Fragrance registered the steepest sales growth of any beauty category in 2024. In the first nine months of the year, market research firm Circana’s sales estimates show it up 14% in prestige and 2% in mass. As “fragheads” or “scentellectuals” continue to cultivate their relationship with fragrance and newcomers are introduced to the category, fragrance industry prognosticators predict 2025 will be another strong year for it. Market research firm Euromonitor International expects 10.8% growth in mass fragrance and 12.2% growth in prestige fragrance.
Diving deeper into the shifts shaping the fragrance category, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 15 fragrance brand founders and executives the following: What fragrance trends will rise this year? What fragrance trends will be over?
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Keta Burke-Williams Founder, Ourside For better or worse in 2025, we will continue to see companies from various categories launching fragrances. I'm excited about more brands entering the fragrance world, and my hope is that they do so intentionally through strategic partnerships with brands who have fragrance in their DNA and with careful, thoughtful formulation.
We've seen more diverse representation in fragrance campaigns, and I hope we continue to see meaningful progress with increased representation across the entire industry, from the makers and creators to the leadership and decision-makers.
Cherry has had its moment in the fragrance spotlight. I predict in 2025 we will likely see a shift towards more complex, nuanced gourmand notes. Where cherry is playful and trending currently, we'll see a move towards more inventive gourmand interpretations that offer depth beyond a single-note novelty.
- Malena Higuera CEO, Noyz
Fragrance Trends Rising In 2025
In 2025, we’ll see several exciting shifts in fragrance that reflect cultural and consumer-driven changes:
- Gourmand Redefined: Sweet, edible-inspired fragrances remain popular but are evolving. Instead of straightforward candy-like sweetness, perfumers are leaning into complex, indulgent notes like ambroxan, cedarwood and vanilla. These scents feel sophisticated and comforting without being overpowering.
- Floral Fragrances: Florals will continue to evolve into bold, unexpected combinations. Notes like jasmine will be reimagined with fresh, green, or mineral accords, offering a contemporary twist. Hybrid scents blending florals with smoky or leathery tones will also gain popularity.
- Solid Fragrance Formats: Convenient, portable and perfect for reapplication throughout the day, solid fragrances are becoming a must-have. These travel-friendly options are ideal for busy lifestyles, offering a chic, eco-conscious alternative to traditional sprays.
- Body and Hair Fragrances: As beauty routines become more holistic, body and hair fragrances are gaining traction. These multifunctional products add a layer of personal expression, bridging skincare, haircare and fragrance in an effortless, everyday way.
- Community-Driven Marketing: In fragrance, building a sense of community has become essential to marketing and branding. Successful brands will focus on creating real-life and digital experiences that foster connection and loyalty, allowing for two-way communication with their audiences. These efforts make consumers feel like co-creators, deepening their emotional ties to the brand.
- Genderless Scents as the Norm: The unisex fragrance trend has gone from a niche movement to an industry standard. Driven by gen Z’s preference for inclusivity and the rejection of rigid gender norms, we’ll continue to see scents that harmoniously balance masculine and feminine notes, offering multifaceted olfactory experiences.
- Sustainability as a Standard: Beyond scent profiles, 2025 will see sustainability integrated into every facet of fragrance, from ingredients to packaging. Consumers are seeking transparency and ethical practices, and brands must deliver on these expectations to remain relevant.
Fragrance Trends Over In 2025
- Overly Literal Gourmands: While gourmand fragrances will continue to thrive, the overly sugary, one-dimensional candy-like scents are on their way out. We believe more consumers will crave complexity and depth, preferring fragrances that evoke indulgence without being cloying.
- Single Note Minimalism: The trend of single-note or overly simplistic fragrances is being replaced by more layered and nuanced compositions. People want their scents to tell a story, with intricate blends that unfold throughout the day. This will also mean we will see more layering and personalization. It’s such a great time to experiment with fragrance.
- Flashy Packaging without Substance: Consumers are becoming increasingly savvy, prioritizing what’s inside the bottle over external embellishments. Packaging still matters, but it must align with the brand’s ethos of authenticity and quality.
- November Nichols Founder, Chémin
As fragrance continues to evolve as both an art form and an expression of identity, the trends shaping 2025 are all about authenticity, individuality and a deep connection to both personal and global stories. Here’s what I predicts will rise to the top of the fragrance world—and what’s gracefully making its exit.
