.
On the commercial side, even designers are launching more unisex lines (e.g., Gucci’s The Alchemist’s Garden collection or Armani Privé). The popularity of unisex fragrances is reflected in search data and market research: the popularity of unisex scents has significantly increased as consumers seek inclusive and unique options. In summary, when it comes to gender-neutral fragrances, the brands dominating interest include Le Labo, Tom Ford, Byredo, Jo Malone, and Maison Margiela’s Replica line (ever popular on Sephora shelves). This growth of unisex options is likely to continue, further blurring traditional categories and allowing brands to reach wider audiences with a single scent.
Regional Popularity Differences
Perfume preferences can vary significantly across different regions of the world. A fragrance that’s a bestseller in North America might not be as popular in Asia, and vice versa. Let’s briefly explore how popular perfume brands differ regionally and what drives those differences:
North America (USA & Canada): The North American market is currently the largest for perfumes, and it’s characterized by a love for both premium designer fragrances and celebrity scents. Consumers in the U.S. and Canada have high demand for premium formulation-based perfumes (i.e. high-quality, long-lasting designer and niche fragrances). Brands like Dior, Chanel, YSL, and Bath & Body Works all thrive, showing the range from luxury to affordable. Celebrity endorsements have a big influence here – it’s no coincidence that Dior Sauvage took off after its Johnny Depp ads, or that Ariana Grande’s perfumes sell massively to her fanbase. Culturally, North Americans enjoy scents that project well and garner compliments (sweet gourmands and fresh clean scents do well).
Also, online shopping preferences are very strong; a huge portion of perfume sales happen through online retailers, which means brands that market well digitally (through influencers, YouTube reviews, TikTok, etc.) see big boosts. The U.S. also sees a lot of seasonal trends – fresh citruses for summer, cozy vanillas for winter – which brands capitalize on. Overall, North America is a trendsetting region where the latest launches from luxury brands tend to catch on quickly, but it’s also a place where celebrity and designer mass-market perfumes dominate sales due to wide distribution and marketing.
European Market: Europe, especially Western Europe (France, Italy, UK, etc.), is the historical heart of perfumery, and that heritage influences popularity. Europeans generally show a strong preference for traditional luxury brands and artisanal perfumes. In France, for example, iconic houses like Chanel, Dior, Hermès, and Guerlain reign supreme, thanks to a cultural appreciation for perfumery as an art. Europe has a rich heritage in fragrance craftsmanship and luxury brands, driving strong demand for premium and niche perfumes among sophisticated consumers. This means brands that emphasize quality, heritage, and uniqueness (including many niche houses) have big followings. Italian consumers love elegant classics and have pride in local brands like Acqua di Parma or Gucci. In the UK, there’s a vibrant mix: designer brands are popular, but there’s also a notable interest in indie and niche fragrances (for instance, Jo Malone London started in the UK and became huge).
Additionally, European perfume lovers often value artisanal and natural ingredients – there’s growing appreciation for sustainable and organic perfumery. We also see that regional tastes differ: in Southern Europe, bold and sensual scents might be preferred, while in Northern Europe, cleaner or lighter scents can be more popular. But across Europe, the brand matters – heritage brands carry weight and new launches from, say, Chanel or Prada are met with immediate interest due to brand trust. In summary, Europe’s popular perfume brands tend to be the classic luxury houses and rising niche/artisanal brands, reflecting a blend of tradition and connoisseurship.
Asian Market (with focus on East Asia): The Asian perfume market, including East Asia (China, South Korea, Japan) and South Asia, is rapidly growing and evolving. In many parts of Asia, perfume was not traditionally as embedded in daily culture as in Europe, but that’s changing fast with globalization and rising incomes. A few trends: K-beauty and J-beauty influences are extending into fragrance. For instance, South Korea’s market is expanding quickly with interest in niche and luxury scents, fueled by K-beauty trends and a growing middle class. Younger consumers in Asia often look to Western luxury brands as status symbols – brands like Chanel, Dior, and Jo Malone are very popular among the urban middle and upper class. We also see Asian markets favoring certain fragrance styles: lighter, fresher scents (citrus, green tea, light florals) historically do well, especially in Japan and Korea, due to cultural preferences for subtlety. However, as tastes diversify, richer scents are gaining popularity among the younger generation in places like China. Another factor is that many global brands have started Asia-specific campaigns and sometimes Asia-exclusive releases to cater to local tastes.
