Spate-2026年香氛报告：核心趋势、品牌与香调 2026 FRAGRANCE REPORT KEY TRENDS,BRANDS,AND SCENTS

SPATE

FEBRUARY2026

2026FRAGRANCEREPORT:

KEYTRENDS,BRANDS,ANDSCENTS

2

FragranceIn2026IsNoLongerDiscoveredAtTheCounter—It’sDiscoveredOnline.

Consumersarelearninghowscentssmellbeforetheyevertrythem,guidedbycreators,searchbehavior,andsocialproofacrossplatforms.

Fromviralgourmandnotestorisinginterestinfragrancelayeringandcontext-specificscents,fragranceisbecomingaformofself-expressionandidentityratherthanasinglepurchase.TikTokdrivesdiscoveryandexperimentation,Googlecapturesintentandcomparison,andInstagramreinforcestaste,aesthetics,andvalidation.

Thisreportbreaksdownthefragrancetrends,notes,andbrandsgainingmomentumin2026,andshowshowconsumersmovefrominspirationtopurchaseacrossplatforms.UsingSpate’scross-platformdata,weuncovernotjustwhat’s

growing,butwhyit’sresonatingandwherebrandshaveroomtowin.

Getaheadofwhatconsumersaresearching,swiping,andsharing.BookafreetrialwithSpateforfast-movinginsightsacrossthefragrancelandscape.

Thankyou,

OlivierandYarden,co-foundersofSpate

3

METHODOLOGY

SpateisaninnovativedataplatformthathelpsusersdiscoveranddetecttrendsacrossGoogleSearch,TikTok,andInstagram.TheSpatedashboardanalyzesmorethan900billionsearchsignals,150millionTikTokposts,and50millionInstagrampostsworldwidetoanswerthreecrucialquestionsforthe

consumergoodsindustry:What’sthenextbigtrend?Who’sowningthespace?Andhowshouldyou

positionthetrend?

900billionsearchsignals,150

millionpostsonTikTok,and50

millionInstagramposts

ArtificialIntelligenceand

machinelearningto

identifyclusters

Trendsclassificationforinsightsandimplications

SPATE’SPROPRIETARYPOPULARITYINDEX

WHATISTHEPOPULARITYINDEX?

ThePopularityIndexcombinesdatafromdigitalplatforms—currentlyincluding

Google,TikTok,andInstagram—toshowhowpopularacategoryortrendis.

Forexample,lookingatthegraphontheright,thetrendfor“Toner”intheUSgrewby34.4%overthepastyear.

Theindexmeasureshow“Toner”

comparestoallotherbeautytrendsontheseplatforms.

Itadjustsforgrowthdifferencesoneachplatformtoaccuratelyreflecttheincreaseinpopularity.

--G-回

4

ThePopularityIndexfor“Toner”forGoogleSearches,TikTokView&InstagramPostintheUS.

SPATE,SPROPRlETARYPOPULARlTYlNDEX

5

WHYDOESITMATTER?

Whichtrendsdrivethe

mostengagement?

Howdotrendsdifferon

GoogIevs.TikTokvs.lnstagram?

What,stheoveraIItrend

heaIthacrosspIatforms?

Discoverthebeautytrendsgainingthemosttractionandshaping

consumerpreferences.

Understandwhichcategoriesand

brandsaremoreprominentonGoogleSearchversusTikTokandInstagram.

Getaholisticviewoftrendsacrossplatforms,empoweringbetter

strategicdecisions.

