Social media has transformed how people discover and buy fragrances. Platforms like Instagram and TikTok now drive trends, replacing traditional ads and in-store testers. Here’s the key difference: Instagram thrives on polished visuals and luxury branding, while TikTok focuses on emotional storytelling and viral moments. Both platforms shape fragrance trends, but their approaches cater to different audiences and styles.
Key Insights:
Instagram: Luxury-focused, curated "shelfies", and aspirational content. Popular for high-end brand collaborations and visual storytelling.
TikTok: Fast-paced, relatable videos with emotional hooks. Trends like #PerfumeTok (5.2B views) and #perfumedupes (114M views) drive viral sales.
Consumer Behavior: 50% of Gen Z buy fragrances without testing, influenced by social media.
Emerging Trends: TikTok promotes niche brands and affordable dupes, while Instagram elevates established luxury houses.
Quick Takeaway: Use TikTok for discovery and Instagram for validation, but sample scents before committing to avoid regret.
Instagram acts as a digital gallery, showcasing the elegance of fragrances through meticulously curated images. Its design, centered on visuals, rewards creators who excel at crafting striking compositions that stand out in a busy feed.
Content Style on Instagram
The "shelfie" has become synonymous with Instagram’s fragrance content. These carefully arranged displays turn perfume collections into eye-catching visual statements. On this platform, the visual impact of a portrait-format image often outweighs the need for an in-depth narrative. For instance, a bold red bottle or a brightly colored perfume can immediately grab attention, as demonstrated by the 373 million views on the #perfumecollection hashtag.
Fragrance brands are keenly aware of this trend and design bottles with Instagram aesthetics in mind. Sculptural designs from brands like Paco Rabanne and Carolina Herrera naturally command attention in curated feeds. Beyond the bottles themselves, Instagram integrates these fragrances into lifestyle narratives, using them as props in dreamy, aspirational settings. This creates what one industry expert calls a "dreamy, fantasized universe" where perfumes seamlessly blend into carefully constructed moments.
"Visibility is less often created by narrative depth than by image impact in portrait format."
Georg R. Wuchsa, Author and Founder, Scent Amor
Audience Engagement on Instagram
Instagram goes beyond superficial engagement, offering tools like saves and direct messages that enable creators to build meaningful connections. These features allow influencers to provide personalized fragrance consultations, fostering one-on-one interactions. For example, fragrance influencer Funmi Monet, with over 250,000 followers, helps her audience choose scents for milestone events - a service that deepens her relationship with her followers.
The platform also serves as a key space for influencers to form partnerships with luxury brands like Dior and Maison Francis Kurkdjian. Comment sections, meanwhile, have become forums for discussions about brand values, ethics, and product recommendations. A notable case is Parfums de Marly, which was acquired for $700 million in 2023. Its robust social media presence, driven by Instagram’s visual storytelling, played a significant role in its valuation.
While Instagram thrives on polished visuals and curated content, TikTok offers a contrasting approach, focusing on dynamic and engaging storytelling. This sets the stage for a fascinating comparison between the two platforms.
TikTok Fragrance Reviews: Fast — Paced Video Content
TikTok has revolutionized how people experience fragrance reviews, turning them into quick, emotional snapshots. The hashtag #perfumetok has already surpassed 5.2 billion views, showing how creators have developed a fresh way to describe scents - one that focuses on feelings and lifestyles instead of traditional notes.
Content Style on TikTok
On TikTok, fragrance reviews are all about vibes. Instead of diving into technical jargon, creators paint a picture of a scent’s personality and mood. Phrases like “smelling like generational wealth” or “clean girl aesthetic” link fragrances to aspirational lifestyles. It’s less about dissecting ingredients and more about storytelling.
Short, engaging formats dominate. Unboxing videos, “first spritz” reactions, and ASMR spray sounds grab attention instantly. Some creators hop on trending challenges, like imagining which scents characters from Euphoria might wear, or share rapid-fire “top 5” rankings to keep recommendations snappy and easy to digest.
Another huge trend is dupe culture. The hashtag #perfumedupes has racked up over 114 million views, with creators comparing affordable options from brands like Zara to high-end fragrances. Meanwhile, #layeringperfumes, boasting 363 million views, showcases how users mix scents to create their own unique blends.
TikTok’s influence on fragrance sales is undeniable. In January 2021, a video by @nearlynoseblind on D.S. & Durga’s “Debaser” caused searches for the scent to skyrocket by 600% between Q1 and Q3 of that year. Similarly, in October 2023, Canadian creator @perfumerism (Emma) reviewed “Bianco Latte” by Giardini di Toscana. Her video gained over 11 million views, turning the Italian niche fragrance into a viral sensation that stayed on backorder well into 2024.