Emerging local brands: There are also up-and-coming Asian perfume brands (e.g., some niche Japanese and Indian perfumers) starting to make waves domestically. Importantly, as disposable income rises, the appetite for luxury perfumes is booming – Asia-Pacific is projected to be one of the highest growth regions for fragrance. In China especially, Western luxury brands that emphasize prestige do extremely well (the likes of Hermès, Chanel). Also, e-commerce (through platforms like Tmall, etc.) has made perfumes widely accessible. To wrap up: in Asia, the most popular perfume brands currently tend to be the big Western luxury names (often as a status purchase), but interest in niche and unique fragrances is on the rise (with K-beauty culture encouraging experimentation and layering), and we can expect this market to set its own trends in the near future.
Social Media and Digital Influence
It’s 2025, and we can’t talk about popular perfume brands without talking about social media. Platforms like TikTok, Instagram, and YouTube have fundamentally changed how people discover and fall in love with fragrances. Here’s how the digital world is shaping fragrance popularity:
TikTok’s Impact (#PerfumeTok): TikTok has become a surprising kingmaker in the perfume industry. Short videos of users recommending their “signature scent” or doing fragrance hauls can cause sales of a perfume to explode overnight. For example, Burberry’s Goddess perfume went viral on TikTok, with countless young users praising its cozy vanilla scent; this buzz translated into rapid sell-outs in stores. The TikTok community even has a hashtag, #PerfumeTok, where enthusiasts share reviews and scent-of-the-day content. A vivid example of TikTok’s influence: Maison Francis Kurkdjian’s Baccarat Rouge 540 – already popular – saw an even bigger boost as TikTok users raved about it, to the point it’s constantly sold out despite a hefty price tag. Similarly, older fragrances like YSL Black Opium and Dior Hypnotic Poison found new life on TikTok, with Gen Z discovering them and featuring them in viral trends (like the “spray it in your hair” trick). TikTok has also popularized layering hacks (pairing two perfumes to create a unique combo), driving sales for brands like KAYALI which were frequently mentioned in such videos. In summary, TikTok creates hype and FOMO around perfumes – if a scent is branded “TikTok famous,” you can bet its brand will see a spike in searches and sales. Perfume brands have taken note and now often collaborate with TikTok influencers for product launches, knowing that a single viral video can translate to a huge revenue bump.
Instagram and Influencer Marketing: Instagram remains a powerhouse for visual branding and influencer marketing in perfumery. Beautifully photographed perfume bottles and aesthetic flat-lays can turn a fragrance into a must-have accessory. Many brands use Instagram to tell the story behind a scent – via short films, artistic photos, or celebrity endorsement posts. Celebrity partnerships are highly visible on Insta; think of Zendaya posing with Lancôme Idôle or Johnny Depp with Sauvage. These create aspirational imagery that fans share and engage with. Moreover, user-generated content plays a role: consumers love posting their “perfume of the day” or shelfies of their collection, effectively giving free promo to brands. Some indie brands (like Byredo or Le Labo) became trendy in part because seeing them on the Instagram feeds of tastemakers signaled they were cool. Also, many Instagram influencers and YouTubers specialize in fragrance reviews – they might not have millions of followers, but their audiences trust them deeply. A positive review from a respected fragrance blogger can send enthusiasts running to buy a perfume. Social media, in general, creates a sense of community and buzz around perfume that used to be confined to in-store experiences. Now, even without smelling a scent, someone might blind-buy it because “everyone on Instagram is talking about it.” From a brand perspective, maintaining a strong digital presence on Instagram/Facebook is crucial for visual storytelling and keeping their perfumes in the conversation.
