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While fragrance as a whole has been on a hot streak since 2020, one demographic has especially taken to the category as of late: teen boys. Spurred on by influencers like Jeremy Fragrance (10 million TikTok followers), young men in 2024 are snapping up fragrances with the same collector mentality they’ve typically applied to sneakers and watches. And for the holidays, many will likely be putting even more fragrances on their wishlists.
According to Piper Sandler’s 2024 Taking Stock With Teens survey, teen boys’ spending on fragrance is up 26% year-over-year. In data shared with Glossy, beauty trend analysts at Spate found that the top demographic-related search on Google alongside “personal fragrance” is “men,” with 1.4 million average monthly searches. On TikTok, the top demographic hashtag alongside “personal fragrance” is #men, with 23.6 million average weekly views and 116.2% year-over-year growth compared to last year.
According to Circana’s U.S. Holiday Purchase Intentions Report, 18% of consumers plan to gift perfume or cologne this holiday shopping season. For their holiday shopping, expect to see those teen boy and young male consumers sticking to the same tenets that drive many of their fragrance purchases throughout the year: power and performance, both inside and outside the bottle.
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English (US) ·