In short: Perfume has become content: Under hashtags like #PerfumeTok, fragrance videos on TikTok, Instagram, and YouTube reach billions of views. A new generation discovers scents through 60-second reviews instead of perfume counters – changing the entire market. What’s behind this phenomenon and how you can benefit from it.
From the beauty shelf to a billion-dollar hashtag
Just a few years ago, perfume was the most invisible beauty product on the internet – after all, you can’t smell fragrance through a screen. This has turned out to be a strength: Because scent is invisible, perfume content thrives on language, emotion, and storytelling. Creators describe fragrances like little movies (“smells like an evening by the fireplace in a cashmere sweater”), rank their collections, test longevity in personal trials, and crown “compliment monsters.” Under #PerfumeTok and related hashtags, such videos have reached billions of views – perfume is now one of the most successful beauty topics on social media.
Why Generation Z is crazy about scents
Market observers agree: Hardly any target group spends as much proportionally on fragrances as Generation Z. For them, perfume is self-expression like fashion or music – many own an entire “scent wardrobe” and switch scents depending on mood, occasion, and season. A single signature scent is a thing of the past; today, a fresh everyday scent, a sweet date scent, and a heavy evening oud simply belong together.
This is exactly where scent twins come in: If you want to own three, four, or five scent types, you can’t spend several hundred euros each time. High-quality alternatives like our Extraits de Parfum make the scent wardrobe affordable – without compromising on quality or longevity.
Dupe culture: from insider tip to mainstream
One of the biggest content trends is “dupe culture”: Videos presenting affordable alternatives to expensive favorite fragrances are among the most viewed formats. What used to be an insider tip is now smart shopping – the community celebrates those who find the same scent experience for a fraction of the price. Why this works is explained in our article about why many designer perfumes are themselves scent twins: The luxury brand markup is in marketing, not the bottle.
Which scents go viral?
Those who follow perfume content recognize patterns: Viral scents are mainly gourmand fragrances (vanilla, cherry, pistachio, caramel), distinctive oriental compositions with oud and amber, and “skin scents” with musk that smell like refined natural skin. In our range, for example, Hidden Cherry (cherry), Celestial Angel (vanilla praline), Le Ombre Nom (oud), and our Misk oils perfectly match these viral scent categories.
Content replaces perfume counter advice – almost
As good as 60-second reviews are: They can’t know what you like. That’s why we combined both – the speed of the internet and real, personal advice: Our AI fragrance advisor knows every one of our scents including notes, asks about your preferences, and recommends your personal favorites in under a minute. And with our discovery sets, you can test the recommendations at home before committing – better than any video.
Frequently Asked Questions (FAQ)
What is PerfumeTok?
The collective term for perfume content on TikTok: reviews, rankings, scent recommendations, and dupe videos. The related hashtags together have billions of views and make perfume one of the biggest beauty trends online.
What is a scent wardrobe?
A collection of several fragrances for different occasions, moods, and seasons – instead of a single signature scent. Scent twins make this concept affordable.
Are viral scents really good?
Often yes – viral scents are usually those that appeal to the masses: sweet gourmands, oud, and creamy musk. Whether a scent suits you is best found out with samples or our fragrance advisor.
Where can I find your viral scent categories?
In the collections Sweet Scents, Vanilla, Oud, and Musk & Misk.
