Fragrance has long held a prized place in the holiday gift landscape – but in 2025, it is asserting itself as a standalone advent category.
According to market data from Modor Intelligence, the global perfume market was valued at around US$76.71bn in 2025 and is projected to grow at a CAGR of 7.95 % through 2030, reaching over $112bn.
Within that, Modor Intelligence reported premium perfumes already command roughly two-thirds of market share and are on a steeper growth trajectory.
Gift behaviour underlines the category’s emotional and commercial strength: one in five people opted to gift fragrance at Mother’s Day, according to Circana, with 18% of consumers planning to give perfume or cologne during holiday occasions – outpacing many other beauty verticals.
Brands are capitalising on this momentum by launching fragrance-only advent calendars – a refined take on beauty countdowns that speaks to scent lovers and gift buyers alike.
These calendars distil all the emotional storytelling, brand cachet and sampling curiosity of a regular advent box – but with a singular narrative of fragrance discovery.
From twelve-day formats to full 24- or 25-day editions, the approach allows brands to showcase core scents, limited editions and travel sizes while maintaining premium positioning.
As more consumers seek curated, luxury gifting experiences, fragrance advents deliver both surprise and sensory indulgence.
The best fragrance-focused advent calendars for 2025
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