The Scent of Success: Perfume on TikTok and The Fragrance Renaissance

Are you on perfume on TikTok?

The fragrance industry is in the midst of a major renaissance, and it is all thanks to everyone’s favourite social media platform, TikTok. 

Since the pandemic, TikTok has become the go-to destination for all of Gen Z’s perfume and fragrance needs. Perfumes such as Cherry Red by Tom Ford and Missing Person by Phlur have become cult classics, selling out all over the world and selling for sometimes triple their retail price.

Yet, what exactly is perfume on TikTok? And, how did it become the marketing mammoth we know it to be today? 

Read on to find out more!

The Fragrance Boom 

The fragrance industry has been certifiably booming for the past several years. 

Since the pandemic, the perfume industry has grown exponentially. Prestige fragrance sales increased by 49% year over year in 2021, and mass fragrance sales increased by 45%. In 2019, fragrance sales equaled that in skin care for the first time in history. Amazingly, the global fragrance market is predicted to reach $47.6 billion by 2027, with spend per buyer rising 26%. 

Clearly, consumer desire to smell delicious is through the roof. Yet, why now? 

The pandemic brought with it a strong desire in consumers for luxury. Stuck at home gazing down the lens of their Zoom cameras, consumers all over the world sought out little pockets of luxury for themselves. 

For some, this was clothing. For many, this was perfume. 

@marissalanae1

Im a sucker for a musky skin-like fragrance! #phlurmissingperson #phlurfragrance #perfumereview #fragrancetiktok

♬ La vie en rose (Cover Edith Piaf) – 田东昱

Perfume quickly became the go-to luxury item for consumers with cash to spend. With Gen Z coming of age in the pandemic, perfume was an easy entry-level item for them to spend their first paychecks on. 

Where did they find these new products? TikTok.

In a perfect storm, TikTok was in its infancy when the pandemic hit. As such, with perfume on the rise, it quickly became the place for consumers to find their next signature scent. Thus, leading to the birth of perfume on Tok. 

What makes perfume so successful on TikTok? 

Perfume on TikTok is a bonafide marketing gold mine. 

The community is vast and passionate, with consumers searching every second for new scents, PR unboxings, recommendations and dupes. The attention that popular hashtags get within the community is astounding, with #perfume having 12 billion views alone and #perfumetok having 1.4 million posts. 

@perfumerism

So excited to take you guys along!💗🥛 @Valentino.Beauty @Valentino PRODUCTS USED @Armani beauty Luminous Silk Foundation @YSL Beauty All hrs concealer (PR) @Huda Beauty Powder @belif Aqua B*mb (PR) @NYX Professional Makeup Black eyeliner @Glossier Eyeshadow Palette @maccosmetics Mascara primer @Benefit Cosmetics Roller Lash Mascara @urban decay Hydromaniac Blush (PR) @QUEEN MUSIA Lipstick: Becky Sharp (PR) #perfumetiktok #valentino #anatomyofdreams #hotelcostes #florencepugh #grwm #perfume #fragrance

♬ Jazz Bossa Nova – TOKYO Lonesome Blue

With its incredible reach and high rates of engagement, perfume TikTok has driven perfume sales through the roof. In fact, in 2022 TikTok accounted for 45% of all social media-driven fragrance sales in the U.S.

The question remains, why TikTok? Why out of all the platforms available to them did Gen Z decide on TikTok for the fragrance renaissance? 

Ultimately, it boils down to the personable nature of the platform. 

Why perfume TikTok? 

As many marketers know, TikTok has a level of honesty and genuineness that translates to consumers. Influencers are able to speak directly to their followers in a candid manner that is hard to find on other social media platforms. 

Over the years, perfume influencers have gained immense followings for their detailed unboxing and try-on videos. Through this content, users are able to tune in and experience the scent and visuals of a perfume that may be far beyond their price range; allowing them access to a price locked item. 

The nature of TikTok’s trend funnel also lends itself well to the fragrance industry. TikTok’s trend funnel has created a range of exclusive perfumes. These perfumes have become sell-outs overnight, taking even the most niche of indie brands and turning them into global phenomena. The hard to get nature of these items makes them even more desirable to TikTok audiences, who scramble to get their hands on the viral perfume. 

@perfumerism

Replying to @xoxo.giaaa my top picks for the sephora sale!🌷🍎 #fruityflorals #fruityfloral #floralperfumes #fruityperfumes (Most wanted perfume) (Perfume recommendations)

♬ Walking Around – Instrumental Version – Eldar Kedem

Furthermore, TikTok’s love of aesthetics has been key in developing perfume on TikTok. The platform is home to hundreds of niche communities, all with their own aesthetic needs and desires. These aesthetics are incredibly tied to Gen Z’s person, who can define themselves by their “alt-grunge fairy core” aesthetic. It goes, therefore, that these niche aesthetics need equally niche perfumes. 

TikTok has blown the traditional one signature scent model out the window. In its place, it has ushered in a community who changes their perfume daily. One perfume for the days their aesthetic is more cool girl, and another for days they shy more woodland fairy. 

This has also brought niche and unique scents to the forefront of the industry. Gourmand scents, animal inspired perfumes, and more have become commonplace on perfume TikTok, pushing indie fragrance brands into the spotlight. 

Marketing and Perfume on TikTok

Ultimately, the age of perfume on TikTok calls for a whole new style of marketing for fragrance brands. 

Traditionally, perfume marketing was all about sex and status. Half-naked models in exotic locations was the formula, selling thousands of units a year. Nowadays however, the key to selling perfume is less celebrity and more influencer. 

@rudiberry

Replying to @krissybdavis should i reveal my other 2 in my top 3? 👀🍒 #lostcherry #tomfordlostcherry #tomfordfragrance #lostcherryperfume #perfume #winterperfume

♬ original sound – Rudi Berry 🍓

For a brand to truly connect with the Gen-Z perfume audience, they must cater to perfume on TikTok. Working with influencers such as @professorperfume (393.3K followers) and @perfumerism (492.2K followers) is the key to selling fragrances in the modern era. 

These influencers are able to connect with their vast audiences via try on hauls, aesthetic matching videos, and more; an avenue straight to the hearts of Gen Z. 

@professorperfume

cool girls run the world fr 🌎 #perfumetok #perfumetiktok #perfumerecs #perfumerecommendations

♬ original sound – Emelia | Professor Perfume 🫧

Another key to fragrance marketing in 2024 is Sephora. The beauty giant has become the place for Gen Z to purchase their fragrances. The store has started stocking even the smallest independent brands, in the hopes that they will be the next must get on perfume on TikTok. 

All in all, the perfume industry has been completely overhauled by TikTok. The platform has ushered in a new era of niche scents, championing independent brands, and influencer centric based marketing.

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