THE

FRAGRANCELANDSCAPE

6

FRAGRANCEISTHE#1BEAUTYCATEGORYBYYOYGROWTHINPOPULARITY

+18.4%

POPULARITYYOYGROWTH

+31.0%

PREDICTEDYOY

7

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCEISGROWINGACROSSPLATFORMS

31.3%

YoYgrowth

+21.6%

YoYgrowth

+8.5%

YoYgrowth

8

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCETRENDS

9

TOPFRAGRANCETRENDSBYPOPULARITYINCREASE

THETOPTRENDSDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

PopularityHowbigisIncrease

Trend

Indexthistrend?YoY↓YoY

cologne

167.9M

veryhighpopularity

18.9M

12.7%

arabianperfume

14.4M

highpopularity

5.5M

61.4%

gourmandfragrances

7.1M

highpopularity

3.3M

85.1%

vanillaperfume

15.1M

highpopularity

3.0M

24.4%

luxuryperfume

3.7M

highpopularity

2.1M

123.7%

hairperfume

3.5M

highpopularity

1.9M

114.7%

layeringfragrance

4.3M

highpopularity

1.7M

63.9%

perfumeoil

6.0M

highpopularity

1.7M

38.4%

bodymist

7.5M

highpopularity

1.4M

22.8%

perfumegiftsets

6.1M

highpopularity

1.0M

19.6%

10

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

TRENDSPOTLIGHT

VANILLAPERFUME

HIGHPOPULARITY

15.1MAVERAGEMONTHLYPOPULARITYSCORE

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTokvs.Instagram

+24.4%

POPULARITYYOYGROWTH

68.9%

TIKTOKSHARE

Popularityindex

IS

Vanillaisexperiencingstrongandsustainedgrowthinpopularityacrossplatforms,withTikTokplayingakeyroleinfuelingthismomentumandowning68.9%ofthetrend’spopularityshare.Thetrendalsoshowsahigh

cross-platformconvergencerate(70.1%),suggestingalignedgrowthtrajectoriesandsignalingstabilityalongsidecontinuedgrowthpotential.Atthesametime,vanillaperfumerepresentsacompellinginnovationspace,withampleroomfornewscentvariationsandunexpectedpairings.

11

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

TRENDSPOTLIGHT

VANILLAPERFUME

12

WHATARECONSUMERSSEARCHING?+22.8%

(YEAR-OVER-YEAR)

OVERVIEW

Search

Scents&NotesVolume↓

Search

BrandsVolume↓

kayali

6.5K

victoria’ssecret

4.7K

arianagrandefragrance

2.2K

bourbon

6.1K

coconut

3.3K

cinnamon

2.4K

Consumersareturningtothesearchplatformtodiscovervanilla-basedperfumes,withtopassociatednotesincludingbourbon,coconut,andcinnamon—highlightinginterestina

widerangeofvanillascentprofiles.This

createsanopportunityforbrandstoinnovatethroughuniquescentcompositionsand

unexpectednotepairingstofurtherexpandthetrend.

BrandssuchasKayali,Victoria’sSecret,and

ArianaGrandeFragranceareleadingthisspace,primarilythroughgourmand-leaning

fragranceprofiles.

TOPSEARCHQUERIES

Vanillaperfume

Vanillapowderperfume

Vanillaskinperfume

Vanillabourbonperfume

VictoriasecretvanillaperfumeVanillascentedperfume

Vanillawoodsperfume

Kayalivanilla28perfume

Warmvanillasugarperfume

/

Source:USSearch-fromJan2025toDec2025vs.Jan2024toDec2024;PopularityIndexGrowthYOY);Imagessource:

https://matiere-premiere.us/

,

https://www

.

VANILLAPERFUME

+23.9%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

TRENDSPOTLIGHT

13

OVERVIEW

ThemeViews↓

BrandHashtagsViews↓

#chocomusk

585.3K

#lattafa

340.8K

#bellavita

307.5K

#vanillagirl

2.8M

#vanillagirlaesthetic

1.2M

#summer

187.3K

OnTikTok,consumersareengagingwithhashtagslike#vanillagirland

#vanillagirlaesthetic,signalingthatvanilla

perfumeextendsbeyondafragrancetrendtobecomeacommunity,aesthetic,lifestyle,andevenapersonalitymarker.Intoprecentposts,creatorssharetheircurrentfavoritevanilla

perfumes,oftenshowcasinglayeringroutinesandreviewingdifferentoptionsandnote

profiles.

Trendingbrandedhashtagssuchas

#chocomuskand#lattafafurtherreflecttheriseofArabianfragranceswithinthisspace,

frequentlyemphasizingrich,gourmandscentprofiles.

Source:TikTokUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

TopPosts(byviews)

@mo.morgannn

@lamber_bamber@terreetaightme

VANILLAPERFUME

+97.9%

(YEAR-OVER-YEAR)

WHATARECONSUMERSENGAGINGWITH?

TRENDSPOTLIGHT

14

OVERVIEW

Consumersareincreasinglyturningto

Instagramforbothfragrancediscoveryandreviews,asreflectedbyrelatedhashtagssuchas#perfumereviewand#nicheperfumes.

