Despite being a long-standing fragrance hero, vanilla has emerged as the scent of choice for many perfume lovers this year, giving the ingredient major main character energy in 2025 – and which looks set to continue well into 2026 too.
The trusted cornerstone ingredient – commonly praised for its warm, sweet and comforting scent – has once again become the ‘cool kid on the perfume block’ thanks to fragrance players elevating the way it is used in unexpected formulations, new-age product formats and fresh storytelling.
And the timing is just right for the ingredient’s creative resurgence thanks to a flurry of wider influential perfume trends too.
Gourmand fragrances continue to grow in popularity, and vanilla remains one of the most versatile gourmand notes around.
Fragrance wardrobing and scent layering are gaining traction with younger generations, especially Gen Z, and vanilla acts as the perfect neutral canvas to pair with musks, florals, citruses and more.
The smartest houses are [now] treating vanilla like oak in whisky – ageing it, contrasting it, texturising it
Plus, multi-tasking innovations – from hair and body mists to body oils – are making vanilla more sought-after in beauty routines beyond traditional perfumes; while raw material quality has never been higher, setting the scene for a big vanilla resurgence.
“Vanilla has always carried that universal sense of comfort but, olfactively, it has never been more interesting than it is right now,” says Cassandra Browning, a Fragrance Consultant, trained nose and founder of consultancy Fragrances for Good.
“Brands are moving far beyond the sugary, predictable vanillas of the past, and leaning into combinations that feel more textured, savoury and story-driven.
“We are seeing vanilla paired with unexpected ingredients – think salty, buttery or almost umami nuances – to create fragrances that feel good enough to eat without being overtly gourmand.
“Social-first storytelling, especially on TikTok, is [also] shaping this shift towards more complex, visually-led edible identities – these vanillas are nuanced, dimensional and indulgent, without ever feeling basic.”
Louis Vuitton's Fantasmagory
Vanilla’s rise to the top of fragrance lovers' wish lists is also down to the nostalgia trend that has taken beauty by storm this year, with older demographics turning to scents, ingredients and products that remind them of less chaotic times.
“Vanilla’s return feels less like a trend and more like a shift in how people respond to the world around them,” says Pierre Vouard, founder of consultancy agency PJV Advisory and Adjunct Professor at the Fashion Institute of Technology (FIT) in New York, US.
“In a climate shaped by economic anxiety, digital overload and constant instability, people are drawn to familiarity, and vanilla offers something steady to hold onto as things feel increasingly unsettled.
Global Google searches for ‘vanilla fragrances’ have soared 233% between 26 January to 16 November 2025
"Vanilla resonates now because it combines
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