Refined Gourmands

Gourmands are practically always in, but this summer they are evolving. “Once known for their rich, dessert-like sweetness, they’re now showing up in lighter, more nuanced forms—where edible meets elegant,” says Lush Perfumer Alina Gliwinska. “Expect smooth blends of toasted sugar, airy florals, bright fruits, soft woods, and whisper-light spices.”

The gourmand notes of the past may have centered around vanilla, but this season they are expanding into new realms. “We are seeing perfumers moving beyond traditional vanilla to milks (heavy cream) as well as seeds and nut notes,” says Caroline Ornst, Senior Director of Fragrance Development at DSM-Firmenich. “Our perfumers at DSM-Firmenich are also exploring notes that are savory, like butter, truffle, and soy sauce. Another trend we are seeing emerge are vegetables.”

While savory gourmands will certainly have a moment of their own, according to Gilwinska, toasted sugar is the note to watch. “It’s warm and cozy, with a gentle smokiness that brings depth without the heaviness—like the caramelized top of crème brûlée or sugar just melting in a pan,” she says. “It feels nostalgic yet sophisticated, like a grown-up treat. This new wave is all about balance and wearability, especially in warmer weather.”

Hyper-Sensorial

Perfumes aren’t just about the scent these days. “Consumers are looking for heightened emotional and physical experiences,” says Jenine Guerriero, Givaudan Head of Marketing and Consumer Insights, Fine Fragrance North America. “There is a deep craving for products that engage multiple senses simultaneously—fragrance, texture, color, intensity, and immersive storytelling. The need for feel-good moments and true joy, which is especially relevant for summer and ties back into the power of play and escapism. This is very relevant with younger consumers who are incredibly curious and adventurous and want fragrance experiences with max impact.” 

Guerriero explains that this is also manifesting in product innovation and the explosion of new scenting formats. “For summer, we continue to see the popularity of all-over hair and body mists for scent impact, and now we also see ultra-sensory driven products for extra summer-fueled feel-good moments. Products that are ‘shareable’—visually appealing for social media, ‘textural’ (foams, gels, etc.), and have higher concentration, like oils and serums.”  

The Fruit-Forward

“Juicy, exotic, vibrant, and irresistibly fresh—fruit-forward fragrances are making a bold comeback this summer, but with a grown-up twist,” Gliwinska says. “As body sprays re-emerge on the beauty scene, this trend offers the perfect opportunity to reimagine them through a more refined, modern lens. It’s all about capturing the sweetness of ripe fruit while adding layers of sophistication and depth.”

Not only do these crisp fragrances smell good, but they also elicit an emotional response. “There’s a natural brightness to fruit notes that brings immediate joy,” adds Gliwinska. “They’re energetic, fresh, and full of personality—like biting into a sun—warmed strawberry or a tart green apple on a summer afternoon. But when done right, they can feel just as sophisticated as any floral or woody scent.”

Premiumization for Summer

In today’s beauty industry, people crave a deeper relationship with their products, both in quality and application. “We continue to see consumers want elevated, high-quality fragrance experiences,” Guerriero says. “For summer, a blend of indulgence and lightness. Light doesn’t mean basic—premium materials like amber are being overdosed to give consumers the high-quality, long-lasting effect they want.”

She’s also seeing the increased popularity in layering to give scents staying power. “Summer is about misting, reapplying, and experimenting,” she says. “Consumers are layering mists, oils, and other formats multiple times a day.” Finally, it’s also about prestige and playfulness, noting that Gen Z and Alpha are drawn to brands that feel luxe but still fun. 

Light, Refreshing Fragrances

“During the spring and summer, consumers may gravitate toward brighter, crisper, and more airy scents that evoke feelings of optimism and playfulness,” Ornst says. “These fragrances can be bright, blooming, skin-like, and refreshing. They can be transportive like a beach holiday.”

