Il Ruolo di TikTok nel Comportamento d’Acquisto dei Profumi
Il Ruolo di TikTok nel Comportamento d’Acquisto dei Profumi
10 settembre 2025Reading time: 10 min
TikTok has transformed how people buy fragrances, especially younger generations like Gen Z and millennials. Instead of relying on traditional perfume counters or glossy ads, users now turn to TikTok creators for relatable recommendations, tips, and trends. This shift has made fragrance shopping more interactive and accessible, with users embracing variety, affordability, and sustainability.
Key takeaways:
Fragrance Collections Over Signature Scents: Younger consumers prefer owning multiple perfumes for different moods and occasions, inspired by TikTok’s trend-driven content.
Affordable Options Thrive: Dupes and samples are widely popular, with hashtags like #fragrances#dupes reaching 7.5 billion views.
Sustainability and Inclusivity Matter: Eco-friendly packaging and gender-neutral scents resonate strongly with TikTok’s audience.
Subscription Services: Platforms like Scento offer 8ml luxury fragrance vials for €16.99/month, catering to the demand for variety and budget-friendly options.
TikTok’s influence has reshaped the fragrance industry, encouraging experimentation, inclusivity, and online discovery. Brands adapting to these trends are better positioned to meet the expectations of modern shoppers.
Rating The MOST Viral TikTok Fragrances
TikTok Fragrance Trends and Viral Content
TikTok has completely changed how people discover fragrances. According to data from the Scento website in September 2025, several luxury fragrances have achieved trending status on the platform, highlighting TikTok’s power to boost visibility. Some of the standout names include , , , , , , , and .
What’s driving this surge? Popular TikTok influencers, each commanding an audience of 3.6 million followers, are playing a key role. Their genuine and relatable fragrance recommendations are sparking massive engagement and inspiring users to explore these scents.
This phenomenon is making fragrance discovery more accessible than ever, breaking down traditional barriers and reshaping how consumers approach buying. As these trends continue to evolve, they’re redefining the way people connect with and choose their favorite scents.
How TikTok Changes Consumer Preferences
TikTok has shaken up how younger generations shop for fragrances. Beyond just introducing new products, the platform has reshaped how people think about scents, evaluate their worth, and use them as a form of self-expression. This shift is especially clear in the way users are now exploring and expanding their fragrance choices.
From Single Signature Scents to Scent Collections
The once-popular idea of having a single signature scent is fading among Gen Z and Gen Alpha. Thanks to TikTok, these younger consumers are embracing the idea of curating a collection of fragrances tailored to different moods and occasions. While older generations often stuck to one trusted perfume, today’s buyers see fragrances as a way to accessorize. Think of a zesty citrus scent for a morning yoga session, a refined woody perfume for a work meeting, or a bold, sweet fragrance for a night out. TikTok content has made owning multiple bottles not just normal but aspirational, with users frequently sharing their collections and how they rotate scents. This trend has also nudged brands to position their products as part of a broader collection, rather than standalone purchases. As a result, there’s been a noticeable rise in demand for trial sizes and budget-friendly options, making it easier for consumers to experiment without breaking the bank.
Rising Interest in Samples and Budget — Friendly Alternatives
TikTok’s love for discovery and trying new things has fueled a growing interest in fragrance samples and affordable options. Research shows that Gen Z is increasingly skipping in-store testing and buying perfumes online instead. This shift has opened the door for “dupe” fragrances - affordable versions of high-end perfumes - to thrive. The hashtag #fragrances#dupes has racked up a staggering 7.5 billion views, and Google Trends reports that searches for dupe fragrances have tripled over the past five years. Users on TikTok frequently share honest reviews and recommendations for these wallet-friendly alternatives, making them even more popular. By 2025, online fragrance sales are projected to make up 33% of the global market, generating revenues of €3.4 billion.
