Perfumery established itself as the star category in the beauty business in 2025. According to Circana, between January and September, the U.S. market generated $6 billion in sales, while new launches grew by 50% year on year, reaching $445 million. In prestige, fragrance already accounts for 24% of sales and drives 37% of value growth, with revenue rising faster than unit sales (6% vs 4%), reflecting an increase in average prices.
This momentum is driven by the growing relevance of "emotional luxury" in a context of economic uncertainty. Circana describes this phenomenon as a Fragrance Index, whereby perfume sales tend to increase when the economy slows down (similar to the well-known "lipstick effect"). It also links this growth to a wave of innovation that is reshaping consumer habits.
