This article was originally published in the Cosmetics Business Fragrance Trend Report. Receive your copy here.
Vanilla mainstreamed as the big fragrance obsession last year, and it turns out it was just the start of our renewed fixation with scented sweet treats.
In 2024, vanilla will continue as a main character, albeit with some surprising twists, as the latest launches set forth.
But gourmand scents are also turning more complex, with unique blends of ‘edible’ notes as the trend wafts through bakeries, patisseries and sweet shops, picking up delectable accords and balancing them with woods, musks and elements of the unexpected.
The appetite for such scents has grown stronger over the past year, with Spate noting a 139.6% year-on-year rise in searches for ‘foodie fragrances’ during the 12 months ending December 2023, and a 77.5% rise for ‘gourmand fragrances’.
Spate states that “Gourmand fragrances dominate the trends predicted to grow in 2024,” with notes such as caramel, honey and brown sugar, as well as vanilla, being among the most coveted scents.
The menu of ‘edible’ fragrances offered to consumers has expanded too, as more luxury brands have entered the segment.
Dolce & Gabbana launched its first gourmand juice, Devotion, towards the end of last year. It features notes of candied citrus, orange blossom and Madagascan vanilla, and was created by Olivier Cresp, one of the perfumers behind 1992’s Angel by Mugler – the original gourmand fragrance that brought the category into existence.
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