2020 Fragrance Trend Forecast

What’s the next big olfactive trend? We analyzed the latest product releases, market intelligence reports, and social media buzz to predict the top trends that will shape the fragrance industry in 2020 and beyond. Here’s a sneak peek into our curated predictions.


Let’s Talk About Synthetics

Brands are starting to challenge the notion that natural is always better for people and the environment by re-positioning synthetic ingredients as “clean.” Promoting synthetic fragrances as hypoallergenic and sustainable will become a key opportunity to win consumers.

Brands tapping into the trend: Henry Rose, Skylar, Phlur


True to Nature

66% of Americans would try products from a brand that’s new to them if the product is natural, IPSOS reports. Raw earthy scents reflect the movement towards recognizable and natural ingredients.

Brands tapping into the trend: Schmidt’s, Demeter, Febreze


Functional Fragrance

Consumers seeking healthier lifestyles and a better quality of life want functional products with added health benefits. Functional scents with evidence-based claims are the next wave in aromatherapy.

Brands tapping into the trend: Yuni, The Nue Co., Valeur Absolue


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