Thereisalsogrowinginterestinvanilla

perfumeswithaluxuriousfeel,with#lattafaemergingasthetopbrandedhashtag—

highlightingdemandforhigh-end–smellingfragrancesatanaccessiblepricepoint.

Ontheplatform,creatorsaresharingtheir

latestfavoritescentsand,similartocontentonTikTok,showcasingfullfragrancelayering

routinesthatoftenbeginintheshower.

Source:InstagramUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

RelatedHashtagsLikes↓

#lattafa1.4K

BrandHashtagsLikes↓

#perfumereview

503.0

#nicheperfumes

495.0

#luxuryperfumes

245.8

TopPosts(bylikes)

@mwestmore

@endyiashennel@its_selfcareee

TOPFRAGRANCETRENDSBYPOPULARITYYOYGROWTH

THETOPTRENDSDRIVINGYEAR-OVER-YEARGROWTHINPOPULARITY

PopularityHowbigisIncrease

Trend

Indexthistrend?YoYYoY↓

masculinefragrance

603.9K

lowpopularity

467.7K

343.2%

whitefloralperfume

95.8K

lowpopularity

73.6K

330.6%

woodyperfume

138.6K

lowpopularity

98.3K

243.8%

marshmallowperfume

617.1K

lowpopularity

436.7K

242.1%

powderyperfume

85.5K

lowpopularity

57.4K

204.6%

bridalperfume

116.0K

lowpopularity

76.9K

196.5%

solidperfume

574.0K

lowpopularity

365.0K

174.6%

fragrancediscoveryset

272.5K

lowpopularity

172.7K

173.0%

tropicalperfume

125.2K

lowpopularity

79.2K

172.6%

hairfragrance

550.5K

lowpopularity

317.9K

136.7%

15

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

TRENDSPOTLIGHT

POPULARITYSHARE%:

ShareofUSGoogleSearch

vsTikTokvs

popularity..Instagram

MARSHMALLOWPERFUME

81.7%

TIKTOKSHARE

+242.1%

LOWPOPULARITY

617.1KAVERAGEMONTHLYPOPULARITYSCORE

POPULARITYYOYGROWTH

Popularityindex

IS

Despiteitsrelativelylowoverallpopularity,themarshmallowperfumetrendisshowingsteadyandrapidgrowthacrossplatforms.TikTokaccountsfor81.7%ofthetrend’spopularityshare,indicatingthatitistheprimary

platformdrivingdiscoveryandconversation.Thissurgeininterestcanbeattributedtoconsumers’ongoingfascinationwithgourmandfragrances,astheycontinuetoexperimentwithsweetnotesandunconventionalscentcombinations.

16

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

TRENDSPOTLIGHT

MARSHMALLOWPERFUME

WHATARECONSUMERSSEARCHING?+125.6%

(YEAR-OVER-YEAR)

OVERVIEW

Search

QuestionsVolume↓

Search

BrandsVolume↓

smelllike

140.0

best

110.0

dossier70.0

Onsearch,consumersarelookingforperfumetosmelllikemarshmallow,aswellasthebest

optionscurrentlyavailable—indicatingastrongopennesstodiscovery.Thisisfurtherreflectedintopsearchqueries,whicharelargelyunbranded

andfocusonvariationsofthescent,rangingfromtoastedmarshmallowtovanilla

marshmallow.

Dossieristheonlybrandsearchedalongsidethistrend,highlightinganopportunityforother

fragrancebrandstoentertheconversationandbuildvisibilityacrossplatforms,ratherthan

relyingsolelyonsocialmedia.

TOPSEARCHQUERIES

Marshmallowperfume

Floralmarshmallowperfume

Marshmallowscentedperfume

PerfumethatsmellslikemarshmallowsToastedmarshmallowperfume

Bestmarshmallowperfume

MarshmallowpumpkinlatteperfumePerfumeswithmarshmallownotes

Vanillamarshmallowperfume

Dossierperfumefloralmarshmallow

17

Source:USSearch-fromJan2025toDec2025vs.Jan2024toDec2024;PopularityIndexGrowthYOY);Imagesource:

https://dossier.co/

+272.8%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

TRENDSPOTLIGHT

MARSHMALLOWPERFUME

18

OVERVIEW

RelatedHashtagsViews↓

BrandHashtagsViews↓

#marshmallowblush

301.8K

#kayali

255.3K

#chocomusk

101.9K

#ad

1.1M

#perfumetiktok

381.4K

#fragrancetok

247.6K

OnTikTok,thistrendisheavilyfueledbypaidpartnerships,asreflectedbyitstoprelated

hashtag,#ad.Thatsaid,TikTok’sfragrance

community,oftenreferredtoas#perfumetiktokor#fragrancetok,alsoplaysasignificantroleinamplifyingthetrend.