Fragrance Trends On The Rise In 2025
- Hyper-Personalization
Gone are the days of mass-market fragrances being the only option. In 2025, consumers want their scent to feel as unique as they are. From scent layering to bespoke blending sessions and customized refills, consumers are leaning into the idea of a scent that reflects their individuality, mood, and even life events. At Chémin, we see this as the ultimate celebration of self-expression and creativity. - Skin Chemistry-Driven Fragrances
2025 is all about "you but better" scents. Consumers are gravitating toward fragrances that react uniquely with their skin chemistry, creating a personal olfactory story. These scents are intimate, never overpowering, and evolve throughout the day in ways that are as unique as the wearer. - Sustainability and Conscious Luxury
In an era where sustainability isn’t just a preference but a requirement, customers are demanding ethical sourcing, refillable bottles and transparent ingredient lists. They want luxury with a conscience—fragrances that tell a story not just of scent, but of care for the planet. This isn’t just a trend, it’s a movement, and it’s here to stay. - Fragrance as Wellness
The line between fragrance and wellness continues to blur in 2025. From grounding scents that reduce stress to energizing blends that start your day with a boost, consumers are embracing fragrances not just for how they smell but for how they make them feel. It’s an exciting time for innovation in functional fragrance. - Genderless Scent Profiles
The fragrance industry is finally embracing a future beyond traditional gender labels. In 2025, it’s not about “for him” or “for her,” it’s about finding a scent that resonates with you. This freedom to explore creates space for boundary-pushing blends that challenge conventions and redefine what a fragrance can be.
Fragrance Trends Making An Exit
- Overly Synthetic Scents
Fragrances that feel overly artificial or harsh are being replaced by compositions that feel natural and nuanced. Consumers are moving toward scents that evoke authenticity, whether through sustainably sourced naturals or innovative, skin-friendly synthetics. - One-Size-Fits-All Celebrity Fragrances
While we love a good celebrity scent, the era of cookie-cutter celebrity fragrances seems to be fading. Consumers now expect authenticity and a story behind their scent, making brands with depth and artistry more appealing than quick, commercialized launches. - Overcomplicated Scent Pyramids
Simplicity is making a comeback. Fragrances with clear, focused compositions are resonating more with consumers who want a scent that makes an immediate impression rather than one that feels overly busy or muddled. - Massive Flanker Releases
Launching endless flankers of the same fragrance is losing its charm. Customers are growing weary of seeing the same scent repackaged with minor tweaks. In 2025, brands will focus on creating new, fresh ideas rather than overextending existing concepts. - Single Note Dominance
Fragrances that lean too heavily into a single note without offering balance or complexity are losing favor. Consumers are seeking depth and artistry, blends that surprise and evolve rather than deliver a one-dimensional experience.
- Hyper-Personalization
- Brice Kadari VP, Brand Lead, Le Monde Gourmand
Vanilla fragrances are here to stay, but as the market becomes saturated with vanilla-forward fragrances, consumers will look for new gourmand notes.
While shoppers are still craving that comfort and “nuzzle” factor, chocolate and cacao notes will be highlighted to bring out a darker and richer side of gourmand. Cacao is a versatile note as it plays well with creamy nuances, but can also be elevated when paired with savory and/or spicy notes.
In a similar way, we are expecting tea notes to have a moment in 2025. They can be used as an expression of “clean,” but also can have cues tied to comfort, health and wellness, overarching themes the consumer is looking for in their daily life.
- Lauralynn Pacini Director of Product Innovation, Skylar
The fragrance industry in 2025 will be defined by creativity, individuality and deeper sensory experiences. Gourmands reimagined will continue to dominate as consumers gravitate toward delectable, food-inspired scents. Vanilla will remain a key player, but perfumers will innovate with nuanced and sophisticated gourmand notes to satisfy the demand for unique, delicious fragrances.
Expecting the unexpected is another trend on the rise, driven by consumers’ desire for individuality. Modern technology now enables the extraction of unexpected scents like burnt steak or tropical fruit, transforming them into fragrance molecules and opening up endless possibilities for daring combinations.
