How does Generation Z smell? The scent identity of a new era

How does Generation Z smell?

The world of fragrance is undergoing one of its biggest transformations in decades. Luxury no longer has to mean an expensive commercial bottle displayed on a vanity. Today, it’s emotion, storytelling, and authenticity that truly matter. Generation Z - people born roughly between 1995 and 2012 - has changed the way we buy, wear, and understand scent. They don’t want “perfume for women” or “for men”; they look for a fragrance for themselves, one that doesn’t put them into a box.

A new generation - new values

Gen Z grew up in a fully digitalized world where social media shapes tastes (and therefore purchases), while also conditioning them to fast-paced stimuli such as short videos and instant feedback. Zoomers, as they are often called, move fluidly across platforms like YouTube and TikTok, where they discover viral cosmetics, fragrances, and usage trends. And although consumer research conducted in 2023 by McKinsey and The Business of Fashion shows that 45% of respondents test new beauty brands every two to three months, 60% simultaneously declare loyalty to their favorite ones.

This emotionally attuned generation values honesty, individuality, and freedom of choice. For them, fragrance is not an accessory - it is primarily a way to express identity. Gen Z is not indifferent to the climate crisis and pays close attention to ingredient sourcing, ethical practices, vegan formulas, and more. Luxury, in their view, wears the face of responsibility rather than excessive opulence. A brand they trust must be genuine, speak with a human voice, and not pretend to be flawless.

How does Gen Z smell?

Diversity reigns in the scents favored by this generation. On one hand, Zoomers still adore gourmand notes - vanilla, tonka bean, caramel - but in modern interpretations, balanced with salt, musk, or sandalwood. On the other hand, they increasingly reach for clean, subtle “skin scents” that smell natural, like freshly laundered sheets or warm skin after a bath.

Gender-neutral fragrances are also rising in popularity - as many as 40% of Gen Z consumers prefer unisex compositions (as noted in the McKinsey research). Bold yet gentle, perfectly balanced, and blending floral and woody notes, unisex perfumes are their first choice. For Gen Z, scent has no gender. It is a tool of expression: you can wear a masculine fragrance with a soft sweater or a feminine one with an oversized blazer without feeling that anything is “inappropriate.”

On TikTok and Instagram, micro-trends are flourishing as well:

“Clean girl scent”

Fragrances that are delicate, fresh, close to the skin, and give an impression of purity — as if you’ve just stepped out of the shower or slipped into bed after changing your sheets. They may include soapy, musky, subtly floral, or fresh-fabric notes. This trend reflects Gen Z’s pursuit of naturalness and simplicity — a scent meant to be intimate and soothing above all.

“Boyfriend perfume”

This trend first emerged in the early 2010s. In 2012, Vogue Australia described it as “the biggest trend of the year,” and its earlier rise was sparked by the launch of Kate Walsh’s fragrance Boyfriend in 2010, accompanied by narratives of “a scent borrowed from your boyfriend.” Today, it’s enjoying a revival — returning as a symbol of emotional authenticity and intimacy in a world where fragrance is meant to express identity, not gender.

Layering

The art of wearing fragrances in layers. For Gen Z, layering is also a form of self-expression. At a time when boundaries between genders, styles, and aesthetics are becoming fluid, scent stops being just an image-building accessory and becomes a language of emotion. On TikTok and Instagram, viral videos under the hashtag #PerfumeTok show users mixing their favorite perfumes to create a personal signature scent. It is a private ritual, yet also part of daily creativity.

A revolution that smells like individuality

For Generation Z, luxury does not equal a high price tag. Today, luxury means conscious choice and quality. That’s why Zoomers increasingly reach for niche or artisan fragrances, often in smaller bottles but with a distinctive character. The experience matters: the texture of the packaging, the gesture of opening it, the first spray… and, above all, the emotions the scent evokes.