Fragrance and Perfume Statistics 2026

Skin care is the biggest product category, valued at €32.3 billion, followed by toiletries (€26.4 billion), hair-care products (€20.3 billion), fragrances and perfumes (€17.1 billion) and decorative cosmetics (€13.6 billion).

Europe is a flagship market for cosmetics and personal care products, with retail sales valued at €110 billion in 2025.

On a business unit basis, Fine Fragrance sales increased by 18.3% LFL against a high prior year comparable growth of 18.4%, and Consumer Products sales increased by 6.8% LFL against a strong prior year comparable growth of 13.5%.

Fragrance & Beauty sales were CHF 3,830 million, an increase of 7.9% LFL and 4.6% in Swiss francs.

On a business unit basis, Fine Fragrance sales increased by 15.3% LFL against a high prior year comparable growth of 18.7% and Consumer Products sales increased by 9.3% LFL against a prior year comparable growth of 5.9%.

Fragrance & Beauty sales were CHF 3,150 million , an increase of 8.8% LFL and an increase of 7.8% in Swiss francs, compared to 8.0% LFL and 5.1% in Swiss francs in the first nine months of 2025.

The Scent & Care segment recorded organic sales growth of 3.2%, driven by continued high growth momentum in Fragrance.

The Division strongly outperformed a selective market at around +1%, with a gradual improvement in the second half.

Prestige fragrance grew +5% in dollars and closed the year as the second-largest segment in prestige retail.

Though the smallest category in the mass market, fragrance was the fastest-growing, rising +15% in dollars and units grew at nearly the same rate.

Prestige fragrance sales increased by +6% to $5.9 billion.

Prestige fragrance sales increased by 6% to $3.9 billion and grew on all metrics including units sold and average selling price.

In prestige retail, dollar sales grew +6%, driven primarily by premiumization rather than an increase in purchases, with average prices rising +5% while unit sales remained flat.

In prestige retail, dollar sales grew +6%, driven primarily by premiumization rather than an increase in purchases, with average prices rising +5% while unit sales remained flat.

In the mass retail market, fragrance was the fastest-growing beauty category, with sales increasing +15% and units rising +7%.

Traditionally, the fourth quarter accounts for over 40% of annual sales in both channels.

Solid net revenue growth, delivering €5,042 million in 2025, up +7.8% like-for-like (LFL), at the top end of our 2025 outlook range of 6-8%, +5.3% reported.

Puig holds three spots in the top 10 fragrance brand rankings worldwide with Rabanne, Carolina Herrera and Jean Paul Gaultier.

Strong growth of +4.4% LFL (+2.4% reported), reaching net revenue of €2,354 million in H1 2026, outperforming the premium beauty market

Prestige net revenues of $3,805.8 million, representing 66% of the Company's total sales, decreased slightly on a reported basis and decreased 4% on a LFL basis.

Twelve Months Ended June 30, 2026, Summary Results For the twelve months ended June 30, 2026, compared to the twelve months ended June 30, 2025: Net revenues of $5,806.6 million decreased 2% and included a 4% benefit from FX.

Prestige net revenue of $1,058.4 million, representing 68% of the Company's total sales, declined 1% on a reported and LFL basis.

Over the past year, we have increasingly concentrated investment behind our Top 6 core Prestige brands, which represented 73% of Prestige sales in Q1.

Fragrance net sales increased 10%, primarily driven by double-digit growth from the Company’s Luxury Brands—with broad-based growth across brands as well as growth across all geographic regions—led by Le Labo, TOM FORD, and KILIAN PARIS .

Opened 33 net new freestanding stores across Fragrance globally, led by Le Labo and Jo Malone London, and launched M·A·C in select U.S .

L'Oréal Luxe posted growth of +2.8% like-for-like, +0.0% reported.

LUXE Adjusted like-for-like growth amounted to +5.8%.

Our annual sales reached a record $1.49 billion thanks to favorable foreign exchange and the multiple engines of growth enabled by our broad portfolio of prestige and luxury fragrance brands.

“Coach fragrance sales increased 5% in the fourth quarter and 15% for the full year, reinforcing its timeless, multi-generational appeal thanks to the strength of the brand’s long-established women's and men's lines, which was further boosted by two new successful launches in the first half of 2025.

In 2025, Interparfums continued to focus its investments on the steady development of its brands, with nearly €192 million – more than 21% of its sales – spent on marketing and advertising.

Perfume and Beauty (-8%) is to be compared against a demanding 2024 base, marked by the launch of the new women’s perfume Barénia.

Among American perfume users, department stores remain the most common place to buy fragrances, with half (46%) saying their last purchase was made in-store at a department store.

Far fewer, just one in ten (11%), bought from a specialist perfumery, while over two in ten (23%) made their purchase online from a retailer.

E-commerce [2] growing double digits passing the 30% mark .

E-commerce 3 around +17%, well ahead of the online market.

In the first half of 2025, China’s prestige beauty e-commerce market posted +9% year-over-year growth, with wellness-driven categories like fragrance, up +17%, and hair, up +16%, leading the charge.

These were followed by food deliveries from restaurants, fast-food chains and catering services (21%), cosmetics and wellness products (20%), and furniture and home accessories or gardening items (19%).

Six in ten Americans who are perfume users (60%) say they usually discover fragrances by sampling in-store, far ahead of other methods.

Recommendations from friends or family (35%) and samples received with other purchases (29%) follow next, while advertising (17%), social media or influencers (17%), and online reviews (14%) play smaller roles.

Consumers continue to drive sales on both the higher and lower sides of the pricing spectrum: luxury fragrance brand sales rose by double-digits, while mini/travel size juices grew by +12% in units and mini/discovery fragrance sets were up +41%.

Consumers continue to drive sales on both the higher and lower sides of the pricing spectrum: luxury fragrance brand sales rose by double-digits, while mini/travel size juices grew by +12% in units and mini/discovery fragrance sets were up +41%.

In women’s fragrance, smaller sizes under 1 oz. grew at four-times the rate compared to other sizes, based on units sold.

According to a recent YouGov survey, nearly three in four Americans (74%) say they use perfume or fragrance, 37% regularly and another 34% occasionally.

About one in four (26%) say they don’t use perfume at all.

45% of American perfume users repurchase one or two favorite scents, while 36% like to try new ones.

88% say scent is their top purchase factor, followed by price or value (62%); only 26% consider brand important.

At a very distant third place, brand comes in with 26% of Americans considering it as a factor.

Most spend under $50 Among Americans who use perfume regularly or occasionally, most (57%) spent less than $50 on their last fragrance purchase.

Only 4% report spending $150 or more, showing that high-end purchases remain relatively uncommon.

In the UK, 36% of luxury brand buyers purchased a luxury fragrance (including aftershave) in the 18 months to July 2024, making it the second most frequently purchased luxury goods category after footwear.

In Japan, Mintel research shows that 36% of consumers aged 18-29 prioritise value for money when choosing a perfume or scented beauty and personal care (BPC) product.

A significant 67% of Thai Gen Z view luxury fragrances as a waste of money, while nearly a third (29%) agree that finding a fragrance that matches their personality is challenging.

Mintel research shows that 73% of Thais shower more than once daily and 30% enjoy switching scents based on their outfit.