Fragrance Trends Fall 2025: Shifting Channels, Evolving Shoppers, and Premium Growth
Download our latest report for a breakdown of the U.S. fragrance market in 2025 — highlighting retailer trends, brand performance, pricing dynamics, and evolving shopper behavior.
Fragrance continues to stand out as one of beauty’s most dynamic categories, driven by channel diversification, rising luxury share, and an increasingly competitive brand mix. This report explores how major retailers like Sephora, Ulta, and Amazon are shaping category momentum, which brands are leading performance, and how consumer purchasing patterns are evolving across price tiers and product formats.
What’s in the Report
Amazon’s growing influence and specialty retail momentum
Luxury growth as higher-priced fragrances gain share
Shopper trends reshaping brand loyalty at Sephora and Ulta
Top-selling SKUs driving performance across emerging and prestige brands
