Confectionery: Smellmaxxing & Self-Expression” – Gen Z’s Top 20 Favourite Scents

What is the Gen Z Scent Trend?

• Emotion-Driven Fragrance Choices: Gen Z uses scent as a tool for mood management, with 8 in 10 choosing scents based on how they make them feel.This is not just about smelling nice — it’s about confidence, comfort, and emotional connection. Gen Z sees fragrance as part of their wellness routine, a way to boost their mood or create a vibe for specific moments. This emotional layer turns fragrance into a form of self-care and identity expression.

• Experimental and Playful Approach: Nearly one in three (29%) participate in ‘smellmaxxing’ — layering multiple scents to create unique combinations.This signals a shift from sticking with one “signature scent” to a more dynamic, fashion-like approach. Fragrance becomes an accessory that can be swapped, remixed, and matched to outfits or occasions. This creativity encourages higher product usage and drives more frequent purchasing.

• Social Media Influence: TikTok and Instagram trends are shaping buying decisions, with 34% of Gen Z purchasing products weekly based on online inspiration.Social platforms transform fragrance discovery into entertainment, fueling viral trends and FOMO. Instead of testing in-store, many are willing to trust influencer recommendations, making digital marketing essential. This also explains why 56% buy without smelling the product first — trust in community replaces in-person trials.

Why It’s the Topic Trending

• Vanilla & Strawberry Domination: Classic gourmand scents are experiencing a resurgence, aligning with Gen Z’s love of cozy, nostalgic, and sweet aromas.These scents tie into the larger “comfortcore” aesthetic, where soft, familiar sensory experiences are celebrated online.

• Personal Expression: Scent has become as much a style choice as fashion or music, with Gen Z selecting fragrances to match their personality and the event they’re attending.This makes fragrance a key player in the self-expression economy, where brands that offer personalization win big.

• Nostalgia-Driven Consumption: 81% are likely to try scents that evoke memories, which taps into the retro and “childhood comfort” trend seen across fashion and media.Brands are taking note by reviving older formulations or releasing nostalgic limited editions.

• Fast Trend Cycles: Weekly purchases driven by TikTok trends mean Gen Z cycles through scents quickly, which disrupts the traditional fragrance market built on loyalty to one perfume.This opens the door for indie brands and fast-moving consumer goods to compete with heritage fragrance houses.

Overview: From Signature Scent to Scent Wardrobe

Gen Z is redefining fragrance from a luxury, one-off purchase into a fluid, everyday ritual. Rather than having one “forever perfume,” they maintain a wardrobe of scents that match moods, outfits, and contexts — from dates to study sessions to workouts. This behavior fuels faster product turnover and encourages innovation from brands looking to keep up with a generation that wants novelty without compromising quality.

Detailed Findings: What Makes Gen Z Different

• Top 20 Scents: Vanilla, strawberry, coconut, lavender, rose, sea breeze, fresh laundry, lemon, apple, jasmine, cherry blossom, mint, oud, peach, coffee, mango, clean skin, honey, chocolate, freshly baked bread.This list reflects a preference for soft, edible, and fresh scents over woody or musky classics. Gen Z gravitates toward scents that are playful, cozy, and uplifting rather than overly mature or serious.

• Event-Based Scent Selection: 31% switch fragrances based on where they are going, treating scent like an outfit accessory.This leads to increased product variety in their personal collections and opens opportunities for multi-pack sets and travel-size products.

• Premium Willingness: 64% are willing to pay more simply for a scent they love.This gives brands permission to position fragrances as aspirational, provided they also deliver emotional or sensory payoff.

• Layering Creativity: Smellmaxxing is turning consumers into at-home perfumers, boosting usage across multiple categories (lotions, mists, perfumes).This not only drives higher spending but also invites brands to release “mix-friendly” lines that encourage customization.

Key Success Factors of the Gen Z Fragrance Trend

• Social Media Education: Tutorials and influencer recommendations guide purchasing decisions.Brands that collaborate with creators have an advantage in trend-driven buying.

• Affordable Entry Points: Body mists and candles offer low-commitment ways to experiment.This allows Gen Z to build collections without the barrier of high-end perfume pricing.

• Novelty & Personalization: New drops, limited editions, and customizable options keep engagement high.Gen Z loves feeling like their fragrance choice is unique to them.

• Inclusive Marketing: Messaging that frames scent as genderless and mood-based resonates with Gen Z’s fluid identity culture.This makes the category more accessible and appealing to diverse buyers.

• Fast Product Development: Brands must move quickly to capitalize on viral moments.Waiting too long risks missing the peak of a trend.

Key Takeaway: Fragrance as Identity

For Gen Z, fragrance isn’t just about smelling good — it’s about telling the world who they are. They treat scent like a mood board, building their own combinations, following social trends, and embracing playful experimentation. This makes fragrance a powerful tool for self-expression and a must-watch category for brands that want to stay culturally relevant.

Core Trend: Experimental, Emotional Fragrance Play

The major shift is from passive fragrance consumption to active participation. Gen Z does not simply wear what they are sold; they remix, layer, and create new scent identities. This democratizes fragrance culture, once dominated by luxury perfume houses, and hands creative control back to consumers.

