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The fragrance boom can be traced back to the bust of the category in 2020, when the pandemic first hit. At the time, fragrance was the beauty category hit the hardest, said Larissa Jensen, svp and global beauty industry advisor at Circana.
But then, something crazy happened. In August of 2020, fragrance sales saw a sudden jump, and from there, they kept growing until fragrance became the only category to end 2020 “in the positive,” Jensen said. Since then, it’s been on a steady upward trajectory. “The growth rate has remained in the positive double digits. … It’s unprecedented, really,” Jensen said. It should also be noted that fragrance is currently the only beauty category where the prestige market consistently dominates the mass market.
This year, according to Circana data through September, year-over-year sales of prestige fragrance increased 14% in dollars and 12% in units. And luxury fragrance sales increased 15%. Fragrance was the fastest-growing beauty category in 2024.
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English (US) ·