Google Search Trends and Online Behavior: Let’s not forget good old Google. Search trends give insight into how interest spikes around certain times or keywords. Perfume searches often have seasonal patterns – for instance, searches for “best summer perfumes” or specific fragrances tend to peak in late November and December (holiday gift shopping time) and again around spring/summer. As mentioned earlier, specific brands have topped Google’s most-searched lists (Dior, Creed, Versace, etc. for 2024). An interesting aspect is brand vs. fragrance searches: sometimes people search generally (“Chanel perfume”) versus very specifically (“Chanel No.5 vs Coco Mademoiselle difference”). Brands that maintain lots of chatter (through new releases or media coverage) get more general searches. Also, mobile search behavior is significant – a large portion of fragrance searches happen on mobile devices, meaning people might be searching on the go or in-store checking reviews. Speaking of reviews, online platforms (Fragrantica, Basenotes, Reddit’s r/fragrance) where users discuss perfumes have also influenced purchasing decisions.
Often, a trend can be spotted in those communities before it hits the mainstream search volume. For instance, certain niche brands might blow up in enthusiast forums and then suddenly their Google searches climb as word spreads. Another trend: dupe searches – many people search for “smell alike” alternatives (e.g., “Baccarat Rouge 540 dupe”) which has even created popularity for dupe brands like Dossier or Zara’s fragrance line. In summary, monitoring Google search trends helps brands and retailers anticipate demand. And for consumers, a quick Google search is now part of the buying process – checking “best perfume brands” or “top fragrances 2025” (maybe even how you found this article!) to guide their choices. Perfume brands that rank high in SEO for these queries or get featured in top lists thus gain an edge in the digital discovery process.
All in all, social media and digital platforms have made perfume more accessible and discussable than ever. They allow people to share their passion and recommendations in a way that just wasn’t possible a decade ago. Consequently, brands that harness these channels effectively – by creating buzz, engaging with influencer communities, and responding to consumer curiosity – are reaping the rewards in popularity.
Factors Driving Brand Popularity
After exploring various brands and trends, it becomes clear that certain key factors tend to drive the popularity of perfume brands. Here are some of the critical success factors that make a perfume brand “popular” in the eyes of consumers:
- Quality and Longevity: At the end of the day, a perfume’s popularity won’t last if the product disappoints. Brands known for high-quality ingredients and long-lasting scents earn consumer loyalty. Perfumes that project well and stay on the skin for 6+ hours often gain a reputation for being worth the money. For example, luxury houses emphasize using premium, refined ingredients – and regions like North America and Europe have strong demand for long-lasting, sophisticated fragrances as a mark of quality. A brand that consistently delivers on longevity (like Estée Lauder’s fragrances or Dior’s) will be recommended over and over, fueling its popularity.
- Brand Heritage and Story: Humans love a good story, and perfume brands with a rich history or compelling narrative enjoy a natural allure. Think of Chanel’s century-long legacy or Creed’s 260-year heritage – these stories of tradition and craftsmanship imbue the brand with prestige. Brand heritage can significantly boost popularity because it builds trust (people assume, often correctly, that a long-standing brand knows what it’s doing). Even newer brands create a “story” – like Juliette Has a Gun’s playful concept or Maison Margiela Replica’s scenario-based scents – to engage consumers on an emotional level. A strong brand story and identity help a perfume stand out and stick in people’s minds.
- Marketing Excellence (Celebrity and Campaigns): Perfume is an emotional, intangible product, so marketing is incredibly important to make an impression. Successful brands often have memorable advertising campaigns and celebrity endorsements. A famous face or a beautiful commercial can create desire before someone even smells the perfume. Dior’s Sauvage is a prime example: glitzy marketing with Johnny Depp established an image that attracted many consumers. Celebrity-fronted perfumes (from Elizabeth Taylor’s White Diamonds back in the day, to Ariana Grande now) leverage star power to gain attention. Additionally, brands that create distinctive visuals (like Mugler’s Alien bottle or Marc Jacobs’ Daisy with its flower cap) give consumers imagery to latch onto. Great marketing doesn’t just sell a scent – it sells a lifestyle or feeling associated with the brand, which is crucial for popularity.
- Social Media Presence and Community: As discussed, a strong social media presence can catapult a perfume brand’s popularity. Brands that engage with online communities, repost user content, collaborate with influencers, and hop on trends tend to generate more buzz. The viral nature of platforms like TikTok means if a brand can get people talking (organically or through campaigns), it can become the next big thing quickly. Social media also allows for education – brands that demystify perfume notes or share “sneak peeks” of new launches create a more invested fanbase. In this era, a popular brand often has an army of enthusiasts online championing it.
