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The numbers projected for the fragrance and beauty industry in 2025 were bold. The fragrance market alone was expected to hit $62.11 billion with a 3.31 percent annual growth rate. While optimism shaped the outlook, Q1 results are telling a more nuanced story. Here’s what the data and the culture behind it are actually saying. Personalization Is Still Powering the Industry, But It’s Getting OverwhelmedConsumers still crave personalization, but with saturation at an all-time high, eve …

At a recent fragrance mixer event, I found myself in conversation with a vintage perfume blogger, which up until that point was something I didn't know was of interest or had a community of lovers around it. The more we spoke, the more I realized just how fast this niche is growing. Vintage perfume collecting is no longer just for archivists or hardcore enthusiasts. It’s becoming a mainstream curiosity, with perfume lovers increasingly turning to the past to find scent profiles that feel r …

The rise of influencer culture has changed the way we engage with beauty—and fragrance is no exception. On platforms like TikTok and Instagram, influencers showcase entire perfume closets with 250+ bottles. Labeled as "wardrobes" or "museums," these collections often feel more performative than personal. But here’s the truth: most of these perfumes were gifted through PR. Very few were purchased with intent, and even fewer are worn regularly. This trend has subtly shifted how consume …