Not only are consumer expectations changing, but so are the capabilities of brands, which are increasingly boldly exploring the market. New technologies are also emerging. What awaits us in 2026?

Table of contents

A new paradigm

Perfumes are entering a new phase of development – from a segment that until recently was treated as an addition to the portfolio, they are becoming a strategic element of brand offerings. Not only is sales value increasing, but above all consumer awareness regarding quality, composition, and the story behind a fragrance. As a result, interest is growing both in niche perfumes and in products with higher fragrance concentration, which is reflected in the current market offering.

In practice, this means that consumers no longer want just a “nice-smelling” cosmetic – they expect fragrances that are distinctive, long-lasting, and that create an emotional bond. Eau de parfums and extracts with a high concentration of fragrance oils are increasingly chosen, dominating the space from the very first contact. This trend is not limited to the niche segment – its influence is also reaching mainstream collections of well-known brands.

More and more signature fragrances

One of the key phenomena observed in the industry is the growing importance of niche perfumes and signature compositions. Brands that just a few years ago relied mainly on inspiration from major bestsellers are now increasingly boldly experimenting with their own, unique fragrances and olfactory narratives. Simple “imitation” is becoming less common – consumers appreciate original compositions that have character and a story.

Signature (bespoke) fragrances are also an extremely important part of AromaPartners. If this topic interests you, be sure to read the post: Creation of bespoke fragrances at AromaPartners – how does it work?

Inspired fragrances (dupes)

At the same time, the position of inspired propositions is growing. Thanks to professional execution and an appropriate quality-to-price ratio, they are no longer perceived solely as cheaper substitutes. On social media and within fragrance communities, consumers enthusiastically share recommendations for scents similar in character to well-known high-end fragrances – rating them as a reasonable alternative for those who want a perfumery experience without a significant expense.

Wellbeing (and technology)

Wellbeing is increasingly influencing the way consumers perceive fragrances. Today, perfumes are expected not only to smell pleasant, but also to support mood, relaxation, and a sense of comfort, fitting into daily rituals of caring for well-being.

A response to this trend is technologies such as MoodScentz® by Givaudan, which combine perfumery with neurobiological knowledge. Thanks to research into emotional reactions to aromas, it is possible to create compositions that genuinely affect well-being – calming, energizing, or improving mood. At AromaPartners, we have already completed our first projects based on this technology – and we are observing growing interest in this type of fragrance.

Fragrance layering

Layering, or combining several fragrances into one personalized composition, is also gaining popularity. Consumers are eager to experiment, and brands are increasingly designing fragrance lines so that individual compositions complement each other, which supports the creation of cohesive sets and increases sales.

Unisex fragrances

It is becoming increasingly clear that fragrances are no longer assigned to a specific gender. Although divisions into “female” and “male” still exist on labels, in reality it is the recipient who chooses the composition that best suits their style and preferences. As a result, many manufacturers are abandoning classic categories in favor of unisex perfumes that emphasize individuality rather than gender.

Packaging aesthetics

The aesthetics of packaging are also significant. Minimalist, simple forms dominate the design of bottles and individual boxes, but minimalism is evolving towards more refined, artisanal details. Many brands place strong emphasis on ecology – abandoning foil wrapping of boxes, using certified materials, and even solutions supporting refill systems – which aligns with broader expectations for sustainable production and transparency.

Summary

In practice, all these phenomena create a picture of the perfume market that is currently dynamic, multi-directional, and far removed from the one-dimensional offerings of a few years ago. The quality of fragrance compositions, brand authenticity, the integration of wellbeing and emotional narratives, and the growing interest in signature, niche propositions mean that perfumes are no longer just a functional product – they become a tool for expressing individuality and brand values.

Importantly, creating products that take the cited trends into account is also possible within the production of private label perfumes, especially at AromaPartners.