The fragrance boom continues to blossom through 2025, and one of the key growth areas for the industry’s valuable Gen Z consumers is a growing interest in new scent formats.
Solid fragrances tick a number of high-ranking priorities in younger consumers’ purchasing considerations, ranging from sustainability to personalisation.
In addition to this, they offer benefits such as portability and competitive pricing compared to typical eau de parfum or eau de toilette fragrances.
Both well-established and emerging brands have taken note, and are looking at opportunities in this up-and-coming space.
“Solid fragrances are gaining momentum because they align with today’s evolving consumer needs – convenience, sustainability, and a more intimate, customisable application experience,” says Malena Higuera, CEO of NOYZ, the start-up fragrance line from Beach House Group, the beauty incubator behind celebrity beauty brands such as Kendall Jenner’s Moon and Milly Bobby Brown’s Florence By Mills.
“They offer portability without the risk of spills, layering and an enjoyable re-application, making them ideal for on-the-go lifestyles,” adds Higuera.