The 2024 Fragrance Report

The fragrances the world loves the most and the scent-fluencers leading the way on social media.

Fragrances evoke emotions by creating a unique ambiance that affects people’s feelings, cognitive processes, and perceptions. Certain smells have also been used to influence people’s behaviors and social judgment, with studies showing how common detergent fragrances affect spontaneous cleaning behavior and how sweet scents heighten pain tolerance.

Scent has been a source of interest to humanity since the Mesopotamians started using incense 4,000 years ago. Today, scents in the form of perfume serve as a fashion accessory and a unique element of a person’s identity.

Exploring Our Top-Selling Perfumes

Perfumes are the perfect way to create moods and express personality. Our range of scents offer something for everyone but which scents do our customers love the most? We’re delving into five of our top-selling perfumes, each belonging to different fragrance families and featuring distinct notes that make them stand out.

1.Midnight Glow

Fragrance Family: Woody Fresh
Notes
Top: Bergamot
Heart: Cedarwood & Pride wood
Base: Ambergris

Midnight Glow is a unique blend that draws you in with its woody fresh essence. The top note of bergamot offers a burst of citrus, setting a lively and invigorating tone. As the scent settles, the heart reveals a rich combination of cedarwood and pride wood, creating an earthy depth. The base of ambergris adds a touch of warmth and sophistication, making Midnight Glow a perfect companion for evening wear, exuding elegance and mystery.

2. Hidden Leather

Fragrance Family: Floral Leather
Notes
Top: Gardenia
Heart: Bulgarian Rose
Base: Vanilla & Leather

Hidden Leather is a bold scent that blends floral and leather notes. The fragrance opens with the intoxicating aroma of gardenia, a white floral note that is both sweet and slightly green. The heart is dominated by the luxurious scent of Bulgarian rose, adding a romantic and velvety touch. The base notes of vanilla and leather create a warm and seductive finish, making Hidden Leather a perfect choice for those who seek a fragrance that is both daring and sophisticated.

3.Mystery

Fragrance Family: Fresh Oriental
Notes
Top: Lemon
Heart: Iris Flower
Base: Agarwood

Mystery lives up to its name with a complex scent profile. The top note of lemon introduces a zesty and fresh opening.The heart of iris  flower brings an elegant and powdery floral touch, balancing the initial citrus burst. The base note of agarwood (oud) adds a deep, woody, and slightly smoky quality, creating a scent that is both fresh and oriental. Mystery is perfect for those who appreciate a fragrance that evolves beautifully over time.

4. White

Fragrance Family: Fresh Oriental
Notes
Top: Lemon
Heart: Iris Flower
Base: Agarwood

White shares a similar composition with Mystery, offering a fresh oriental experience, a fragrance family that has proved very popular in the last year. The top note of lemon provides a vibrant and crisp opening. The heart of iris flower continues to charm with its sophisticated and floral elegance. The base of agarwood adds to the the scent with its woody and exotic depth. Despite its similarities to Mystery, White stands out with subtle nuances that make it a timeless choice for any occasion.

5. Peaceful Life

Fragrance Family: Floral Oriental
Notes
Top: Frangipani
Heart: Osmanthus
Base: Musk

Peaceful Life is a blend that embodies the essence of a floral oriental fragrance. The top note of frangipani introduces a sweet and tropical floral scent. The heart of osmanthus adds a fruity and apricot-like aroma. The base note of musk provides a soft and comforting finish, enveloping the wearer in a sense of calm and tranquility. Peaceful Life is an ideal fragrance for those who seek a scent that is both relaxing and enchanting.

The rise in demand for Arabic fragrances

Although the ancient Greeks were the ones who made the first liquid perfume, the distillation process developed by the Arabs is what propelled perfume manufacturers to  where they are today. With that in mind, it’s not surprising for Arabic perfumes  to be popular well into 2024 (and beyond).

Our research shows that there has been a significant increase in search demand for Arabic perfume in general (171.13 higher search demand), as well as specific Arabic scents such as “bakhoor,” “dakhoon,” and “oud.”

