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Storytelling and gourmand scents dominate perfume, cologne and mist trends.
December 10, 2024
By: Melissa Meisel
Outside of gifting with sets, holiday shoppers seek new as well as favorite scents to change up the mood for cooler weather or for festive occasions.
Gourmands, more generally, are the biggest emerging fragrance category on TikTok, according to recent research from Luxoni Beauty. Other brands are also introducing vanilla-based scents to their collections, reflecting the rise of this trend.
We asked Myiesha Sewell, beauty director of Sephora, New York, about holiday fragrance trends and what to look out for next year.
Happi: What are the top trends in fragrance for Holiday 2024 and why?
Myiesha Sewell: Gourmands remain extremely popular, and they are becoming increasingly more unique. Phlur’s Strawberry Letter Eau de Parfum; $29-99 combines strawberry and apple notes with tonka bean and amber. Additionally, classic scents like Margiela Replica By the Fireplace Eau de Toilette; $35-165 which evoke warm, sultry holiday cabin vibes with vanilla, clove and chestnuts, never go out of style.
Happi: What are consumers looking for in their fragrance purchases?
MS: In my opinion, a good story—whether it is fantastical and aspirational or resonates closely with real-life experiences—is essential. For example, Phlur’s Missing Person Eau de Parfum; $29-99 is relatable to many, as the fragrance encapsulates loneliness felt after a divorce. While divorce isn’t something we’ve all felt, loss is. The comforting and familiar white musk notes are about missing a person who was once close to you. Although this may be heavy, a fragrance that can make me feel raw emotion is an instant hit for me.
On a practical note, longevity and quality ingredients ensure clients are getting their money’s worth.
Happi: What’s the “next big thing” in fragrance for 2025?
MS: Perfume brands by Black founders, including World of Chris Collins, Brown Girl Jane, Forvr Mood by Jackie Aina and Fenty Beauty by Rihanna have unique perspectives, including stories that were never told. Storytelling associated with fragrance is almost as important as the fragrance notes, as it solidifies my connection and love for the scent. Whether it’s Chris Collins regaling us with the story of Josephine Baker via Danse Sauvage Eau de Parfum; $50-175 or Brown Girl Jane transporting you to festival season with Carnivale Eau de Parfum; $30-102 – this is the first time in history Black stories are coming to life in the fine fragrance industry.
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