7 Best Perfume Trends of 2025, According to Experts: Milk, Rose, Matcha & More

If you want to up your style game this year, your scope shouldn’t just be focused on new clothes but also the best perfume trends. Fragrance trends are quickly rising in popularity and becoming just as important as fashion trends.

2025 might have just gotten started, but experts are already forecasting what the biggest fragrance trends of the year will be, and certain notes have been gaining our attention already. TikTok is head over heels for matcha. We are also seeing much-needed twists on classics like musk, and lest we forget our tendency to use milky fragrances for scent layering. We checked out trending notes across beauty stores and social media and asked experts in the industry all about the hottest new scents we can expect to smell this year. Spoiler alert: There are lots of gourmand smells.

Scroll on to see the best perfume trends of 2025 and shop our editors’ picks.

1. Plum Perfumes

It’s no secret that the beauty industry has been on a fruit-inspired kick these past few years. From strawberry makeup to tomato aesthetics, food groups have been at the top of our minds. Love it or hate it, the truth is it makes sense in the perfume world. While strawberry, apple, and citrus typically get all the attention, it seems like there’s a new fruit coming for the spotlight: Plum. “We’ve seen plum become very popular,” perfume content creator Paul Fino tells Teen Vogue. “[It is] seen in fragrances like Glossier You Reve, Snif Me, Sol De Janeiro Cheirosa 40 and Unmute by Noyz. I wouldn’t be surprised if we see an explosion of plum fragrances this year.”

Glossier

Glossier You Rêve Eau de Parfum

NOYZ

Unmute Eau De Parfum

2. Fig Perfumes

Plum isn’t the only fruit getting its flowers this year. Fig is also slowly but surely gaining popularity. It’s not as bold as plum or as tart as rhubarb (more on that below), but instead, it offers a more mature and delicate take on sweetness. I happen to come from a big fig family — Phlur’s Father Figure is one of my favorites, and Diptyque’s Philosykos is one of my sister’s favorites.

Phlur

Father Figure Eau De Parfum

Diptyque

Philosykos Eau de Toilette

3. Woodsy Rose Perfumes

As model and content creator Calum Harper noted in a Teen Vogue interview last year, “Rose can be oversaturated and made too sweet,” but smelling it in a new way can make you think, “That’s lovely.” Perhaps that’s why woody florals are having a moment. Noyz just dropped Love Club, a rose-based scent with ebony woods, and Lancôme launched Idôle Power, which combines rose and sandalwood.

Maison d’Etto

Karat EG

The 7 Virtues

Vanilla Woods Eau de Parfum

4. Matcha Perfumes

TikTok has been on a matcha kick as of late, but making a daily cup isn’t enough anymore. Now, people want to smell like the green tea powder, so matcha fragrances have gone viral too. And we totally get it because it’s fresh and sweet with a bit of a kick. Maison Margiela and d’Annam are two of influencers’ go-to choices on the app.

Le Labo

Thé Matcha 26 Eau de Parfum

5. Rhubarb Perfumes

Another ingredient that offers some edge when it comes to fragrances is rhubarb. “It’s fruity but not overly sweet,” Fino explains. “It’s more of a tart, green scent that stands out without being overwhelming. And actually, some of your favorite fresh scents might already have rhubarb in them, and you wouldn’t even realize it.” Fino recommends Delina by Parfums de Marly and Eau de Rhubarbe Ecarlate by Hermès. Prada Beauty also just recently launched Infusion de Rhubarbe Eau de Parfum.

Floral Street

Electric Rhubarb Eau de Parfum

Prada

Infusion de Rhubarbe Eau de Parfum

6. Milky Perfumes

Though it may be controversial, scent layering has the stamp of approval from Billie Eilish, Leah Kateb, and more. Milk is a popular choice for perfume layering since it can help balance out stronger scents and add a hint of both earthiness and sweetness — and Teen Vogue’s Associate Culture Director Claire Dodson already put the trend to the test with one of Sabrina Carpenter’s perfumes. Perfume student and blogger Emma B, better known as Perfumerism says, “Milk has been huge. Ever since my milk perfume series in 2023 skyrocketed to 30 [million] views, I cannot seem to find an escape from the note.” Want to amp it up? She says ultra creamy notes are also becoming more popular. This is a sentiment Corrales echoes as well. “I’m also seeing consumers loving whipped, lactonic scents that are reminiscent of chantilly cream, with [Phlur] Heavy Cream’s viral success being a testament to this new obsession,” she says.

DedCool

Milk Eau de Parfum

Ellis Brooklyn

Vanilla Milk Eau de Parfum

7. Marshmallow Perfumes

Want something sweeter? You’re not alone, and we have just what you need: Marshmallows in a bottle. “[Consumers] seem to gravitate towards marshmallows, or other toasted characteristics like buttery and nutty notes,” Corrales shares. Rihanna put marshmallow fragrances on the map a while back, but they seem to continue to grow in popularity, and brands are taking note. “Marshmallow is a huge trend at the moment, for example Kayali’s Yum Boujee Marshmallow, the new Black Opium Glitter, and the new Ellis Brooklyn Marshmallow Body Mist,” Perfumerism says.

Kilian Paris

Love, Don’t Be Shy Eau de Parfum with Vanilla & Marshmallow

Kayali

Yum Boujee Marshmallow

SOURCE: Teen Vogue


About Michael Zotos 618 Articles
Founder and owner of Performer.com/Performer Media LLC, a multimedia content creator for a variety of national plus local print & electronic media affiliates.