Perfumistas Emergentes Ganan Fama en Redes Sociales
Perfumistas Emergentes Ganan Fama en Redes Sociales
7 de enero de 2026Reading time: 10 min
Social media is changing how perfumers connect with audiences and build their brands. Platforms like TikTok, Instagram, and YouTube allow emerging creators to bypass traditional industry barriers, directly engaging with millions of potential customers. Viral content, personal storytelling, and collaborations with influencers have propelled niche fragrance brands into mainstream success.
Key highlights:
Viral Impact: TikTok hashtags like #PerfumeTok amassed 6 billion views by late 2023, driving sales for brands like Phlur and D.S. & Durga.
New Strategies: Perfumers use storytelling, mood-driven aesthetics, and influencer partnerships to market scents people can’t physically smell online.
Trends Shaping the Market: Boozy gourmand and tea-inspired fragrances are gaining attention, while Gen Z shifts toward mood-based fragrance collections.
Consumer Influence: 66% of Gen Z buyers rely on TikTok for fragrance recommendations, driving demand for transparency and direct engagement.
The rise of social media has lowered entry barriers for new perfumers while reshaping consumer habits, making storytelling and community engagement essential tools for success.
Social Media’s Impact on Fragrance Industry: Key Statistics and Trends
How New Perfumers Use Social Media to Build Their Brands
Emerging perfumers are redefining how they establish credibility, moving beyond traditional marketing channels to embrace more personal and direct strategies. By focusing on storytelling, influencer collaborations, and leveraging trending social media formats, they align with the industry’s growing emphasis on transparency and consumer connection.
Building Connections Through Personal Stories
Sharing personal experiences has become a powerful tool for new perfumers to connect emotionally with their audience. Take Chriselle Lim, for example, who relaunched the brand Phlur in February 2022 with the fragrance "Missing Person." Lim tied the scent’s narrative to her own divorce, creating a deeply personal marketing campaign. She noted:
"I’m seeing fewer campaigns that are celebrity-facing or with models running through the field... people want to know how a fragrance is going to make them feel."
Another strategy gaining traction is digital mood boarding. Perfumers use Instagram to craft visual stories and communicate brand values long before their products hit the shelves. A standout example is the South Korean brand Tamburins, which, in March 2024, became Instagram’s most talked-about fragrance brand. They blended AI-generated visuals with bold real-world installations, including giant pumpkin displays, to introduce their "Pumkini" scent.
Partnering with Influencers and Content Creators
Collaborating with influencers has proven to be a game-changer for new fragrance brands. In June 2024, Snif teamed up with TikTok star Monet McMichael to launch "Rose Era", priced at €65. McMichael played an active role in the scent’s development, hosting year-long "smell sessions" and selecting 30 fans from her social media comments to receive exclusive PR packages ahead of the official release.
This approach works because influencers are perceived as trusted voices rather than traditional advertisers. For instance, a TikTok review of "Bianco Latte" by Giardini di Toscana, shared by @perfumerism (Emma), went viral with over 11 million views in October 2023. The buzz turned this niche Italian fragrance into a global hit, with retailers like Luckyscent struggling to keep it in stock well into 2024. Notably, 66% of Gen Z consumers say TikTok influences their fragrance purchases, with Instagram following closely at 64%.
The freedom given to content creators is critical. Alex Nisenzon, CEO of Charm.io, explains:
"The biggest driver of success on TikTok is your creator strategy... more established, traditional brands tend to do worse on TikTok, because they have this desire to maintain a lot of control around their brand image."
Tapping Into Trending Hashtags and Viral Formats
Emerging perfumers also capitalize on platform trends to amplify their reach. By participating in challenges and using popular hashtags, they engage with users actively seeking fragrance-related content. Some brands take it a step further by creating buzz outside the digital space. In September 2024, Glossier launched its "Rêve" and "Doux" fragrances by sending locked boxes to select influencers. These boxes could only be opened on launch day with unique codes, sparking a wave of unboxing videos.
Understanding the nuances of each platform is crucial. Instagram thrives on polished, curated visuals that appeal to Millennials, while TikTok’s raw, creator-driven content resonates with Gen Z. Additionally, perfumers connect with niche communities on platforms like Fragrantica, Basenotes, and through podcasts such as Perfume Room, where ingredient transparency and artistic storytelling are deeply valued by fragrance enthusiasts.
