Key Takeaways:
Fragrance hybrids are emerging as a fast-growing crossover category, blending fine fragrance with functional benefits. While hair fragrances have been around for some time, the industry is now experiencing a surge in fragrance and skin hybrids, as well as entirely new formats. From perfumes with skincare actives to mood boosting scents and bodycare infused with luxury scent profiles, the traditional definition of fragrance is being reimagined—and recent launches underscore the momentum.
Experts say this trend is indicative of a larger cultural shift. Fueled by the rise in wellness and self-care and beauty consumers’ appetite for multiuse beauty products, shoppers are looking for products that do more than just smell good.
In July, Chanel debuted the Gabrielle Chanel Fragrance Primer, a fragrance primer and skincare hybrid designed to extend the life of perfume. Later that month, Rare Beauty entered the fragrance category with Rare Eau de Parfum, its first eau de parfum, and a collection of complementary fragrance layering balms. And last week, Amika haircare launched Amika:Aura, a hair and body spray.
Indie and niche fragrance brands are also experimenting with hybrid formats and formulas that blur the lines between scent, skincare, and bodycare.
In August, Le Monde Gourmand unveiled its first-ever body collection, a 12-product lineup that includes perfumed milky washes, whipped crèmes, sugar scrubs, and electrolyte-infused body mists—all priced under $30 and available for sale at Ulta Beauty, Amazon, and Shopify. With this collection, the Le Monde Gourmand team told BeautyMatter that it aims to elevate daily self-care rituals with sensorial indulgence.
“Post-COVID, we saw this shift of fragrance and bodycare being for others … to for yourself and your own self-indulgence,” Shannon Coleman, Assistant Manager of Product Development at Tru Fragrance & Beauty, Le Monde Gourmand’s manufacturer, told BeautyMatter. “We saw people taking that self-care mindset into the body category as well with their routines. As a fragrance-first brand, body was a no-brainer for us,” she added.
The business case is strong. According to market research firm Statista, the global fragrance market is projected to generate $62.11 billion in 2025, with the US accounting for an estimated $9 billion of that revenue. Of that, it is predicted that 63% of the total sales in the fragrance market by 2025 will be attributed to nonluxury. Europe still remains the largest market for perfume, with a share of $18.93 billion, while the Asia Pacific market has become the fastest-growing region worldwide.
From Signature Scents to Self-Care Rituals and Convenience
“There’s a strong demand for hybrids simply because it's an easy point of entry, especially for Gen Z or anyone who is a new fragrance consumer,” said Olya Bar, Head of Marketing Strategy and Communications at fragrance retailer Twisted Lily. “But [consumers] are also seeking multifunctional items … because they want more from their products, and they want it at an affordable price point.”
Bar notes that, aside from the often affordable price point, the multifunctional benefits of hybrid products and on-the-go formats unlock new ways for consumers to engage with scent, a point with which Abby Wallach, CEO of Scentinvent Technologies, agrees.
“The value of these hybrid products is that they’re much easier to take with you. … Fragrance will always be that beautiful bottle, that great story, and that gorgeous juice that a perfumer created … that will exist until the end of time. … But [today], consumers want to take fragrance with them wherever they go. They don't want one; they want multiples, and they're not as loyal,” she said.
For brands, hybrid products and formats create an exciting new business opportunity. “It’s a great way for fragrance brands and every brand that has scent in their products to extend and evolve their pipeline. [These products] are much less expensive and much faster to market,” compared to traditional fragrance development and launch.
Consumer behavior emphasizes that trend: 47% of US body spray and mist users believe these products perform as well as perfumes or colognes, and 70% of consumers who use scented personal care like to match their bodycare to their fragrance, according to data from Mintel.
Elizabeth Ashmum, CEO of Phlur, told BeautyMatter that though body mists have been a gateway to eau de parfums for the brand’s consumers, Phlur is experiencing strong growth across all categories. In fact, it has doubled sales between 2024 and 2025 and is on track to experience 65% growth by the end of the year.
“We are seeing strong growth across all categories: Eau de parfums, body mists, and our bodycare (deodorants and body oil),” Ashmum said, adding that repurchase rates are also similar between body mists and eau de parfums.
