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When Adelaide-based web designer Alex Edwards found himself with more disposable income, he wanted to treat himself to a more luxurious purchase. Fragrance seemed like the perfect answer. After purchasing a bottle of Valentino Uomo in 2015, Edwards discovered fragrance YouTube, sending him down a rabbit hole of niche and designer scents. By 2024, his collection had grown to more than 100 bottles. In January, Edwards posted his own video to YouTube detailing what he called his “fragrance addiction” and offering advice on how to resist giving into hyped up fragrance and impulsive shopping.
“YouTube is what got me into fragrance. And it’s also what got me to realize that I need to start getting out of it,” he said.
Edwards is far from unusual in having such a vast fragrance collection. Floor-to-ceiling shelving of perfume bottles serve as a common background for beauty and fragrance influencers, and brands are quick to seed samples to emerging influencers in the hopes of reaching a growing consumer base. Those influencers have helped spur massive growth in the fragrance sector. Market analyst Circana found prestige fragrance sales increased 14% in 2024, while luxury fragrance grew 15%. McKinsey estimates that fragrance sales will see a compound growth rate of 7% between 2023 and 2028.
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