- Price and Accessibility: Price point plays a big role. The most popular perfume brands often offer a range of prices or at least an attainable entry point. For instance, luxury brands have smaller sizes or body product versions that younger consumers can afford. Conversely, affordable brands that deliver great scents (like Zara’s perfumes or celebrity fragrances around $30-60) gain popularity by virtue of value. Accessibility in terms of availability is also key – if a perfume is widely distributed (say, every Sephora or department store carries it), more people can try and buy it, obviously boosting popularity. A good example is how Ariana Grande’s Cloud gained traction not just because it’s good, but because it’s sold at accessible retailers and at a friendly price – an “affordable luxury” that flies off the shelves. So, balancing exclusivity and accessibility is crucial: enough availability and good pricing to gain fans, but not so common as to lose allure.
- Packaging and Design: We do judge books by covers – or at least, perfume by its bottle – more than we might admit. Attractive packaging can lure someone to pick up and sniff a perfume they otherwise might overlook. A striking bottle or a luxe package also makes a perfume a popular gift (which significantly drives sales around holidays). Studies have shown that a majority of consumers care about perfume packaging; in one survey, 69% of women said an attractive sample package influenced them to buy the full perfume. Iconic packaging (like Jean Paul Gaultier’s torso bottles or the minimalistic Le Labo lab-style bottles) becomes part of the brand identity and memorability. Furthermore, with unboxing being a thing on social media, a beautifully packaged perfume can get extra exposure via user posts. Brands that invest in creative, elegant, or fun packaging definitely give themselves a leg up in popularity, as it adds to the overall experience of the product.
In essence, a perfume brand’s popularity is a mix of product excellence and perception. A great-smelling perfume (quality) is the foundation, but heritage, marketing, and consumer experience (pricing, packaging, social buzz) build the house. The most popular brands excel on multiple of these fronts, creating a virtuous cycle: people love the scent, they connect with the brand’s story, they see it everywhere (worn by friends or celebs), and they feel confident in purchasing it – and then they tell others about it. That’s how a perfume brand becomes a pop culture name in its own right.
Future Trends in Perfume Brand Popularity
What does the future hold for the world’s most popular perfume brands? As we look ahead, several emerging trends are likely to shape which perfume brands rise (or fall) in popularity. Here are some key trends and predictions for the perfume industry around 2025 and beyond:
- Sustainability and Eco-Friendly Fragrances: The perfume industry is tuning into the global sustainability movement. Consumers, especially younger ones, are beginning to ask questions like: Are the ingredients ethically sourced? Is the packaging recyclable? Popular brands of the future will need to have good answers. We’re already seeing brands (even luxury houses) touting natural ingredients, vegan formulas, and eco-friendly packaging. Refillable bottles are becoming more common – for instance, Mugler has long done refills, and newer brands like Kajal Perfumes Paris have introduced ethanol-free formulas and refill systems to reduce waste. This focus on sustainable fragrance isn’t just niche; even big players like Estée Lauder Companies have sustainability goals that will trickle down to their perfume lines. A brand that positions itself as environmentally conscious could gain a competitive edge in popularity among Gen Z and Millennial consumers who prioritize green values. In the near future, don’t be surprised if some of the top fragrance launches boast about being “100% natural” or using biodegradable packaging, and those aspects will be part of what makes a brand liked (or at least respected).
- Customization and AI-Powered Scent Matching: Personalization is a buzzword in beauty, and it’s making its way into fragrance. We’re talking about AI-driven tools and custom scent services. Imagine taking a quiz or scanning your skin chemistry to get a perfume tailor-made for you – that’s becoming reality. In 2025, companies like Osmo have launched AI-powered fragrance houses that blend technology with perfumery. Large brands are also experimenting with in-store scent personalization kiosks or online quizzes that recommend a “signature scent” from their portfolio (or even slight tweaks to an existing scent to suit you). As AI and big data get applied, brands that offer a personalized experience could climb in popularity, especially among those who haven’t found their love in off-the-shelf options. Custom fragrance startups (like Scent Trunk or waft) are already out there; if one of them cracks the code of mass personalization, it could be the next big thing. Established brands might incorporate these trends by offering bespoke versions of their popular scents or limited editions tailored to consumer input. Ultimately, a future trend is you as the co-creator of your perfume, and brands facilitating that could gain a devoted following.
