Ask anyone to describe a millennial and they’ll all say the same thing: Avocado on toast obsessed plant moms with imposter syndrome and side partings (and if it’s between September and December, probably a Pumpkin Spice Latte to boot). When it comes to beauty preferences, millennials are said to be equally as predictable. Makeup is all about the full coverage foundation, contouring and the power brow. Skincare consists of a ten-step routine topped up with plenty of self-tan.
Perfume choices range from the couture options from the most elite fashion houses (think Chanel Coco Mademoiselle and J’Adore Dior) to the niche, in-the-know cult favourites (Byredo Gypsy Water, Escentric Molecules 01 and Le Labo Santal 33).
As intrigue continues to wain on millennial culture, there’s an increasing focus on the succeeding generation, Gen Z, which includes anyone born between 1996 and around 2015. Gen Z, or Zoomers, are known for their pragmatism, inclusive outlook and, of course, TikTok dances. They prefer more natural-looking makeup with a less-is-more approach to products. But what about their perfumes?
“I think there is a huge assumption made that the younger demographic only like lighter fragrances, but Gen Z are a sophisticated group of young people that want to learn and become connoisseurs of fragrance,” says Michelle Feeney, Founder of Floral Street, who are known for creating beautifully balanced fine fragrances at an accessible price.
“They also seek out independent brands and ones that are aligned with their personal values and ethics,” she notes. “They choose Floral Street perfumes as we are sustainable and founder-led offering ‘clean’ fragrances with ingredients that are traceable from source to scent.”
That’s not to say Zoomers aren’t interested in the big blockbuster scents as well. Online retailer Look Fantastic lists Carolina Herrera Good Girl as well as Jimmy Choo Flash among its best-selling scents for the demographic, both loved for their sensual and rich jasmine notes.
Whether it’s the brand ethos, a specific ingredient or a unique bottle, here are the most popular perfumes among Gen Z…