Case Studies: Perfumers Who Built Their Brands on Social Media
Gustavo Romero: Spotting Gourmand Trends on TikTok
Gustavo Romero tapped into TikTok’s unique ability to spotlight emerging trends, particularly in gourmand fragrances. He noticed the growing buzz around "milky" and "sugary" scent profiles in creator reviews, transforming these viral favorites into must-have fragrances practically overnight. His success wasn’t random - 66% of Gen Z Americans say TikTok shapes their fragrance-buying decisions more than any other platform. By closely monitoring trending scent discussions, Romero crafted fragrances that resonated with what consumers craved in real time. Next, Erin Kleinberg’s mastery of Instagram demonstrates another way social media can elevate a brand.
Erin Kleinberg: Crafting SIDIA’s Mood — Driven Identity on Instagram
Erin Kleinberg used Instagram to position SIDIA as a brand focused on mood and lifestyle. Through carefully curated visuals, she showcased how her fragrances could enhance emotional well-being and seamlessly fit into daily routines. Instead of relying on traditional ads, Kleinberg leaned into storytelling, creating posts that conveyed SIDIA’s values and how the scents could enrich everyday life. This approach built a strong connection with her audience, proving that visual narratives can be just as impactful as product-focused campaigns. Meanwhile, Veronique Spoturno brings a different angle, blending nostalgia with audience collaboration.
Veronique Spoturno: Nostalgia as a Bridge to Modern Consumers
Veronique Spoturno took a unique route by reviving nostalgic scents, tapping into the emotional power of memory. She embraced "Anemoia" - a longing for a past never personally experienced - and turned it into a cornerstone of her brand. Spoturno didn’t position herself as an untouchable expert. Instead, she engaged her audience in a two-way conversation, treating product creation as a shared journey. This approach, rooted in authenticity and collaboration, demonstrated how nostalgia combined with genuine interaction can captivate today’s fragrance enthusiasts.
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How Social Media Influences Fragrance Trends and Consumer Choices
Social media has completely reshaped how people discover and buy fragrances. The once-popular idea of sticking to a single "signature scent" is fading, replaced by the concept of mood-based fragrance collections. Today, 73% of Gen Z consumers wear fragrances at least three times a week, often choosing scents to match their mood.
Platforms like TikTok and Instagram are at the heart of this transformation. Among Gen Z Americans, TikTok influences 66% of fragrance purchases, while Instagram follows closely at 64%. Viral reviews on these platforms have led to massive sales surges and even waitlists for certain perfumes. These viral moments don’t just drive sales - they also validate new fragrance categories almost instantly. Emerging perfumers are leveraging this dynamic to innovate quickly, responding directly to consumer feedback. It’s a new era where social media sets the stage for fragrance trends.
Emerging Trends: Boozy Gourmands and Tea — Inspired Scents
Distinctive fragrance profiles are thriving, thanks to social media. Boozy gourmand scents - featuring notes like whisky, rum, cognac, and amaretto - are becoming popular as consumers seek sophisticated alternatives to overly sweet options. At the same time, tea-inspired fragrances are having their moment. Interest in matcha-themed perfumes surged by 241.1% in early 2025 compared to the previous year. Searches for matcha and watermelon perfumes also saw notable increases, rising by 127% and 120%, respectively, between November 2023 and October 2024.
Content creator Emma B from Perfumerism summed up the shift perfectly:
"A lot of [my followers] have expressed gourmand fatigue. It’s still so popular, but I think people are looking for the next evolution of the category".
This trend highlights a growing interest in more nuanced fragrance profiles, moving from rich, sweet notes to clean, fresh, or earthy accords.
Social media is also reshaping how men approach fragrances. The "smellmaxxing" movement - where teenage boys and young men share tips on achieving fresh or musky scents - has fueled a 44% increase in annual fragrance spending among teenage boys. Their average spending rose from $75 in 2023 to $110 in 2024. This shift is part of a larger trend, with the global fragrance market projected to hit $106 billion by 2028.
Using Engagement Data to Guide Product Development
Perfumers are increasingly using social media engagement data to refine their creations. Real-time feedback allows them to tap into consumer preferences and trends. For example, when Chicago-based Clue Perfumery released "With the Candlestick" - a scent inspired by melted wax and First Communion - it went viral after a tweet by perfume writer Audrey Robinovitz in 2024. The fragrance sold out on the brand’s website and at niche retailer Luckyscent for an extended period.
