Inclusivity

Gender is a spectrum for Gen-Z, which is being reflected in fashion, beauty, and fragrance. This gives fragrance brands a chance to be playful with notes that are traditionally viewed as feminine vs. masculine – nothing is off limits! Boy Smells tapped into this with their fragrance line called ‘Italian Kush’ as well as Byredo’s ‘Slow Dance.’ Ahead of the curve, a classic example of this fragrance type is Calvin Klein’s ‘One,’ which is now having a resurgence in popularity.

Trendsetters: PHLUR, Flooid, Boy Smells, Aesop, Calvin Klein

Prioritizing Mental Health

Gen-Z views mental health as equal importance to physical health, with transparency at the heart. This has impacted the fragrance industry by seeing an uptick in note callouts to scents with ‘mood-boosting’ or ‘calming’ aromas. We see this in an array of products, including Salt and Stones’ Natural Santal and Vetiver deodorant and Grove Collaborative’s ‘Unwind Blend.’

Trendsetters: TATA Harper, Salt and Stone, OSEA,  by rosiejane, Grove

Amber Nostalgia

Because Gen-Z is the first generation to be raised in the technology era, this led to a collective feeling of overstimulation. This generation longs for a ‘simpler time’ hence the nostalgia trend and looking to previous decades for inspiration. This has impacted fragrance by seeing a revival of popular 90’s note – amber.  Ellis Brooklyn’s ‘Super Amber’ perfume is a great example of this trend.

Trendsetters: MoroccanOil, Ellis Brooklyn, Ourside , Crate&Barrel, Snif

Try our fragrances inspired by the latest Gen-Z trends!