LeadingbrandswithinthisspaceincludeParisCornerwithitsMarshmallowBlushfragrance,Kayali,andAlRehabforitsChocoMusk

perfume.AlRehabexpandedontheviralityofitschocolate-forwardChocoMuskscentbyintroducingamarshmallowvariation,

demonstratinghowbrandsarebuildingon

existingfragrancesuccesstotapintothistrend.

Source:TikTokUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

TopPosts(byviews)

@shoppingaddictdee

@marvibridges@carewithmi

+679.2%

(YEAR-OVER-YEAR)

WHATARECONSUMERSENGAGINGWITH?

TRENDSPOTLIGHT

MARSHMALLOWPERFUME

19

OVERVIEW

RelatedHashtagsLikes↓

BrandHashtagsLikes↓

#kayali82.3

#affordablefragrance351.8

OnInstagram,interestcentersonaffordablemarshmallowperfumeoptions,withtop

recentcontentfeaturingcreatorssharingtheirfavoritescentsandnear-identicaldupes,

whilebreakingdownnotesanddescribingwhateachfragranceisreminiscentof.

With#kayalicurrentlytheonlytrending

brandedhashtagassociatedwiththistrend,thereisaclearopportunityforotherbrandsto

promotetheirownmarshmallow

interpretationsonInstagram,inadditionto

TikTok.

Source:InstagramUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

TopPosts(bylikes)

@adriannemg

@unmprsd@itsthecentralpark

TRENDSPOTLIGHT

POPULARITYSHARE%:

ShareofUSGoogleSearch

vsTikTokvs

BRIDALPERFUME

popularity..Instagram

67.1%

GOOGLESEARCHSHARE

+196.5%

LOWPOPULARITY

116.0KAVERAGEMONTHLYPOPULARITYSCORE

POPULARITYYOYGROWTH

Popularityindex

Bridalperfumeisrapidlygrowinginpopularity,withGoogleSearchaccountingfor67.1%ofthetrend’spopularityshare.Thisreflectsconsumers’increasinginterestincontext-specificfragrancesandintentionalscentlayeringforkeylifemoments.Whilenotesandscentprofilesareacentralfocusofthetrend,socialmediacontentgoesastepfurther,withcreatorssharingdetailedbreakdownsoffragrancesalongsidethe“vibe”theyevokeandthetypeofweddingtheyarebestsuitedfor.

20

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

TRENDSPOTLIGHT

BRIDALPERFUME

WHATARECONSUMERSSEARCHING?+209.2%

(YEAR-OVER-YEAR)

OVERVIEW

Consumersareactivelysearchingnotonlyforbridalperfumes,butalsoforthebestbridalperfume—signalingbothstrongpurchaseintentandopennesstoproductdiscovery.

JoMaloneLondonappearsasthetop—andcurrentlyonly—brandwithinsearchqueriesrelatedtothistrend,highlightingaclear

opportunityforotherfragrancebrandsto

positionexistingscentsas

bridal-appropriateand/ordevelopdedicatedbridalcollections.

QuestionsSearchVolume↓

best390.0

TOPSEARCHQUERIES

Bridalperfume

Bestbridalperfume

JomalonebridalperfumeBridalperfumes

Elementsbridalperfume

Search

BrandsVolume↓

jomalonelondon140.0

21

Source:USSearch-fromJan2025toDec2025vs.Jan2024toDec2024;PopularityIndexGrowthYOY);Imagesource:

/

+144.5%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

TRENDSPOTLIGHT

BRIDALPERFUME

22

OVERVIEW

RelatedHashtagsViews↓

BrandHashtagsViews↓

#parfumdemarly

2.5K

#amouage

2.1K

#flowerbombextreme

636.0

#perfumetiktok

6.0K

#weddingperfume

5.4K

#perfumerecommendations

2.7K

Community-drivenhashtagssuchas

#perfumetiktokarefuelingthistrend,as

consumersdeepentheirknowledgeof

fragrances,notes,scentprofiles,andbrands.

