Tik-Tok X Beauty Brands

Gen Z is redefining the fragrance industry, and TikTok is at the heart of this transformation.

According to a recent study by Circana, TikTok is driving a staggering 66% of fragrance purchases among Gen Z consumers. This younger generation is all about variety and personalization, embracing the idea of mixing and matching scents based on their mood or vibe. Jacquelyn Wenskus, Fragrance Category Analyst at Circana, notes, "To capture this younger consumer, brands must fully encapsulate a mood, going beyond the scent itself and extending into how the brand is positioned, the imagery, the bottle or packaging, etc."

This shift in consumer behavior is evident in the double-digit growth of lower-priced alternatives like mini or travel sizes and the triple-digit growth of body sprays. Gen Z is also more likely to value purchasing multiple travel-sized perfumes over a single full-size bottle, reflecting their desire for diversity and experimentation.

Digital platforms like iRomaScents are also making waves, offering personalized fragrance experiences that cater to Gen Z's demand for speed and convenience. Co-founders Erin Berry and Avner Gal highlight, "Gen Z thinks of fragrance as a key factor for shaping their daily identity presentation and general well-being." They emphasize that younger generations seek seamless processes that deliver quick results without compromising on personalization or quality.

As reported by @CosmeticandToiletries, the fragrance industry's future lies in embracing sustainability, digital innovation, and inclusivity—values that resonate deeply with Gen Z. Brands must adapt to these expectations, offering authentic and unique experiences that align with this generation's identity-driven approach to fragrance.

The fragrance industry is evolving rapidly, and brands that can effectively engage with Gen Z through platforms like TikTok will be the ones leading the charge.