Another emerging theme is the synergy between flavors and fragrance, where culinary trends inspire perfumery like never before. Advancements in technology will deepen this connection, allowing fragrances to deliver multi-sensory experiences that blend taste and smell. Meanwhile, Middle Eastern and A-Beauty influences will take center stage, introducing rich, exotic notes like oud, saffron and deep woods, reflecting the global fascination with these evocative, travel-inspired scents.
The growing emphasis on clean as the standard underscores the shift to transparency and sustainability, making clean formulations an industry norm. Lastly, limited-edition mania will thrive as FOMO drives consumer interest, with brands releasing short-run, collectible scents to keep engagement high.
Emerging scent notes to watch in 2025 include rice, which brings a comforting, complex softness to compositions; yuzu, offering a zesty, invigorating freshness that redefines the citrus category; and teas, which add a versatile elegance to fragrances. Milk accords, known for their creamy, second-skin quality, will evolve with new layers of sophistication.
Spices like saffron, clove and cardamom will rise in prominence, driven by A-Beauty and Middle Eastern influences. Finally, rose, a timeless classic, will lean into its romantic roots and lead the floral category in a significant way, captivating audiences with its enduring charm.
In contrast, some trends from 2024 are expected to wane in 2025. The industry is moving away from overconsumption, with brands focusing on fewer, more intentional launches instead of flooding the market. This approach ensures that each release resonates more deeply with consumers and aligns with sustainability goals.
Similarly, the trend of standalone fragrance launches by non-fragrance brands is likely to decline. As the market becomes saturated, beauty brands will pivot toward collaborations with established fragrance houses to create more cohesive, high-quality offerings, rather than attempting to produce standalone fragrances. These shifts reflect a maturing industry that values quality, thoughtfulness and consumer connection over sheer quantity.
- Kelly Kussman Founder and CEO, Cayla Gray
Fragrances Trends Rising In 2025
1. Rewarding customers more than influencers with gifting
I think there will be a shift to a more customer-focused strategy this year versus spending exorbitant amounts of money on paid influencer trips, gifting suites and mailers. Customers are starting to recognize that not all influencers are actually using the product they are promoting, but they, as customers, are. A brand’s customers are its best influencers and should be valued the same, if not more. At Cayla Gray, we started sending product boxes to our top customers before every launch and throughout the year as a way to say thank you.
2. More personalized customer service
In today’s saturated beauty market, personalization is going to become an even more crucial differentiator for brands, especially when it comes to customer service. Customers increasingly want to feel seen and heard. Creating personalized services like a tailored rewards program, amping up humanized one-on-one customer service versus a bot responder or sending thoughtful, personalized notes will go even further going forward. Hearing from and responding to your customers and giving them a more personal experience is more important than ever.
3. Increased ingredient transparency
With increased consumer awareness of ingredients, I think we will continue to see more and more demand for transparency in the ingredients in their products, including (and especially) fragrance. This trend is likely to accelerate next year due to potential regulatory shifts with the incoming administration.
Fragrance Trends Over In 2025
1. Massive spending on influencers
The trend of massive spending on influencers is on the decline. Today’s customers are becoming increasingly savvy and conscious, and value authenticity. They are recognizing that not all of the product recommendations are genuine and not actually being used by the influencer. They want to see recommendations from actual product users, whose opinions they can trust more. I think there will be a significant shift towards strategies that prioritize organic reach versus paid partnerships with major influencers.
2. Large-scale funding
The era of large-scale funding in the beauty industry is seeing a downturn, leading to many beauty brands ceasing operations. In response, small business owners are increasingly compelled to innovate and get scrappy with their funding strategies and options.
- Emilie Mascarell Founder, Maison Mascarell
Because fragrance remains the fastest-growing prestige beauty category, I expect more prestige beauty brands to enter the space as they look to tap into that momentum. On the scent side, I think we'll see gourmands become more nuanced and sophisticated, while nostalgic classics and reinvented fruity notes could gain more traction. I also expect long-lasting fragrances to stay in high demand, and niche brands to keep resonating with millennials and gen Z, who are drawn to unique, personal expressions of scent.
From a brand perspective, 2025 feels a bit unpredictable. With TikTok’s uncertain future, discovery might get more challenging. Brands may need to rethink their approach, exploring platforms like YouTube or Reddit to stay connected with fragrance communities. Rising costs due to tariffs and inflation are also something to watch as they could impact sourcing and pricing, making it even more important for brands to stay flexible while keeping quality and value top of mind.
