Reports were out in early January, but beauty followers already had a whiff long before: fragrance was the new lipstick in 2025.

Beauty, they say, is a recession-proof business because people will always find a way to feel good even when times are hard. And for many, smelling good was “it” when the going got tough. 

While the surge in fragrance sales was noted post-pandemic, scent became the preferred mode of self-expression, with indie or niche brands debuting from Tiktok and similar platforms. Luxury and personalized scents also grew at the other end of the spectrum, making a dent in the accessories market.

The obsession over gourmand or edible scents drove brands from all segments to develop their own versions, as the growth in opportunity through social media platforms pushed many to innovate and produce scents that a new generation could relate to.

Fragrance evolved from being one’s “signature” to one that enhanced “emotional wellness.” 

This year, the trends continue to excite fragrance fans. One big trend is “layering,” where the perfume wardrobe helps one create a signature of his or her own. Body mists and hair mists are also the rage, as the young market increasingly veers toward scents that speak to their sense of identity, whether or not these are designer names, cult brands or totally new, as long as they touch a chord in the wearer. 

Heritage is another aspect that the fragrance market has taken into consideration, with the revival of old classics, to the return of popular generational scents. If Dewberry, first launched in the 1990s, became known as the “scent that defined a decade,” The Body Shop brings it back “with all the nostalgic boldness and charm reimagined for a new generation.” The scent’s juicy notes appeal to the senses, perfect for the upcoming warmer season.

Hereabouts, accessible brands like Personal Collection have released their fresh and vibrant ranges for men, women and kids, all created to uplift the senses. Though easy on the wallet, PC’s latest lines of scents, Aspire, Cool-Its and Formen Body Spray, feature world-class fragrance formulations and luxury-level technology to deliver freshness and confidence in compact, biodegradable bottles.

Important to the new generation is sustainability and kindness to the planet, so ingredients, packaging and even manufacturing practices come into play when they choose the fragrance to spray on their bodies.

Meanwhile, those who like to smell good but “different” go beyond the mainstream designer scents. It’s like moving past someone and being stopped in your tracks, and asked what it is you are wearing, There’s a certain joy in being able to reply, “Gypsy Water,” or “Scandal Wood” or “All Night Until First Light.” These are names you have not heard before, and they are far more evocative than the more familiar Miss Dior or Chanel Chance.

The question is, are these niche fragrances available in the country, or does one have to scour the Duty Free counters every time one travels? I followed a friend around the DFS in Turkiye last year and witnessed her incredible joy at finding the exact scents from Byredo and Dyptique that she could not find in Manila. These were finds that she gladly paid for because, as Coco Chanel said, “No elegance is possible without perfume. It is the unseen, unforgettable, ultimate accessory.”