Oud , a highly searched term in 2023, remains top-of-mind among fragrance enthusiasts, leading to a staggering 2.8 million global searches in 2024 based on our Ahrefs and Google Keyword Planner analysis. This uniquely Arabic scent also continues to pique the interest of more social media users, garnering over 132,000 and 1.4 million tags on TikTok and Instagram, respectively.

The world’s most in-demand scents

Humans can distinguish 1 trillion scents
using their sense of smell, but perfumers can only capture and bottle a fraction (approximately 52,000 fragrances ). Even so, that’s still a relatively large number to choose from when scouting for perfume that reflects your unique taste and personality.

To help narrow down your choices, we  used Ahrefs and Google Keyword Planner to gather and analyze online searches around perfumes, scented candles, and aroma diffusers. We came up with the following table of the world’s most in-demand scents.

1. Oud

Leading the pack is oud , with an outstanding 1.25 million searches in 2024.

This scent smells differently for every individual because of how it reacts to the wearer’s unique skin chemistry. Made from aromatic wood, typically from agar trees, oud exudes a spicy and woodsy scent and has a unique velvety warmth topped with earthy notes.

Besides being a significant element of Islamic culture, oud has also been prized for its medicinal properties. In Asia, it is commonly used in incense to aid in meditation and contemplation. This and the fact that it is made from tropical wood rarely found in the wild make oud one of the most expensive fragrances in the world.

2. Vanilla

In 2022, vanilla was hailed as the world’s favorite scent. Its enduring popularity persists as vanilla ranks a close second in our 2024 Fragrance Report, with 1.21 million fragrance-related searches.

According to Harper’s Bazaar, vanilla is one of a handful of universally pleasing fragrances . This is largely attributed to a sort of conditioning that most people experience from consuming a variety of vanilla-flavored treats as early as infancy. (Fun fact: Vanilla can be passed from a mother to her baby through breastfeeding.)

Today, vanilla-scented products – from perfumes and makeup to candles and air fresheners – remain a go-to choice for all. After all, the versatile scent is subtle but distinguishable, genderless, layers well with other smells, and has a timeless appeal that never goes out of style.

3. Lily

Third on our list of popular scents are spicy floral perfumes  with the smell of lilies, with a little over 1 million searches.

Derived from a type of iris flower, lily perfumes have a sensual warmth reminiscent of jasmine. They have a heady and rich note that engages and intoxicates the beholder. Not to be confused with the lily of the valley, which has a fresher smell profile, lily has subtle nuances you can detect all at once: waxy, spicy, and sometimes earthy.

Trending scents

Looking for the most trending scents today? We gathered online data to help with your decision-making process.

1. Cinnamon-Spiced Vanilla

Taking the top spot with a 121.72 percent increase in search demand is cinnamon-spiced vanilla. This simple scent exudes warm, creamy notes from fresh ground cinnamon and vanilla bean.

This perfume scent capitalizes on the classic vanilla-cinnamon combo that reminds us of home (and freshly baked cookies).  This makes it a popular choice not only as a personal fragrance but also as a favorite way to freshen up the smell of a room.

2. Matcha

Matcha carries a clean and mysterious scent that has piqued the interest of many online users in 2024, as proven by its 117.68 percent increase in search demand.

Fans describe it as a “heavenly” fragrance, with a light, slightly citrusy, and a hint of a spice. Unlike vanilla, it’s not overly sweet and brings up memories of drinking green tea during fall evenings.

3. Lychee

Besides being a refreshing flavor for beverages, lychee is renowned for its exotic fruity smell. As such, this deliciously sweet and fresh odor  places a close third with 117.12 percent more search demands in 2024.

Perfumes that carry lychee notes offer an indulgent sensation, evoking similar feelings you would get when you travel to faraway lands. It also blends well with delicate florals, citrus, wood, and musk fragrances, lending them a refreshing or exotic composition.

The world’s most loved scent-fluencers

If deciding on a perfume on your own is proving difficult, you can always get help from authorities on the subject: scent-fluencers.

