How Influencers Changed Fragrance Marketing in 2024

Fragrance marketing has had a serious facelift in 2024. 

It is hard to believe that a mere five years ago, the majority of people owned one signature scent. 

That’s right, one perfume. 

Nowadays, consumers are far more likely to own an array of fragrances; one for night, one for day, one for each season, and one for every mood. What’s more, they are likely to layer these scents, spraying perfume over perfume to create their very own individual experience. 

The fragrance industry is in an outright boom, growing every day. The industry was named the fastest-growing headed into 2025, and the category of the year in 2024. 

The driving force behind this fragrance industry growth and change in fragrance industry trends? Influencers. 

Whilst fragrances may have once been for luxury brands and celebrities, influencers are populating the industry. With their close relationship with their fans and aspirational image, could influencers be the new face of fragrance? 

@addisonraefragrance

how do you want to feel today? #addisonrae #addisonraefragrance #chillaf #fragrancetok #scenttok #moodboostingscents #moodboosting

♬ Wednesday Night – GDA

FRAGRANCE MARKETING IN 2024: INFLUENCERS TAKE THE CENTRE STAGE

The way the modern consumer tackles fragrance is wholly unique. As such, fragrance marketing has greatly evolved.

Gone are the days of one signature scent, or one perfume purchase a year. Consumers are buying fragrances rapidly and wearing them as much as possible. Studies have shown that 73% of Millennial and Gen-Z consumers use more than three scents regularly and 69% actively layer their scents. 

Influencers after dominating beauty, fashion, lifestyle, and even food, have now set their eyes on fragrance. 

@charlidamelio

unbox @borndreamerbycd with me⭐️ shop now at @ultabeauty stores and ulta.com #borndreamer #ultabeauty

♬ original sound – charli d’amelio

Fragrance, when done correctly, can be far more than just a side hustle. Celebrity fragrances have famously shocked the market, with Ariana Grande’s products surpassing $1 billion in sales since 2015, and Britney Spears’ debut scent Curious reaching $100 million in sales in its first year on the market. 

When done right, fragrance is a lofty investment. Thus it follows that influencers are setting their sights on the industry, and not just to enter it, but run it.

Danielle Bernstein is one of the most recent influencers who have dipped their toes into the fragrance pool. The lifestyle and beauty creator worked with none other than Parlux to create her scent; a legendary perfume distributor who has worked with Paris Hilton and Billie Eilish to name a few. 

Fragrance and beauty content creator Funmi Monet has created a perfume brand as well and was even named a part of Sephora’s 2025 Accelerate Program. Jackie Aina began at Sephora with a line of candles and has since expanded into fragrance. 

Clearly, influencers are quickly populating the world of perfume. Even those that aren’t perfume markers themselves are still involved in the industry, through close-knit collaborations and takeovers. 

Whilst 2024 saw a boom in fragrances owned by influencers, this trend has been blooming since 2020, which saw stars such as Charli D’Amelio and Addison Rae enter the market. 

Yet, what makes influencers so successful as fragrance creators?

@scentshoppy

damn this is so good🫢 #perfume #smell #scent #her #women #woman

♬ Mysterious and sad BGM(1120058) – S and N

A key aspect of fragrance marketing is aspiration. 

Perfume can create a story, a lifestyle, and a dream. Content creators are giving celebrities a run for their money when it comes to aspirational lifestyles, persuading audiences to purchase any product just to be like them.

What’s more, influencers can take consumers along on the ride. Consumers don’t just want perfume, they want a perfume with a history, a backstory, a face, and an identity. Through their many social media channels, influencers can give consumers a backstage pass into the world of fragrance; ultimately enticing them to purchase the product when it is complete with minimal fragrance marketing.

However, becoming the founder of a fragrance line (or any company for that matter) isn’t all peaches and cream. 

Once an influencer signs on for the role, they often kiss goodbye influencing as they know it. They can no longer work with other fragrance brands, as this comes off as disingenuous, and consumers want authenticity more than anything. They need to fully embody that brand forever now. They can’t stray from the narrative that it created, as then it comes off as fake. They have to live by the rules they set. 

It is a massive undertaking. One that many influencers fail. 

HAVE INFLUENCERS PERMANENTLY ALTERED FRAGRANCE MARKETING?

@paulreactss

@Paul | Fragrance Influencer trying the new r.e.m cherry eclipse perfume by ariana grande #arianagrande #arianagrandeperfume #arianagrandeperfumes #rembyarianagrande #cloudbyarianagrande #cloudperfume #thankunextperfume #ultabeauty #greenscreen

♬ original sound – Paul | Fragrance Influencer

The question remains. Are we witnessing a mere fragrance boom? Or, can the industry sustain its upward trajectory? 

Ultimately, fragrance itself will always hold a place in consumer’s hearts. The popularity of perfume may rise and fall, consumers will go back to simply wearing one scent and forget what layering means. But, they will never stop buying perfume. 

What they will stop buying, is influencer perfume. 

What makes a perfume truly memorable is its ability to stand alone as a scent. To not be tied to Ariana Grand-centric fragrance marketing or promoted by Charli Damillio’s videos. A truly great perfume will outlast any platform that these creators may make. 

Whilst some influencers may have struck gold and crafted a genuinely wonderful scent, many have not taken the time or care to do so. Instead, they are stuck with tacky products that may sell out for a few months, but will inevitably be forgotten in the New Year. 

The key to fragrances and fragrance marketing is, as always, authenticity. Influencers who join the fragrance industry for the love of it, as avid scent fanatics, will surely stand the test of time. 

Those who join it as a way to make a quick buck will be forgotten as fast as they can say spritz. 

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