Usersarealsoturningtotheplatformfor

recommendations—whethertheyareactivelyplanningtheirownweddingorsimply

interestedinbridalfragranceinspiration.Intoprecentcontent,creatorsarepersonalizing

theserecommendationsbypairingbridal

perfumeswithdifferenttypesofbridesand

weddingstyles,makingtheguidancefeelmoretailoredandrelatable.

Source:TikTokUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

TopPosts(byviews)

@jackieaina

@erinnicoletv

@kaitnicholexo

FRAGRANCENOTES&

SCENTS

23

TOPFRAGRANCENOTES&SCENTSBYPOPULARITYINCREASE

THETOPNOTESDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

PopularityIncrease

Trend

IndexYoY↓YoY

pistachio

540.8K

484.1K

852.5%

caramel

497.9K

440.3K

764.7%

honey

451.7K

412.0K

1.0K%

vanilla

2.1M

212.2K

11.3%

strawberry

178.7K

72.5K

68.3%

watermelon

42.3K

26.0K

158.5%

oud

166.3K

20.5K

14.0%

bergamot

28.8K

13.7K

90.4%

banana

15.1K

13.7K

999.0%

matcha

17.9K

11.4K

173.9%

24

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCE+

PISTACHIO

540.8K

AVGMONTHLYPOPULARITY

+852.5%

(YEAR-OVER-YEAR)

Onsearch,thistrendislargelydrivenbyParisCornerKhairPistachio,whileonsocialmedia,consumersaresharing

recommendationsandexperimentingwithlayeringcombinations.

TOPSEARCHQUERIES

PariscornerkhairpistachioPariscornerpistachio

PariscornerpistachiokhairKhairpistachiopariscorner

Pariscornerkhairpistachio

TOPHASHTAGS(TIKTOK)

#pistachio

#pistache

TOPHASHTAGS(INSTAGRAM)

#pistachio

TOPTIKTOKPOSTS

TOPINSTAGRAMPOSTS

(BYVIEWS)

(BYLIKES)

@est__2018

@paulreactss

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

@niyahhhhhb_

@aliyahmsantos

25

@crownedarian

FRAGRANCE+

MATCHA

17.9K

AVGMONTHLYPOPULARITY

+173.9%

(YEAR-OVER-YEAR)

LeLaboisgainingtractiononGoogleSearch,whileacrosssocialplatforms,creatorsarehighlightingmatchafragranceoptionsrangingfromgourmandinterpretationstofresh,earthyprofiles.

TOPTIKTOKPOSTS

(BYVIEWS)

TOPSEARCHQUERIES

Thematcha26

Matchaperfume

Lelabothematcha26Thematchaperfume

Thematcha26perfume

TOPINSTAGRAMPOSTS

(BYLIKES)

TOPHASHTAGS(TIKTOK)

#matcha

#matchalover

#matchatok

#thematcha

@thegourmandgirl

@cammyreviews

@loverlucylol

@authenticallyayana

@nectarnashville

@goldenaster

26

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCE+

OUD

166.3K

AVGMONTHLYPOPULARITY

+14.0%

(YEAR-OVER-YEAR)

Oudissparkingdebateacrosssocialmedia,withconsumerssharingmixedexperienceswhileprofessionalsoffereducationandintroducefresher,lighterinterpretations.OnGoogleSearch,consumersare

showingpurchaseintentandinterestinproductdiscovery.

TOPSEARCHQUERIES

Oudwooddossier.coTomfordoudwooddossier.co

Oudperfume

TomfordoudwoodcologneGucciintenseoud

Unisexwhiteoudhperfumeoil0.5ozfragrances

Oudispahan

Dioroudispahan

Amouroudunisexoudduiour

TOPTIKTOKPOSTS

TOPINSTAGRAMPOSTS

(BYVIEWS)

(BYLIKES)