- Gender-Neutral and Inclusive Marketing: We touched on unisex fragrance popularity earlier. This will only grow, effectively becoming mainstream. The language of “for men” or “for women” is likely to be less emphasized by forward-thinking brands. Instead, marketing will be about mood, style, or note profile. We’re already seeing brands like Calvin Klein (who ironically did unisex first with CK One) returning to that space with releases like CK Everyone. Niche brands and even luxury designers are expected to continue launching gender-neutral lines, and brands that were previously gendered might reposition classics as unisex (for instance, it’s not taboo anymore for women to say they wear Dior Homme, etc.). Inclusivity also means diversity in advertising – perfume ads in the future are likely to show a spectrum of ages, ethnicities, and genders to resonate with a broader audience. The more people feel a brand is “for them,” the more popular it will be. This inclusive approach seems poised to produce some breakout hits that anyone and everyone can wear without a second thought to traditional categories.
- Niche and Indie Market Growth: The niche perfume wave doesn’t seem to be a mere fad – it’s an ongoing trend of fragmentation of tastes. Consumers are becoming more savvy and often looking for unique scents that set them apart. This means smaller artisanal brands will continue to flourish and possibly be acquired by bigger companies (as we saw with Le Labo, By Kilian, Frederic Malle now under Estee Lauder, LVMH, etc.). The effect is that what was niche can become the new mainstream taste. We might see, for example, an oud-based niche brand become widely popular, or a once-obscure Japanese fragrance house suddenly trending globally due to a viral review. As the fragrance community on social media grows, they act as talent scouts for cool indie brands, effectively giving them free promotion. The luxury niche perfume market is projected to grow strongly (one analysis pegged it at US$3.8 billion in 2024 and doubling by 2032), reflecting this appetite for artisanal scents. Brands like Serge Lutens, Penhaligon’s, and Zoologist – to name a few – have cult followings that could snowball. So, expect the list of “most popular perfume brands” to include more niche names moving forward, not just the traditional big designers.
- Direct-to-Consumer (DTC) and Experiential Retail: Finally, how perfumes are sold will influence brand popularity. Many brands are going DTC – selling directly via their own websites or boutiques, which allows them to build a more personal relationship with consumers. We’ve seen Glossier find success with a direct model (its You perfume is hugely popular and sold primarily on its own site, leveraging viral marketing). When brands control the experience, they can also create more immersive storytelling – e.g., pop-up perfume museums, scented art installations, or exclusive club-like communities for their buyers. Experiential retail, where going to a perfume boutique feels like a special event (personal consultations, scent “journeys” etc.), is something brands will invest in to differentiate from just buying online. Especially as brick-and-mortar stores adapt, we might see hybrid approaches: you explore in-store to find your scent, then the brand sells to you online for refills etc. Brands that master this seamless experience can engender loyalty. As an example, Byredo and Le Labo stores often personalize labels or mix oils in front of you, creating an experience that shoppers love to share. Looking ahead, even big brands might offer appointment-based scent crafting in their flagship stores. All of this is to say, brands that deliver a memorable consumer experience (online or offline) will likely rise in popularity because they offer more than just a bottle – they offer a story you become part of.
The future of perfume brand popularity will be shaped by how well brands adapt to these trends: going green, getting personal, embracing inclusivity, uplifting niche creativity, and engaging directly with consumers. It’s an exciting time, because the “top brands” list in five years could include names we haven’t even heard of yet who nail these aspects. Conversely, classic brands that evolve with the times (and many are doing so) will likely keep their throne. Either way, the perfume lovers stand to benefit from more choices and better products aligned with their values and desires.
Conclusion
We’ve journeyed through the most popular perfume brands of today – from the titans of luxury like Chanel and Dior, to the vibrant mass-market favorites like Ariana Grande’s line and Calvin Klein, and even the up-and-coming niche stars. The world of fragrance in 2025 is wonderfully diverse. Luxury brands continue to captivate us with quality and heritage (Chanel No.5 still exudes timeless chic, Dior’s Sauvage and Miss Dior appeal across generations, YSL’s Libre and Black Opium have modern flair). Mass-market and celebrity brands ensure there’s something for everyone (Ariana Grande proved a pop star can create a beloved scent, while classics like CK One and Burberry’s latest hits remain within easy reach of consumers). Meanwhile, niche and indie brands like Parfums de Marly, Byredo, and Maison Francis Kurkdjian have shown that even without decades of history, a perfume house can skyrocket in popularity by offering something novel and personal.
