With videos that have amassed billions of views and influential voices speaking to millions of followers, the potency of #PerfumeTok shows no sign of fading away. And unlike the perfume purveyors who’ve come before, the younger generation of fragrance lovers aren’t just looking for a scent to absentmindedly spritz and forget, but rather a fragrance that helps them create an experience and a distinct identity. “The next generation isn’t just buying a perfume, they’re curating a scent identity by layering fragrances and finding a perfume with a story,” says Ameerah Abdul-Ghaffar, the founder of Orris Labs Custom Perfume Making Studio and a perfume expert with 10-plus years of experience in the industry. Having spent a large part of her career helping customers to design bespoke scents, “we love working with people one-on-one, getting to know them and their stories, which helps to create a signature blend that resonates with the wearer,” she says. 

Along with the scent itself, Abdul-Ghaffar finds that younger consumers are driven by authenticity, value-driven choices and conscious consumption when choosing their fragrances. “They’re exploring smaller, niche perfume houses that offer distinctiveness,” she says. “Big designer brands are still present, but indie scents feel more authentic and underground, which Gen Z vibes with.”

From every angle, the collective desire to smell good is big business. According to Statista, the worldwide fragrance market is projected to generate a revenue of over $62 billion USD this year (approximately $85 billion CAD). The trend among recent launches can be summed up in two words: sweet treats. “In 2025, the fragrance world is embracing bold innovation, emotional storytelling and a deeper connection to nature. ​Gourmand scents are leading the pack but with a savoury twist,” says Abdul-Ghaffar, whose current go-to is Orris’ Solstice, a blend of cardamom, pink pepper, tonka bean, amber, jasmine and pistachio, “Anything related to food is popular at the moment.” In her workshops, cocoa butter, matcha, marshmallow, balsam and warm spice are fan favourites.

If you’re in the market for a new fragrance, consider taking into account the impending change or time of season. “Lighter, fresher and more volatile notes, like citrus, green, aquatic or light florals, tend to shine in warmer weather,” Abdul-Ghaffar says. For summer, Abdul-Ghaffar suggests looking for notes of neroli, bergamot, grapefruit, jasmine, rose and green tea; these will not only help wearers feel refreshed, but match the brightness and airiness of the season.

Whatever the motivation to enhance your olfactory impression may be, finding a match requires giving any new-to-you scent a proper trial. “Your skin chemistry is everything. A fragrance on a blotter or someone else may not smell the same on you,” explains Abdul-Ghaffar. Her guidelines for proper testing include trying the scent on your skin (ideally on your wrist or inner elbow), waiting a few hours to judge it and paying attention to the dry down (a.k.a. how it evolves after the top notes that you’ll smell first dissipate). 

To treat your senses, here’s five new genderless fragrances that smell good enough to eat.

The 7 Virtues Clementine Dream Eau de Parfum, 50ml, $127 CAD, the7virtues.com

A creamy citrus scent with notes of clementine, fruity cassis, magnolia and vanilla, this perfume aims to improve focus, energize and inspire creativity. The perfect scent for those who adore a zest of clean citrus (think fresh laundry hung out to dry in an orange orchard). As a thoughtful addition, funds from sales support Days for Girls, an organization that advances period equity in North America.

Henry Rose Dave Eau de Parfum, 50ml, $165 CAD, Sephora

The latest from an award-winning line of fine fragrance with an eco-stance (the bottle is made from 90 per cent recycled glass, the cap is commercially compostable soy resin), notes of Chantilly vanilla, delicate neroli, tonka bean and cocoa shell share airtime in a decadent gourmand that toggles between playful freshness and sophisticated warmth. 

Maison Francis Kurkdjian Kurky Paris Eau de Parfum, 70ml, $330 CAD, Holt Renfrew

Created by a Paris-based icon and inspired by the vibrant, carefree feeling of childhood nostalgia, notes of fruit candies, white musk and vanilla swirl together, creating a scent that smells like, and evokes memories of,  sugary confections. This scent should be a go-to for anyone who leans towards cotton candy notes and sweeter fragrances. 

DedCool Mochi Milk Eau de Parfum, 50ml, $121.50 CAD, Sephora 

A recipe for a dreamy discovery; notes of peach nectar, marshmallow and sweet rice milk are balanced with sandalwood, amber and white musk to create a warm, sweet scent that’s perfect for anyone who wants a subtle scent that can be layered with their other favourite fragrances. 

Ellis Brooklyn Guava Granita Eau de Parfum, 50ml, $161 CAD, Sephora

Enhance your zest for life with a fruity-floral spritz that merges guava, banana, bergamot with melon, coconut and mango, all blended into a rich base of vanilla, sandalwood and almond milk. The perfect choice for summer, this perfume is for those who want to have the island feel right at home. For more thought-provoking stories and exclusive content, subscribe to 3 magazine’s print and digital editions today!