@look_its_britt

@mrcologne76

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

@noeldeyzel_fragrance

@luckyscent

27

@mary.honkus

TOPFRAGRANCENOTES&SCENTSBYPOPULARITYYOYGROWTH

THETOPNOTESDRIVINGYEAR-OVER-YEARGROWTHINPOPULARITY

Increase

YoYYoY↓

TrendPopularityIndex

tahitianvanilla

6.0K

5.8K

2.6K%

clarysage

1.3K

1.2K

2.5K%

yuzu

1.7K

1.6K

1.2K%

guava

10.7K

9.9K

1.2K%

honey

451.7K

412.0K

1.0K%

banana

15.1K

13.7K

999.0%

pistachio

540.8K

484.1K

852.5%

caramel

497.9K

440.3K

764.7%

grannysmith

1.1K

1.0K

589.0%

osmanthus

1.7K

1.5K

520.3%

28

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCE+

10.7K

AVGMONTHLYPOPULARITY

+1.2K%

(YEAR-OVER-YEAR)

Withseveralbrandsappearingintopsearchqueries,thisfresher,fruitynoteisgainingattention.Onsocialmedia,

productrecommendationsareoftenpairedwithsuggestedlayeringcombinations.

29

GUAVA

TOPSEARCHQUERIES

TOPTIKTOKPOSTS

(BYVIEWS)

@sorayaskincares@plussizeandbossy

@ameeraharomas

GuavasorbetperfumeGuavaperfume

Pacificahawaiianrubyguava

Pacificahawaiianrubyguavamist

KorresguavaeaudecolognePacificahawaiianrubyguavaperfumereview

Pacificarubyguavaperfume

@aqua4me

TOPINSTAGRAMPOSTS

(BYLIKES)

@paolagrl1

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCE+

10.7K

AVGMONTHLYPOPULARITY

+1.2K%

(YEAR-OVER-YEAR)

Thisfloralnoteisgainingattentionacrossplatforms,withconsumersshowingstronginterestinproductdiscoveryandevenexploringbrandsfromothermarkets,suchastheChinesefragrancebrandToSummeronTikTok.

@christineekwan

@maryjxa

@isabelle_moser

@wren.rouge

OSMANTHUS

TOPSEARCHQUERIES

Osmanthusperfume

Osmanthusinperfume

Perfumewithosmanthus

AteliercologneloveosmanthusAcquadiparmaosmanthus

eaudeparfum3.4floz

Loveosmanthus

Yvesrochernaturelle

osmanthuseaudetoiletteLoveosmanthuscologne

TOPTIKTOKPOSTS

TOPINSTAGRAMPOSTS

(BYVIEWS)

(BYTOTALLIKES)

30

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

FRAGRANCEBRANDS

31

TOPFRAGRANCEBRANDSBYPOPULARITYINCREASE

THETOPBRANDSDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

PopularityIncrease

Brand

IndexYoY↓YoY

lattafa

17.9M

6.0M

50.5%

yslbeauty

26.2M

5.2M

24.5%

sttes

5.4M

5.1M

1.8K%

bellavitaluxury

5.4M

4.9M

1.0K%

valentinobeauty

22.0M

4.8M

28.1%

maisonfranciskurkdjian

17.1M

3.9M

29.7%

oakcha

6.1M

3.3M

116.6%

chanelbeauty

18.8M

3.1M

19.8%

al-rehab

7.0M

2.9M

71.1%

burberrybeauty

14.6M

2.5M

20.7%

32

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

BRANDSPOTLIGHT

OAKCHA

POPULARITYSHARE%:

ShareofUSGoogleSearch

popularityvs.TikTokvs.Instagram

76.8%

TIKTOKSHARE

+146.5%

VERYHIGHPOPULARITY

25.1MAVERAGEMONTHLYPOPULARITYSCORE

POPULARITYYOYGROWTH

Popularityindex

IS

Oakchaisshowingconsistentgrowthacrossplatforms,with+146.5%year-over-yeargrowthandaveryhigh

popularity.ThismomentumisprimarilydrivenbyTikTok,whichaccountsfor76.8%ofthetrend’spopularityshare.

Ontheplatform,thehashtag#adisgenerating1.6Maverageweeklyviews,reflectingastrongrelianceonpaidpartnershipstofuelvisibilityandreach.

