TikTok redefines the fragrance market

According to the ScentRadar report by OnScent (March 2026), TikTok is establishing itself as a key growth channel for fragrance. Sales via TikTok Shop could exceed $500 m (about €427 m) per year, driven by creators who directly influence purchasing decisions. The study also highlights the role of online communities, particularly Reddit, in the emergence of new trends. Artificial intelligence can now be used to harness this data and accelerate product development.