Skip to main content

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Best of BoF 2025: A Boom Year Gets Complicated

The year was defined by high-low scent frenzy, global perfume players and buzzy launches. Now, signs of saturation and market bifurcation are emerging.

Hair fragrances may have been around for centuries, but shoppers are just now catching on. — (BoF Team)

By

BoF Team

24 December 2025

In 2025, fragrance dominated the industry once again. Still one of the fastest-growing categories in beauty, a continued obsession with wardrobing and layering everything from body sprays to ultra-luxury perfumes drove a frenzy of new launches. But the market won’t be without its challenges in the new year.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

In This Article

Topics

Beauty:Fragrance

Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty

Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

For Niche Fragrance Makers, Time Is On Their Side

For Niche Fragrance Makers, Time Is On Their Side

For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

Latest News & Analysis

Unrivalled, world class journalism across fashion, luxury and beauty industries.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

Oil Market Set for Tumultuous Week as Kharg Attack Raises Stakes

Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

© 2026 The Business of Fashion. All rights reserved. For more information read our , , and .