SOURCE:PINTEREST

33

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

SOURCE:PINTEREST

BRANDSPOTLIGHT

OAKCHA

WHATARECONSUMERSSEARCHING?+8.7%

(YEAR-OVER-YEAR)

OVERVIEW

Purchases

SearchVolume↓

review

2.9K

discounts

1.9K

sales

1.8K

Search

QuestionsVolume↓

vs

670.0

where

390.0

best

180.0

ConsumersareturningtoGoogleSearchtolookforreviewsanddiscountcodes,indicatingtheyarealreadyinthepurchase-intentphase—

possiblyafterinitialdiscoveryonTikTok.

Similarly,usersaresearchingtounderstandhowOakchacomparestoalternatives,withqueries

suchasoakchavsdossier,aswellaswheretobuythebrandandwhichproductstochoose.This

behaviorsuggestsconsumersareincreasinglyopentopurchasingfragrancestheyhavenotpreviouslytriedorsmelled,particularlywhenproductsaremoreaffordableandvalidated

throughsocialmediaexposure.

Oakchasweven

TOPSEARCHQUERIES

Oakcha

Oakchaperfume

OakchadiscountcodeOakchareviews

Oakchasweetaddict

Doesoakchaeverhavesalesreddit

DoesoakchaeverhavesalesOakchacouponcode

Oakchathatgirl

34

Source:USSearch-fromJan2025toDec2025vs.Jan2024toDec2024;PopularityIndexGrowthYOY);Imagessource:

/

SOURCE:PINTEREST

+268.9%

(YEAR-OVER-YEAR)

WHATARECONSUMERSVIEWING?

BRANDSPOTLIGHT

OAKCHA

35

OVERVIEW

ComparisonvideosfeaturingOakchaalongsideotherbrandsandfragrancesareperformingwellonsocialplatforms,oftenusinghashtagssuchas

#fragrancedupeand#perfumedupe.WhileOakcha’swebsitehighlightsthedesignerfragrancesthat

inspireeachcreation,recentlauncheshavealsoincludedoriginal,brand-ownedscents.

Notesandscentprofilesfuelingthisbrandinclude

#vanilla,#watermelon,and#strawberry,reflectingstronginterestinsweetandgourmandfragrances.Toprecentcontentfeaturescreatorsreviewing

products,drawingcomparisonstowell-knownscents,andsharingdiscovery-focusedvideosthatbreakdownfragrancenotesandprofiles.

Source:TikTokUS-dataendingJanuary2026(PopularityIndexGrowthYOY)

Scents&Notes

Views↓

#vanilla

21.8K

#watermelon

4.8K

#strawberry

1.7K

DupesViews↓

#fragrancedupe

259.7K

#perfumedupe

128.6K

#dupes

117.6K

TopPosts(byviews)

@danielrenemusic

@danielrenemusic

@katieeeemancebo

TOPFRAGRANCEBRANDSBYPOPULARITYYOYGROWTH

THETOPBRANDSDRIVINGYEAR-OVER-YEARGROWTHINPOPULARITY

Increase

YoYYoY↓

BrandPopularityIndex

vikingrevolution

225.5K

225.4K

>40K%

daisebeauty

248.1K

248.1K

>40K%

evereden

30.9K

30.9K

>40K%

arabiyatprestige

1.3M

1.3M

15.6K%

cyklar

399.5K

396.5K

13.5K%

luniche

50.4K

49.3K

4.3K%

gulforchid

184.4K

178.3K

2.9K%

mischiefacademy

37.3K

35.5K

1.9K%

miumiu

706.7K

669.8K

1.8K%

sttes

5.4M

5.1M

1.8K%

36

Source:Google,TikTok,InstagramUS-fromJan2025toDec2025vs.Jan2024toDec2024

Popularityindex

BRANDSPOTLIGHT

popularity..Instagram

POPULARITYSHARE%:

ShareofUSGoogleSearch

vsTikTokvs

ARABIYATPRESTIGE

+15.6K%

POPULARITYYOYGROWTH

59.5%

GOOGLESEARCHSHARE

MEDIUMPOPULARITY

3.1MAVERAGEMONTHLYPOPULARITYSCORE

InterestinArabiyatPrestige

NylaandMarwaspiked,

withTikTokhelpingextend

discoverybeyondsearch.

SOURCE:PINTEREST

IS

Withmediumoverallpopularity—andthereforemoderateconsumerawareness—ArabiyatPrestigecontinuestogrowfollowingaspikeinGoogleSearchinterestinApril.