Description of the Trend: Smellmaxxing & Mood Matching

This trend blends experimentation with emotional wellness, positioning fragrance as a way to boost confidence, calmness, or energy. Gen Z’s openness to trying new combinations has made smellmaxxing a viral hobby that doubles as self-care. It turns a sensory ritual into a creative act that can be shared and celebrated online.

Key Characteristics of the Core Trend: Playful, Social, Sensory

• Highly Shareable: Scent layering routines often go viral on TikTok, sparking micro-trends.

• Mood-Oriented: Gen Z shops for how scents make them feel, not just how they smell.

• Fast Adoption Cycles: New scents and collections are tested quickly and either embraced or discarded.

• Blending of Categories: Scent is crossing from perfume into body care, hair care, home cleaning, and laundry products.

• Creative Control: Consumers are empowered to design their own “scent signature” daily.

Market and Cultural Signals Supporting the Trend: Scent Renaissance

• TikTok Beauty Boom: 34% of Gen Z buy personal care items weekly based on social media trends.

• Wellness Culture: Aromatherapy and mood-enhancing products tie into mental health conversations.

• Nostalgia Wave: Memory-evoking scents play into retro and comfort aesthetics that dominate youth culture.

• Gender Fluidity: Gen Z’s rejection of rigid gender norms creates space for unisex fragrances to thrive.

What is Consumer Motivation: Emotional Payoff & Creative Freedom

• Confidence Boost: Scents that make them feel attractive or empowered are prioritized.

• Nostalgia Connection: Childhood or seasonal smells are highly appealing.

• Customization Desire: They want to build a scent wardrobe and play with combinations daily.

What is Motivation Beyond the Trend: Cultural & Social Belonging

• Belonging: Following smellmaxxing trends makes them part of a digital community.

• Cultural Discovery: Scents like oud or exotic florals allow them to explore global cultures through fragrance.

• Aesthetic Signaling: Scent choices are part of a curated online persona.

Descriptions of Consumers: The Scent Creators

• Who Are They? Social media-savvy Gen Z, beauty enthusiasts, fragrance collectors.

• Age: 18–24 core, with some spillover into Millennials.

• Gender: Gender-fluid market, equally appealing to all identities.

• Income: Low- to mid-tier disposable income but willing to splurge on products that feel “worth it.”

• Lifestyle: Experimentation, online trend-following, frequent small purchases, value novelty over brand loyalty.

How the Trend Is Changing Consumer Behavior: From Signature to Collection

• Frequent Purchasing: More weekly buys driven by viral content.

• Higher Spend Across Categories: Home, personal care, and fashion fragrances converge.

• Increased Brand Switching: Willingness to try new brands that offer fun, mixable scents.

Implications of the Trend Across the Ecosystem: Scents as Culture Currency

• For Consumers: More choice, more creativity, more personal expression.

• For Brands: Huge opportunity for limited drops, collabs, and customizable product lines.

• For Retailers: Need to offer testers, discovery kits, and content-driven experiences to keep up with demand.

Strategic Forecast: The Next Year of Gen Z Fragrance

• More Mixable Lines: Brands will release modular collections designed for layering.

• Scent & Wellness Fusion: Mood-enhancing fragrances tied to mental health benefits.

• Digital-First Launches: TikTok-exclusive drops and AR scent discovery tools.

• Collaboration Culture: Crossovers with fashion, music, and pop culture for limited scents.

• Sustainability Demand: Eco-conscious packaging and refill systems will become more critical.

Areas of Innovation: Where Scent is Headed

• AI-Personalized Perfume: Digital quizzes and algorithms to create unique blends.

• Social Scent Challenges: Brands encouraging user-generated content through layering prompts.

• Interactive Sampling: VR/AR tech that simulates scent exploration online.

• Affordable Niche Fragrances: Luxury-style scents at mass-market price points.

• Memory-Based Scent Collections: Curations tied to seasons, cities, or shared cultural moments.

Summary of Trends

• Core Consumer Trend: Scent as Identity – Fragrance is a tool for mood expression and self-branding.

• Core Social Trend: Experimentation Culture – Gen Z thrives on remixing and personalization in all lifestyle areas.

• Core Strategy: Digital Discovery First – Brands must launch online-first campaigns and collaborate with influencers.

• Core Industry Trend: Fast Fragrance Cycle – Shorter trend lifecycles demand quicker product development.

• Core Consumer Motivation: Emotional Resonance – Scents that evoke feeling, memory, or empowerment are most valued.

Final Thought: “Gen Z is Rewriting the Scent Playbook”

Fragrance is no longer a static choice — it’s a dynamic, creative, and social experience. Gen Z’s love of smellmaxxing, mood-based selection, and online discovery is reshaping the beauty industry. Brands that embrace flexibility, personalization, and speed-to-market will win the loyalty of this experimental, emotionally-driven generation.

Source: https://www.getreading.co.uk/news/uk-world-news/gen-z-favourite-scents-tendendo-32465192