Growing Demand for Eco — Friendly and Gender — Neutral Fragrances
Sustainability and inclusivity are becoming must-haves for fragrance shoppers on TikTok, especially Gen Z. This group values ethical practices and transparency, gravitating toward brands that offer detailed ingredient lists and eco-conscious packaging. At the same time, there’s been a push to break away from traditional gendered marketing. TikTok creators are leading the charge, showing how fragrances can be enjoyed without being boxed into “for men” or “for women” categories. Influencers and everyday users alike are championing gender-neutral scents, encouraging a more inclusive approach to fragrance. Brands like Ariana Grande and Glossier have successfully tapped into these values, offering accessible prices and modern branding that resonate with younger audiences. These shifts are pushing established fragrance houses to rethink how they design, package, and promote their products to keep up with the expectations of a more conscious and diverse consumer base.
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How Social Media Drives Fragrance Sales
TikTok has become a powerhouse in the fragrance world, transforming how people discover and buy scents. By combining user-generated content, influencer endorsements, and viral trends, the platform creates a direct connection between brands and consumers. This impact is especially clear in personal testimonials, influencer campaigns, and the rise of affordable fragrance alternatives.
User Reviews and Personal Experiences
TikTok thrives on authenticity, and user testimonials are a prime example. These short, relatable stories go far beyond traditional advertising. When someone shares how a fragrance lasted through a hectic day or boosted their confidence at a social event, it resonates on a personal level. These snippets help potential buyers imagine how the scent could seamlessly fit into their lives, offering a more relatable and engaging way to shop for fragrances.
Influencer Campaigns and Viral Fragrances
Influencers play a key role in driving fragrance sales on TikTok. When popular creators casually incorporate specific scents into their daily routines or style advice, their recommendations feel genuine and trustworthy. Add to that seasonal campaigns - think holidays or special occasions - and you’ve got a recipe for viral success. These moments often lead to a surge in visibility and sales. Long-term collaborations with influencers also help brands maintain a steady connection with their audience, building loyalty over time.
Affordable Dupe Fragrances
TikTok has also fueled the popularity of affordable fragrance dupes. These budget-friendly options mimic the scent profiles of high-end perfumes, making them a hit with cost-conscious shoppers. Community-driven content often highlights these alternatives, validating their quality and price. For many, these dupes serve as an entry point into the world of fragrance, eventually leading them to explore luxury options. TikTok’s collaborative and inclusive nature has made it a trusted space for fragrance recommendations, whether for a splurge or a steal.
Solutions for TikTok — Inspired Fragrance Buyers
The way TikTok users discover fragrances calls for a fresh approach compared to traditional retail. These consumers crave variety, authenticity, and the freedom to experiment without breaking the bank. Subscription services have stepped in as a perfect match, offering curated experiences that align with TikTok’s playful and exploratory vibe.
Scento solves a major hurdle for TikTok-inspired fragrance shoppers: exploring luxury scents without committing to the steep price of full-sized bottles. Their service offers 8ml travel-sized vials, each providing around 120 sprays - enough to experience a fragrance over several weeks.
For just €16.99 per month, subscribers gain access to designer scents from top-tier brands like Dior, Tom Ford, and Louis Vuitton, fragrances that typically retail for €100-300 per bottle. This makes luxury fragrances more accessible to budget-conscious consumers who are inspired by TikTok’s constant stream of fragrance recommendations.
The subscription model is flexible, allowing users to either pick their preferred scent each month or let Scento’s recommendation system surprise them based on their preferences. This mix of personalization and discovery mirrors TikTok users’ love for both control and unexpected delights. Plus, the 30-day money-back guarantee and easy cancellation policy remove any hesitation about trying something new.
Personalized Recommendations for TikTok — Inspired Explorers
TikTok’s algorithm has trained its users to expect tailored content, and Scento brings that same level of personalization to fragrance discovery. By analyzing customer feedback and preferences, the service suggests scents that align with individual tastes and TikTok trends.
For example, if someone is drawn to the woody ambers trending in autumn TikTok videos or the fresh florals popular in spring, Scento’s system pinpoints similar luxury options from their extensive catalog. This helps users translate their TikTok-inspired curiosity into actual fragrance choices.
What makes this system even better is its adaptability. TikTok users often shift their preferences as they’re exposed to new trends or creators, and Scento’s recommendations evolve alongside those changes. Subscribers aren’t stuck with outdated scent profiles - they’re always discovering fragrances that match their current interests.