- Faye Harris Co-Founder and CMO, Eauso Vert
In 2024, fruit and other edible gourmand notes were incredibly popular such as pistachio, which had the greatest year-over-year search growth on Google within the personal fragrance category, with 180,000 weekly views of #pistachioperfume alone.
We see this gourmand ingredient group evolving into other savory and nut-based fragrances in 2025, moving beyond anything overly sweet to using these fragrances in complex gourmands that are balanced and layered for a different kind of scent delivery, perhaps even with a bitter edge. Richer notes such as ouds and woods will be explored with more nuanced and lighter formulations that offer more variety in this category.
We’re also going to be seeing a lot of heritage-inspired fragrances, with individual ingredient stories and even entire lines built around celebrating the heritage and cultures of the founders behind them, intentionally working with ingredients native to certain regions and bringing traditions to the forefront.
We’re seeing this with brands like Elorea focusing on the founders’ Korean heritage, and Gabar’s scents inspired by their Southeast Asian heritage, D’Annam’s fragrance Vietnamese Coffee honoring Vietnam’s iconic drink Cà Phê Sữa Đá, and Eauso Vert’s Latin-inspired scent collection named Herencia, Spanish for “heritage,” that celebrates our co-founder’s rich culture, reimagining traditional views and representation within the luxury fragrance space.
In terms of behind-the-scenes for business, given the new presidency, we’ve learnt that the U.S. government will be doubling down on tariffs, which will affect any imports coming from certain regions, which could ultimately affect a brand’s COGs depending on where their components are being sourced. This could end up with brands having to increase their prices to cover the rising costs if unable to source these goods within the U.S. It could potentially mean a lot of shifting within a brand’s supply chain.
- Ashlee Posner Founder, Lucent Labs and State of Change
As Lucent Labs heads into 2025, we could not be more excited about where fragrance is going. We live and breathe ingredient safety and transparency and believe 2025 marks a turning point as the fragrance industry embraces safer formulations, validated certifications and innovative approaches to meet the demands of informed, health-conscious consumers.
Trends Shaping Fragrance in 2025
Fragrance Learning from Fashion
Fragrance is taking a page from fashion with limited-edition collections, exclusive collaborations and “drops” redefining the category. Starting in 2024, with Dove x Crumbl or Sol de Janeiro’s limited-edition releases, this approach will expand dramatically in 2025. These launches create buzz and urgency, offering brands one of the most efficient paths to newness.Gen Z Driving Growth with Affordable Luxury and Skin Sensitivity
Gen Z’s cologne and perfume spend has surged 60.7% year-over-year, according to NIQ, driving demand for accessible luxury. Smaller sizes and price points under $100 will remain critical to capturing this market. Known as the “sensitive-skin” generation, gen Z is shifting the focus away from “natural” ingredients to safe, skin-friendly synthetics, reshaping the fragrance landscape with an emphasis on safety and performance.Safer Ingredients at Scale
Growing awareness of endocrine disruptors, carcinogens and reprotoxins is pushing manufacturers to adopt safer formulation practices. "Validated-safe" certifications are emerging as a key differentiator, enabling leading brands to demonstrate their commitment to consumer safety and gain a competitive edge in an increasingly informed marketplace.Digital Development Models Supporting Safety and Speed
The future of fragrance manufacturing lies at the intersection of safety and innovation. Hybrid digital development models are transforming how products are created, from safer formulations to aligning with consumer preferences. Tools that integrate technology with sustainability initiatives streamline workflows, reduce development costs and accelerate speed to market while supporting eco-conscious goals.Trends Left Behind in 2024
Natural = Safe
With many natural ingredients containing allergens and the rise in sensitive skin concerns, consumers are moving toward validated-safe synthetics. This shift prioritizes safety, reduces irritation, and aligns with sustainability efforts.From Notes to Moods
Limited ingredient disclosure has left many consumers unsure about traditional fragrance notes, prompting brands to focus on mood and emotion instead. Fragrances are being marketed as experiences—offering feelings like “calm,” “energizing,” or “grounding”—making them more meaningful and accessible.“Clean” Without Clarity
“Clean” lacks value and fragrance brands are shifting toward transparency and scientific validation to support product claims. Consumers now demand detailed ingredient disclosures and brands are moving away from superficial marketing and safety certifications to earn trust and loyalty.- Audrey Gruss Founder, Hope Fragrances
I see three key trends going into 2025 in the fragrance industry: The continuation of gourmand notes in formulations, an increase in the unisex category and larger offerings of smaller sizes.