Beyond viral moments, perfumers are closely monitoring niche forums like Fragrantica and Reddit. These spaces are filled with detailed and evocative consumer feedback, often described as "floral language", which provides insights that traditional focus groups might miss. Such feedback has revealed a growing demand for unconventional notes - like dust, melted wax, and industrial materials - that might not surface in standard market testing.
Engagement metrics also act as a form of accountability. Perfumers keep an eye on comments to address concerns about ingredient sourcing and adjust their strategies accordingly. It’s clear that social media not only drives trends but also empowers consumers to shape the future of fragrance in ways that were unimaginable just a few years ago.
Conclusion
Social media has reshaped the way new perfumers establish their brands and interact with consumers. The industry has moved away from traditional aesthetics, embracing storytelling and honest self-expression. This shift has created opportunities for emerging talent that might have previously been overlooked by the old guard. Success now hinges on treating social platforms as two-way conversations, where personal narratives and transparency foster deeper connections than the aspirational, unattainable image of the past ever could.
The examples discussed earlier highlight the importance of tailoring strategies to specific platforms. Perfumers who master short-form videos on TikTok, craft visually stunning mood boards on Instagram, and engage with niche communities on sites like Fragrantica are leading the charge in redefining the fragrance market.
What distinguishes today’s most successful perfumers is their ability to listen and adapt quickly. By analyzing engagement data and reacting to trends, they can innovate faster and more effectively than traditional approaches ever allowed. Modern consumers value flexibility and authenticity over rigid traditions, and the fragrance industry has shifted from pushing a singular "signature scent" to aligning with the diverse moods and identities of its audience.
For new perfumers, the entry barriers are lower than ever, but the demand for authenticity has never been greater. Those who combine compelling personal stories with platform-specific expertise and genuine audience interaction will continue to shape the future of fragrance branding. The case studies underline a clear message: authenticity, agility, and a deep understanding of storytelling on digital platforms are driving the evolution of the industry.
FAQs
How are new perfumers using social media to build their audience?
Emerging perfumers are finding innovative ways to connect with fragrance lovers by tapping into the power of social media. Platforms like TikTok and Instagram have become vibrant stages where creators share captivating short videos, scent-inspired challenges, and personal anecdotes to breathe life into their perfumes. Influencers like Funmi Monet and Emelia O’Toole (better known as "Professor Perfume") are leading the charge, offering engaging content that helps audiences navigate the world of fragrances - even without a chance to smell them firsthand. The popularity of hashtags like #PerfumeTok, which has amassed over 1.7 billion views, underscores the growing impact of these online communities.
Social media isn’t just about showcasing products - it’s also a window into the creative process. Indie perfumers use these platforms to share behind-the-scenes glimpses, from formulation tips to raw material reviews and day-in-the-life vlogs, creating a more intimate connection with their followers. Some even go a step further by turning these channels into direct sales avenues. Through services like Scento, perfumers offer small samples ranging from 0.75 ml to 8 ml, giving shoppers the chance to try before committing to a full bottle. This sample-first approach resonates with today’s digital-savvy consumers, making fragrance discovery both accessible and low-risk.
How are influencers helping new fragrance brands succeed?
Influencers have become a powerful bridge between emerging perfume brands and today’s curious, exploration-focused shoppers. Platforms like TikTok and Instagram offer creators the perfect stage to share unboxings, scent impressions, and daily fragrance favorites, introducing niche brands to vast audiences. This kind of exposure often leads to immediate spikes in sales and a noticeable increase in brand recognition.
Through their engaged communities, influencers build trust and inspire followers to try new scents, often through decants or subscription services. Their feedback also serves as a valuable resource for indie brands, helping fine-tune products and sharpen marketing strategies. With their unique blend of reach, authenticity, and active audience interaction, influencers have become a key ingredient in the success of up-and-coming fragrance brands.
How is social media shaping fragrance trends and influencing consumer choices?
Social media has become a game-changer in how people discover and buy fragrances. Platforms like TikTok and Instagram have turned scent recommendations into captivating content. Viral videos and eye-catching posts now spark massive interest in both high-end and niche perfumes. Creators often share quick, story-driven reviews that intrigue viewers and encourage them to explore new scents.
Communities on platforms like TikTok, Reddit, and Discord amplify this trend by fostering a culture of experimentation. Members share samples, dissect fragrance notes, and collectively highlight which scents are worth trying. This has fueled the popularity of sampling smaller decants - like 0.75 ml, 2 ml, or 8 ml - before committing to a full-sized bottle. These smaller options fit seamlessly into the social media discovery experience, letting shoppers explore trending scents without breaking the bank.