That being said, people will still crave a slight variation between day and night in this category. “During the warmer months, people may want to have a sparkling and fresh scent during the day, but more sensual and skin-like at night, without being dark and heavy,” Ornst adds. “This could mean they reach for their lighter perfumes, or they reach for a fragrance that is a lighter format, such as a body mist with lower fragrance concentration. Mists are currently booming, and we expect to see this stay strong in summer 2025 and beyond. Mists allow for the consumer to experiment and layer, creating personalized scents.” 

Milky Fragrance

Essentially the olfactive version of a hug, it’s easy to see why milky notes are having a moment. “These scents are soft, smooth, and comforting, offering a kind of quiet luxury that feels intimate and modern,” Gliwinska says. “Picture coconut milk, vanilla cream, or rice milk gently warmed on the skin—creamy, subtly sweet, and effortlessly cozy. Milky accords bring a sense of calm. They’re not loud or showy—they’re tender, grounding, and beautifully layerable. Depending on what they’re paired with—citrus, florals, woods, or spice—they can go fresh or indulgent, but always with a soft, skin-like finish.” 

Radical Realness

Years ago, consumers may have craved the artificial interpretation of a familiar scent, but today audiences seek out the raw result. “The Gen Alpha-driven scent movement embraces fragrance notes in their most literal, unapologetic form,” Guerriero says. “It’s about having no olfactive filters, where a milkshake smells like a milkshake, strawberry smells like strawberry, and sugar smells like sugar—unapologetically. This trend reflects a new generation raised on TikTok transparency, where authenticity equals impact and vulnerability is celebrated. Sensory punch and blunt-force fun win over nuance and balanced creations. The trend is especially relevant for summer when consumers are more open to fun, bold scents—they’re dressing louder, eating brighter (fruit, ice cream, slushies), and they want their scent to match the vibe. Notes are driven by candy, drinks, and cereal favorites.” 

Matcha & Green Tea

There’s a new way to get your caffeine fix. “Matcha and green tea are making their mark as a fragrance trend that’s equal parts clean, calming, and quietly complex,” Gliwinska says. “Drawing from Japanese tea culture—and a global obsession with matcha lattes, smoothies, and sweets—these notes offer a fresh, grounded alternative to louder summer scents.”

While similar in theory, these two notes draw slightly different results. “Green tea brings a crisp, dewy sharpness, while matcha adds a creamy, earthy roundness,” adds Gliwinska. “There’s a softness to these scents that feels like a pause in the day—refreshing, modern, and a little meditative. They pair beautifully with bamboo, soft florals, citrus, or fruit for something fresh, minimal, and balanced.” 

Global Influences

With the world more connected than ever, it was a matter of time before it trickled into the fragrance sphere. “Consumers continue to explore and celebrate diverse cultures as a way to connect to others and to feed their curiosity about ingredients, rituals, and brand heritage,” Guerriero says. “Global influences evolve in the summer as a season of olfactive travel, ritual discovery, and cross-cultural celebration. This summer, we see a greater shift from generic stories to region-rooted freshness as consumers become more inspired by global traditions, rituals, and festivals.” 

Guerriero cites the rise of ingredients such as yuzu, calamansi, dried lime (from Japan, Philippines and Middle East), maracuja from Brazil, frangipani from the South Pacific, mate from Argentina, and green mango from Southeast Asia. “We also see unique collaborations of brands partnering with local artisans, farmers, and perfumers to tell real stories about the regions and cultures,” she says. 

Oud

“Oud is typically associated with colder months, but this summer, it’s being reimagined for warm evenings and sultry nights,” Gliwinska says. “With a rich, smoky depth that’s often sweetened by florals or softened by citrus, oud now feels more wearable for warm weather.

This trend is all about creating an intriguing contrast: deep, sensual, and smoky, yet still light enough to evoke the mystery of a summer evening. When layered with lighter, airy notes like citrus or floral, oud takes on a modern, more wearable edge.”