In this section, we ranked the top 20 influencers in the perfume industry based on the following factors:

• Number of followers on Instagram and TikTok
• Amount of likes on Tiktok

We also used information from Hype Auditor’s Instagram and TikTok Money calculator to gather each influencer’s engagement rate and projected earnings.

After thorough analysis, we assigned social scores and determined who the world’s most loved scent-fluencers are:

1. Jeremy Fragrance

The results are in. German social media personality Daniel Schütz, more popularly known as Jeremy Fragrance, is the most loved scent-fluencer in 2024.

With 2 million followers on Instagram and 107.5 million likes on TikTok, there’s no denying that Schütz deserves the crown.

Born Daniel Sredzinski of Polish immigrant parents, Jeremy Fragrance gained international renown after sharing numerous online videos about fragrances, among other things. But he wasn’t always just an online star.

In the late 2000s, he joined the boy band Part Six as Jeremy Williams. After leaving the German music group, he switched to making YouTube videos about perfumes and changed his name once more to Jeremy Fragrance.

Social Score: 9.54

@jeremyfragrance

2. Andrés Croxatto T.

Ranking second place is Andrés Croxatto T., with 1.4 million followers on TikTok and a 1.1 million following on Instagram.

Sometimes referred to as “Latin Jeremey,” Andrés Croxatto is a Chilean scent-fluencer based in Madrid, Spain. He has his own perfume brand, Croxatto Man , which he created with perfumer Chris Maurice.

Croxatto also has his own YouTube channel where he analyzes different fragrances, sometimes with guests. He also shares his opinions about them and compares different perfumes  in his quest to find those that garner the most compliments from the ladies.

Social Score: 9.18

@andresperfumeman

3. Funmi Monet

In third place is 31-year-old Texan Funmi Monet. Hailed as TikTok’s favorite “Fragrance Auntie,” the social media personality offers a wealth of knowledge about fragrances she gained from owning more than 200 different perfumes, including gourmands, woody scents , and ouds.

With 451,300 TikTok followers, Monet is known for her gentle comedic flair, advocating personal choices when it comes to personal fragrances. There’s probably no other influencer who can describe scents as eloquently and alluringly as she can – to the point of convincing people to buy designer perfumes without performing a sniff test first.

Social Score: 8.26

@funmimonet

4. Evan Hall

Taking the fourth position is Evan Hall, an Arkansas-based influencer focused on sharing insights about various fragrances. He’s been m aking a living as an influencer since December 2020 and has since amassed a staggering number of TikTok likes (28.7 million!).

Aside from sharing his opinion about aroma notes and fragrance layers, Hall also gives his followers advice on how to apply cologne, among other things.

Social Score: 7.94

@fragranceknowledge

5. Rashad Little

Living in Los Angeles is our fifth most loved scent-fluencer, Rashad Little. A fashion influencer partnered with big brands like Gillette and Amazon , Little started his social media following from the ground up.

Before TikTok even became a thing, Little was already shooting pictures using his mom’s camera. During his days off, Little would take six or seven snaps at a time and post them side-by-side on Instagram.

Things have changed a lot for him since then. He’s been making trending clips on TikTok, including the viral “Monochromatic Man.”

Social Score: 7.79

@mrrlittle

The Fragrance Report: Make Informed Perfume Choices

There you have it: the most in-demand and trending scents and most loved scent-fluencers around the world – analyzed carefully and all wrapped up in The 2024 Fragrance Report.

Use this data gleaned from actual online searches and social media platforms to figure out your unique fragrance.

Methodology

• Influencers

We gathered the TikTok and Instagram handles of the world’s most followed fragrance influencers. We then put their handles through Hype Auditor’s Instagram and TikTok Money calculator to work out the earnings and engagement. We then ranked each influencer on: projected earnings, followers (TikTok and Instagram) as well as TikTok likes.

• Search volume and trends

We utilised Ahrefs and Google Keyword Planner to source search volumes and trends between 2023 and 2024 to date. For any scents that were related to a brand aka Fern and Cactus, these were emitted.