Sweet scents vanilla and strawberry have been named Gen Z’s most sought-after olfactory notes, according to new research by Unilever.
64% of those aged 18 to 25 prefer sweeter-smelling perfumes, which also include cherry blossom, found the survey of 2,000 people by the British consumer goods giant.
More traditional aromas, such as cut grass and sandalwood, appeal less to Gen Z, while millennials favour mint and Gen X enjoy the smell of fresh laundry.
Unilever’s study also found that eight in ten Gen Z consumers choose products based on how the scent makes them feel, while a further 41% stated they ‘must’ smell of a fragrance wherever they go.
“Compared to older generations who tend to stick with familiar, comforting scents, Gen Z is more experimental,” said Vivek Sirohi, Head of Unilever Fragrance House.
“Getting a deeper understanding of how different age groups connect with fragrance helps us make products that really speak to them, or that strike a nostalgic chord.
“It is not just about following trends – it is about staying in tune with what people want.”
Just under a third (29%) of Gen Z are embracing viral trends such as ‘smellmaxxing’ – layering multiple scents to create a personalised smell, found the report.
More than half (56%) also buy scented products without smelling them first, relying on social media recommendations.
“For Gen Z, fragrance is not just about smelling good – it is becoming part of how they express themselves, like fashion or music,” Sirohi added.
“They are mixing, layering, and choosing scents that reflect who they are and what they care about.
“Social media plays a big role here too – trends like ‘smellmaxxing’ show just how creative and bold they are willing to be.”
It comes as Unilever has doubled down on its fragrance offering in 2025.
The company opened a new fragrance lab in the US in July, marking the “next chapter” in its global innovation as part of €100m plans to boost its in-house scent expertise.
Unilever also announced an £80m investment in fragrance production in the UK in May, revealing plans to build a new state-of the art fragrance facility in Port Sunlight, Merseyside.
“That is why we are investing into strengthening our ability to innovate faster, blending science, creativity and cultural insight to shape the next chapter in fragrance,” said Sirohi.
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