In 2024, I was particularly attracted to some of the gourmand perfumes that were launched and became bestsellers in the industry. Some of these gourmands included notes such as pear, orange and cherry paired with amberish or floral flavors. These perfumes were not like the fruity perfumes we grew up with. They are youthful, with an air of fun and mystery. Perfumes such as Jo Malone’s English Pear and Sweet Pea and Kilian’s Playing with the Devil both played on this duality of sweet but sophisticated.
As we turn the page onto a new year, I think the fragrance category will make leaps and bounds in terms of new development, partly because the consumer is increasingly seeking comfort through scents. The gourmands will continue to be trendy in the formulation of prestige fragrances, but we might see exotic ingredients like lychee, passion fruit and rambutan used more prevalently in new formulations.
Second, unisex and gender-ambiguous fragrances will continue to gain in popularity. This year, we will see combinations of citrus notes and other refreshing flavors like aquatic and green aromatics that capture the feeling of an active lifestyle and the energy of the outdoors. This trend is strongly influenced by younger generations of men and women who blur the lines on gender rules and conformity.
Lastly, as brands continue to push boundaries with innovation, the consumer will be presented with many amazing trial options when it comes to prestige fragrances. The idea of bottling a scent in smaller packaging will continue to gain in popularity as consumers will want to try more fragrances compared to just one or two.
Who wouldn’t want to have five small fragrances instead of one large one? Discovery sets, travel sizes and minis will not only be used as trial, but also to reflect the moods of the consumer at a particular point. Instead of one or two perfumes, the consumer is now trained to have a scent that reflects her mood, time of day or occasion and even her daily activities.
One of the trends that might diminish over the course of 2025 is the usage of the ingredient oud as a primary note in perfume formulation, simply because of its over-usage in 2024. Paired expertly with other woody scents or florals, oud has a way of elevating a fragrance to new heights. Expensive because of its long and complicated extraction process, only dedicated perfumers use this note helping to make its resurgence with a modern twist.
With a scent profile that is animalistic, earthy and sensual, oud is used by brands like Maison Francis Kurkdjian and Tom Ford to perfection. However, its rarity, not necessarily its popularity, will stabilize or even diminish its use in new formulations over the course of the year.
- Sophie Beaumont Willis Founder, Tenth Muse
We're seeing a shift toward skin scents and minimalistic fragrances, those that feel intimate, warm and personal. People are craving both comfort and individuality.
Grounding notes like sandalwood, vetiver and patchouli paired with unexpected bright elements like neroli could be really popular. The juxtaposition creates a balance of familiarity and novelty, which we are seeing to be more popular with today's consumer.
Demand for sustainable, eco-conscious fragrances is also becoming the standard. I think 2024's emphasis on refillable packaging and clean formulations will continue to grow stronger in 2025.
For me, one trend I'd like to leave behind is overly complex fragrances with too many competing elements. While they can be intriguing, they often lack wearability. A thoughtful, curated composition always wins in my book.
- Jeriel Sydney Co-Founder, Fablerune
This past year, we saw a major shift in the fragrance industry. Consumers are looking for a blend of nostalgia with innovation. There’s something to be said about a desire for comfort paired with fresh appeal. Solar scents specifically will be a continued trend in the fragrance space, accords that evoke sweet sense, especially gourmand.
The market is changing, too. Consumers are learning that you can find those niche, sleek, artisanal scents that feel prestigious yet accessible. It’s less about luxury packaging and more about delivery, whether its longevity, uniqueness or even how it plays into our well-being.
I think we’ll see trendy fragrances slowly transition out in 2025. While the allure for a new scent remains, consumers are looking for products (this includes skincare) that seamlessly integrate into daily routines. The buyer’s mentality will be discovering the essentials that stand the test of time.
- Jeff Miller Co-Founder, Free Yourself
We envision a future where fragrance transcends mere olfactory pleasure to become a tool for well-being and self-discovery. The concept of a “signature scent” is evolving into “significant scents,” fragrances that resonate with one’s emotional state and personal journey.
