Beauty
Retail
7/2/25
Beauty Insights Report: Fragrance Trends Shaping 2025
report summary
As of May, 2025, fragrance is now the top-performing beauty category at Sephora, outpacing skincare, makeup, and hair in year-over-year growth. This momentum reflects broader shifts in where and how shoppers engage with the category and this report explores how consumers are navigating the fragrance space today.
Download our latest report to explore how the fragrance space is evolving—and how shoppers are driving the change.
This report uses 2025 transaction data to analyze how consumers are spending across Sephora, Amazon (1P + 3P), Ulta, and more. It highlights brand momentum, cross-category pairing behavior, and format trends that reflect how scent is being integrated into broader beauty routines.
What’s inside:
- Which retailers are gaining and losing fragrance share, including Amazon, Sephora, Ulta, and Macy’s
- Brand momentum shifts—Kayali, Sol de Janeiro, Lattafa, and Chanel’s Splendide launch
- How shoppers are pairing fragrance with other categories like lip care, blush, and body care
- The growing role of rollerballs and travel-size formats in fragrance discovery
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