Reducing Waste While Expanding Access to Luxury
Traditional fragrance shopping often leads to waste, with expensive full-sized bottles left unused after just a few sprays. Scento’s 8ml format tackles this issue head-on, encouraging experimentation without the financial guilt of committing to a full-sized bottle.
For TikTok users who are constantly discovering new scent preferences, this format allows them to build a diverse fragrance wardrobe without the regret of unused perfumes gathering dust. It also aligns with the eco-conscious mindset of younger consumers, reducing waste while promoting sustainable habits.
This approach doesn’t just minimize waste - it also democratizes luxury fragrance access. Whether you’re a college student or a young professional, Scento makes it possible to participate in the world of high-end fragrances without stretching your budget. It’s a model that perfectly reflects TikTok’s inclusive, experimental spirit, offering users the chance to explore luxury scents guilt-free while embracing the platform’s ethos of discovery and diversity.
Conclusion: TikTok’s Long — Term Impact on Fragrance Buying
TikTok has completely transformed how people discover fragrances, moving away from the traditional retail experience to a more adventurous and dynamic approach. Instead of sticking to one signature scent, today’s consumers are exploring fragrance as a way to express different moods, moments, and seasons. This cultural shift has created a new wave of fragrance enthusiasts who prioritize variety and experimentation over long-term loyalty to a single bottle.
Modern shoppers now lean towards building curated fragrance collections that reflect their personal style and adapt to their changing preferences. This evolution brings both challenges and opportunities, particularly when it comes to making luxury scents more accessible and offering personalized experiences.
With luxury perfumes often ranging between $150 and $300, many TikTok users are drawn to more affordable options. Scento’s subscription service, for example, offers 8ml vials of designer and niche fragrances for $16.99 per month. This model aligns perfectly with TikTok’s inclusive and community-driven spirit, giving everyone a chance to explore high-end scents without breaking the bank.
Beyond affordability, personalization is becoming a key focus. Inspired by TikTok’s trend-driven nature, fragrance brands are now offering tailored recommendations to help shoppers build collections that feel uniquely theirs. This shift reflects a broader movement in the industry - from expensive, single-use bottles to flexible, affordable, and personalized solutions.
As TikTok continues to shape how younger generations discover and engage with fragrances, brands that embrace accessibility, variety, and sustainability will find themselves ahead of the curve. The platform’s influence goes far beyond fleeting trends, marking a lasting change in how people connect with and express themselves through scent.
FAQs
How does TikTok shape the fragrance choices of Gen Z and millennials?
TikTok has become a powerhouse in shaping how Gen Z and millennials discover and choose fragrances. Its viral trends and captivating content have turned the platform into a major influence on what younger consumers are buying.
Trends like scent layering, gender-neutral fragrances, and functional scents have taken off, with users embracing them as ways to express individuality and prioritize self-care. The #PerfumeTok community, boasting billions of views, showcases TikTok’s role as a vibrant space for sharing fragrance tips and recommendations, cementing its impact on the buying habits of younger audiences.
How do TikTok influencers impact fragrance trends and purchases?
TikTok influencers have become key players in shaping the world of fragrance trends. Through engaging reviews, tutorials, and personal recommendations, they connect with their followers in a way that feels both relatable and impactful. Often, they shine a spotlight on scents that might otherwise go unnoticed, quickly catapulting them into viral fame.
The massive success of hashtags like #PerfumeTok, which has garnered billions of views, underscores TikTok’s influence in driving interest in specific fragrances - especially among younger audiences. By blending curiosity with aspiration, influencers are redefining how people explore and purchase perfumes, making the discovery process both exciting and personal.
Why are sustainability and gender-neutral fragrances trending on TikTok?
Sustainability and gender-neutral fragrances are making waves on TikTok, driven by the values of younger, socially conscious consumers. Many users are gravitating toward eco-friendly options, such as refillable bottles, toxin-free formulas, and natural ingredients. These choices reflect a shared desire to minimize environmental impact while supporting brands that prioritize ethical practices.
Gender-neutral fragrances are equally captivating, as they challenge traditional gender norms and offer inclusivity to a broader audience. This shift in preferences underscores a transformation in the fragrance industry - one that embraces diversity and sustainability, perfectly aligning with TikTok’s dynamic and progressive community.
