Multifaceted fragrances
- alexandrabibaut
- Jan 2
- 1 min read
Circana LLC reports that 39% of EU consumers changed their purchasing behaviour in 2024 – rising to 55% among 18–34-year-olds – with an explosion in scented body mists, a notable growth in alcohol-free fragrances, and the emergence of solid formats. A Spate analysis also revealed that, between March 2024 and February 2025, fragrances displayed the strongest growth in the overall beauty market, followed by hair care. Do these results reflect fads or rather a lasting societal revolution marked by a structural transformation of expectations and uses?
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