“Today’s customer is not tied to a signature scent; [they’re] looking to build a true fragrance wardrobe. They’re not waiting to run out of their fragrance; they’re looking for the next scent that will add to their collection and offer something new,” said Ashmum.
Convenience and affordability are key factors behind the surge of interest in hybrids. But equally important is the “skinification” of fragrance, the rise in fragrance wardrobes and wellness-driven benefits—from mood-boosting claims to better-for-you products and ingredients. The result is an integration of fragrance in every aspect of your lifestyle, transforming it into a part rather than an unseen accessory.
“We know our customer wants to experience fragrance throughout their day and change their fragrance based on their mood and moment, which goes beyond the traditional fragrance format,” Ashmun said. “It’s clear they want us to meet them in more moments of their lives, and our early success in body mists and now deodorant supports that theory. Looking ahead, we see Phlur evolving into a broader lifestyle brand, with new formats that reflect how our customers want to experience fragrance.”
How Hybrids Are Reaching Consumers
“We know from past data, when the economy goes down, fragrance goes up. It's an affordable luxury. It’s like the lipstick effect, but I call it the fragrance effect,” said Judah Abraham, founder and CEO of Slate Brands, which has launched fragrance brands such as Modern Magic, Tracy Anderson Fragrance, and Hue by Hayley.
To Abraham’s point, the personal fragrance category is up. As previously reported by BeautyMatter, Circana’s first-quarter 2025 prestige beauty sales report revealed that prestige channel sales increased by 4%, while mass market sales rose by 8%.
Bettina O’Neill, CEO of Scentbird, echoed that while consumer appetite is expanding, the real shift lies in how people discover and access fragrance. Though the ultimate goal for many brands remains landing on Sephora and Ulta Beauty shelves, the retail climate is changing, making alternative strategies increasingly important. Retailers like Walmart and e-commerce marketplaces like Amazon are gaining market share—similar to the rise of TikTok Shop—while some brands have found success by investing in DTC through exclusive product offerings and community building.
“Merchants are challenged. They are restricted by what’s being forced upon them, and so therefore there are not as many retailers investing in big purchase orders,” said O’Neill. “The lines have blurred … and brands have to diversify.”
These shifts in distribution are redefining how consumers discover and engage with fragrance. Social platforms in particular, like TikTok, have become key drivers of awareness and sales, allowing hybrid formats to reach new audiences in ways that traditional retail can’t match. On TikTok, for example, #perfumetok receives 108.3 million views on average each week and has accumulated a total of 7.1 billion views, based on Spate data. And in-app shopping makes it easier than ever for consumers to purchase trending scents.
“Sensorial products in beauty and personal care do really well on TikTok, and we continue to see high levels of both interaction and consumption,” Emily Rhodes, Director of Beauty and Personal Care at TikTok, told BeautyMatter. “Scent-driven product formats are working well, especially multifunctional formats. We're seeing a lot of growth across categories in that space, including hair mist, body mist, body lotion, and deodorant—and even lip or sunscreen. … We’ve also seen repeat purchases and the loyal customer coming back,” she added.
What’s more, Rhodes said that burgeoning demographics, including men, the Hispanic community, and Spanish-speaking creators, are also driving the fragrance hybrid trend on TikTok, in part. “Sixty percent of TikTok fragrance content viewers are men, and the top demographic hashtag, alongside fragrance, is men,” she said.
In addition to new demographics of creators and communities driving sales and engagement, brands are also integrating bundles, exclusive drops, and limited-edition rollouts as part of their hybrid distribution strategy. These approaches double down on the concept of building out a fragrance wardrobe through smaller, multifunctional products rather than a single scent.
What’s Next for Fragrance Hybrids?
As consumers embrace fragrance wardrobes, multifunctionality, and wellness-driven benefits, hybrids are positioned to move beyond body and beauty into home, apparel, and lifestyle categories. With e-commerce, DTC innovation, and platforms like TikTok driving discovery, the next wave of fragrance won’t just live on a vanity; it will be woven into every part of daily life.
“Essential oils are making a comeback in a different way. And a lot more [innovation] is going to be done in the home. Besides body, there are a lot of interesting things that can be done in the home. … If you look at laundry, people are spending more money on certain laundry detergents to make their clothes smell better. People want to scent everything,” O’Neill said.
