Beware of influencers peddling poor advice: that guy telling you to spray 100 times is actually joking. Nevertheless, data shows that men are buying more fragrance than ever before, with the 13-18 year old segment growing fastest. Retailers, are you speaking to this client? Does your staff resemble your customer?

Around the globe, teenage guys are hanging out in fragrance shops and department stores, sniffing away and talking ingredients with their friends. Why critique them? Isn’t this actually a habit we should encourage? Costly yes, but at least it gets them out, they’re socializing and showing concern over their appearance. What’s not to like? An opinion piece in support of this trend.

The global niche perfume market is expected to grow from $8,5 billion last year to $22,5 billion by 2035. Together with the rise in interest in fragrance post-COVID, and the quest for a unique scent print, US retailers are realizing the need to carve out more space to focus on this category to satisfy consumer demand. They just need to be willing to take a chance on challenger brands.

DATALAND in Los Angeles is partnering with L’Oreal Luxe in what is touted as the world’s first museum dedicated to immersive art and sensory artificial intelligence. Fragrances accompanying installations will interact with the digital works and the visitors’ movements, altering the diffusion of the scents throughout the space.

Scent events in China are taking the form of perfume swaps, smelling soirées and fragrant cocktail parties. Touted as a way to escape loneliness while having an immersive learning experience, it’s all about promoting education and discovery while providing a new channel for brands ready to transition from cross-border eCommerce to a physical space.

As Grasse geared up to host SIMPPAR 2026, it was evident change had occurred in the perfume capital of France. From the remarkable increase in investments made by major oil houses, to the renewed focus on this location for premium ingredients, Grasse is experiencing a well-deserved revival.

Over the years we at Essencional have observed more and more ties between fragrance and music. Meet UK-based rapper fakemink who weaves fragrance names and the power of scent into his lyrics. With new tracks like “Creed” on his latest album, can we expect a fragrance collaboration in the near future?