A key takeaway is that a perfume brand’s popularity is driven by a mix of quality, marketing, and cultural relevance. The juice in the bottle has to be good – that’s non-negotiable – but beyond that, the brands that truly endure have a story or image that resonates. They connect emotionally, be it through nostalgia, aspiration, or community engagement. It’s also clear that the definition of “popular” is broadening: it’s not just about sales numbers, but also which names are buzzing on social feeds and being recommended friend-to-friend.
For readers and fragrance enthusiasts, this is a golden era to explore. There are so many highly-rated brands out there that nearly everyone can find a scent (or several) to love. If you’re intrigued by any of the brands mentioned, consider this a friendly nudge to explore these featured brands – maybe request samples or visit a local store to sniff in person. You might discover your next signature scent among the top fragrance brands of 2025 we discussed.
In closing, the landscape of popular perfume brands is ever-evolving, but one thing remains constant: our love for fragrance. A great perfume, whether a $20 body mist or a $300 niche extrait, has the power to boost our mood, evoke memories, and express our personality without a word. That’s why these brands matter and why we follow the trends – but at the end of the day, the best perfume brand is the one that makes you feel like the truest version of yourself. Happy scent hunting!
Frequently Asked Questions (FAQ)
Q: What is the number one perfume brand in the world right now?
A: It’s hard to crown a single “#1” brand, but in terms of global sales and recognition, Chanel often leads (Chanel’s classic perfumes consistently dominate sales worldwide). Dior and YSL are also top contenders in 2025 thanks to blockbuster scents like Sauvage and Libre. Ultimately, the “top” brand can vary by region and who you ask, but these French luxury houses are usually at the front of the pack.
Q: Which perfume brands are considered the best for women?
A: Popular women’s perfume brands include Chanel (for timeless classics like No.5 and Coco Mademoiselle), Dior (Miss Dior, J’adore), Yves Saint Laurent (Libre, Black Opium), Lancôme (La Vie Est Belle), and Viktor&Rolf (Flowerbomb). Lately, Prada (with Paradoxe) and Mugler (Alien, Angel) are also hugely popular. These brands consistently produce well-loved feminine fragrances and appear on “best of” lists for women’s perfumes.
Q: What are niche perfume brands, and which ones are popular?
A: Niche perfume brands are smaller, artisanal companies focused primarily on fragrance (rather than fashion or celebrities). They often use unique concepts or high-end ingredients. Popular niche brands in 2025 include Maison Francis Kurkdjian (famous for Baccarat Rouge 540), Parfums de Marly (Delina, Layton), Byredo, Le Labo, Jo Malone London, and Creed. These brands have gained cult followings despite not being mainstream designers, thanks to their distinctive scents and word-of-mouth appeal.
Q: Are celebrity perfume brands any good?
A: Yes, some celebrity perfumes are very good and not just marketing gimmicks. For example, Ariana Grande’s fragrances (like Cloud) have been critically appreciated and hugely successful, even winning industry awards. Celebrity lines from Britney Spears, Elizabeth Taylor, Rihanna, and others have produced bestsellers. They tend to be affordable and easy-to-like (lots of sweet and floral notes). While not every celebrity scent is a masterpiece, many are great everyday perfumes. Ultimately, it’s best to judge by your own nose – you might be surprised by the quality of some celeb offerings.
Q: What’s a trending perfume on TikTok that I should know about?
A: Baccarat Rouge 540 by Maison Francis Kurkdjian has been a viral sensation on TikTok (people love its unique sweet-amber aroma). Also, Burberry Her and Burberry Goddess got a lot of TikTok hype for their sweet, likable vibes. KAYALI Vanilla 28 is frequently mentioned as a perfect layering vanilla. On the affordable end, Sol de Janeiro’s Brazilian Crush Cheirosa mist (a body spray with a yummy caramel-pistachio scent) is a TikTok favorite as well. These scents often sell out after going viral, so they’re definitely worth a sniff if you can find them!