Neuroperfumery will revolutionize our industry, creating scents that not only smell beautiful, but fundamentally connect to one’s well-being and purpose. We’re excited to be at the forefront of this transformative shift, crafting fragrances that are both artistic expressions and catalysts for personal growth.
This is an exhilarating time in the fragrance industry. We’re part of a movement that’s redefining luxury as a holistic experience that nurtures the mind, body and spirit.
- Steve Sun Founder, Biology Functional Fragrances
Fragrance Trends Riding In 2025
1. Functional Fragrances: Scents with emotional benefits like stress relief or energy boosts will grow as more consumers see the impact of blending aromatherapy with fine fragrance.
2. Clean and Transparent Scents: As consumers continue to expect clean beauty products, this will continue to impact the fragrance category with more consumers exploring natural alternatives.
3. Portable Formats: Rollerballs and solid perfumes are gaining popularity for their convenience as well as lower price point.
4. Gender-Fluid Scents: Unisex fragrances are already mainstream and will continue to appeal to broader audiences.
Fragrance Trends Over In 2025
1. Heavy Scents: Following the shift towards clean beauty, simpler and more natural fragrance compositions will trend over heavy, complex fragrances.
2. Mass-Produced Fragrances: Niche, artisanal brands offering exclusivity will overshadow mass-produced scents.
3. Traditional Influencer Marketing: Authentic, grassroots storytelling from smaller influencers will replace mega-influencer campaigns.
4. Synthetic Luxury Scents: There’s increasing demand for natural ingredients, even in high-end fragrances.
- Alex Oprey Marketing and E-commerce Director, Miller Harris
I think we’ll continue to see a rise in sustainable, nature-inspired fragrances, drawing inspiration from various sources of artistic creativity. People are more conscious than ever about where ingredients come from and how they’re sourced, which I expect to remain a significant focus in 2025.
We’ll likely see a growing appreciation for green, herbal and woody scents—think vetiver, aromatics, and musks. I also believe the quality and grade of natural materials used in fragrances will come under the spotlight. For example, if you’re creating a vanilla fragrance or a bergamot-led scent, it will be essential to highlight the premium quality and sourcing of those materials.
Musks will continue to have their moment, but I anticipate a shift toward more nuanced, softer versions that feel fresher and less intense—adding sensual, soft warmth that’s versatile for both fresh and deeper compositions. This aligns with the desire for comforting notes that evoke nostalgia.
Vanilla, too, will remain popular, but I foresee it being used in a subtler way—think creamy, slightly deeper variations rather than overly sweet ones. The combination of vanilla and musk can create a comforting yet modern foundation, balancing familiarity with sophistication. Additionally, florals like rose or iris will be key, but presented in more unexpected and layered compositions.
The expansion of gourmand fragrances will undoubtedly persist, but brands will likely aim to bring more sophistication to this category by layering traditional ingredients with sweet notes.
Sustainability will also remain a significant trend in 2025, whether through refillable bottles, recyclable packaging or ethically sourced ingredients. Customers are increasingly demanding transparency and eco-consciousness from brands. Gender-neutral fragrances will continue to thrive as well, as people embrace scents that defy traditional “masculine” or “feminine” labels.
What I would like to see is a slowdown in the volume of launches. The market doesn’t need so many new fragrances, instead, brands that are focused and selective, prioritizing where a new launch adds genuine value, will resonate most with customers.
I suspect we might see a revival of floral aldehydic scents, which carry a timeless, classic appeal. Florals like iris and lily of the valley never stray far from the spotlight, so I wouldn’t be surprised to see them make a return. We might also see a resurgence of spicy, woody fragrances reminiscent of the 1990s, but reimagined with added warmth and texture.
I’m particularly excited about new collaborations and exploring innovative ingredients. I’m always intrigued by the intersection of traditional craftsmanship and cutting-edge ideas, and I think 2025 will be a pivotal year for fragrance innovation. Developing new fragrances that celebrate artistic and customer-focused collaborations, while shining a spotlight on the finest ingredients, is what truly motivates me.
There’s always a curveball each year, and it’s challenging to predict which notes will gain momentum. I think the extension of fragrance lines into extrait concentrations will grow as the market pushes in that direction. Additionally, AI could start playing a role in fragrance development, and it will be fascinating to see how customers respond to this.
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