This visual and emotional storytelling style has made TikTok the go-to platform for discovering fragrances in a whole new way.
Audience Engagement on TikTok
TikTok’s algorithm thrives on interaction - likes, shares, and duets turn casual views into viral moments, often leading directly to purchases. It’s reshaping how people shop for fragrances, with 50% of Gen Z now buying scents without ever smelling them. Many rely on influencers who share their taste, often called “scent twins,” to guide their choices.
"If you find a content creator who has the same taste in fragrance as you do, then you never have to worry about smelling anything ever again."
Emelia O’Toole, Creator (Professor Perfume)
TikTok also levels the playing field for smaller, niche brands. Without needing massive ad budgets, these brands can compete with luxury houses through authentic, viral storytelling. A standout example is Phlur’s “Missing Person.” In 2022, a video of a creator emotionally moved by the scent went viral, leading to the fragrance selling out immediately and amassing a 250,000-person waitlist.
"Traditionally, people need to smell fragrance before purchasing and the fact that we were not in any stores or counters at the time when we launched really proved to us that strong storytelling can be so powerful."
Chriselle Lim, Creative Director at Phlur
Bryan Edwards, Co — CEO of Snif, summed it up perfectly: TikTok is becoming “what Facebook and Instagram were in 2010; it’s going to be the main way people discover creators and brands for the next decade”. With its unique mix of immediacy and authentic storytelling, TikTok has firmly established itself as the epicenter of fragrance discovery.
Key Differences Between Instagram and TikTok Fragrance Reviews
Instagram vs TikTok Fragrance Reviews: Platform Comparison
Instagram and TikTok may both host fragrance reviews, but they cater to vastly different styles and audiences. Instagram leans heavily on polished aesthetics and carefully curated visuals - think "picture-perfect shelfies" that transform perfume bottles into works of art. TikTok, in contrast, thrives on raw, unfiltered moments, where genuine reactions and emotional narratives take center stage. These contrasting approaches influence how users interact with content and shape the trends that emerge on each platform.
Content Style and Presentation
The way fragrance reviews are presented reflects the unique culture of each platform. Instagram prioritizes high-quality visuals, with creators showcasing fragrances through professional photography, Reels, and posts that highlight brand prestige and aspirational lifestyles. Flat lays with aesthetic backdrops and elegant bottle arrangements dominate the feed.
On TikTok, it’s all about grabbing attention quickly. Creators rely on hook-driven content like unboxing videos, ASMR spray sounds, and immediate "first spritz" reactions. TikTok’s fast-paced format favors vibrant visuals and sculptural bottles that pop on screen, making every second count.
Aspect
Instagram
TikTok
Format
High-quality photos, Reels
Short vertical videos (15-60 seconds)
Focus
Aesthetics, lifestyle, brand prestige
Emotional storytelling, "vibes", ASMR
Visual Style
Polished shelfies, curated imagery
Raw reactions, hook-driven content
Content Trends
Brand collaborations, collection displays
Dupes, layering tutorials, scenario-based reviews
This contrast in presentation not only reflects the platforms’ cultures but also creates distinct experiences for fragrance enthusiasts.
Audience Engagement Dynamics
The way audiences engage with fragrance content also varies between the two platforms. Instagram fosters community-driven loyalty, where followers form lasting connections with influencers who double as trusted advisors or "fragrance aunties". These relationships often grow through consistent interactions, like comments and direct messages, creating a sense of mentorship.
TikTok, on the other hand, thrives on algorithm-driven discovery. Content spreads through the "For You" page, reaching new viewers based on likes, shares, and duets rather than an influencer’s follower count. This creates a more interactive and conversational dynamic, where creators and audiences exchange ideas in real-time, breaking away from Instagram’s more hierarchical structure.
"I’m excited to learn back and forth with everybody on [TikTok], instead of positing myself as somebody who knows everything about this." - Elise Grenier (@eliselovessmells)
These differences in engagement styles - mentorship on Instagram versus dialogue on TikTok - highlight how each platform shapes the way users discover and connect with fragrances.
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Instagram and TikTok are reshaping how people discover and connect with fragrances, each offering a distinct approach. Instagram leans into aspirational luxury, while TikTok thrives on emotional storytelling and viral moments. Together, they paint a fascinating picture of how social platforms drive fragrance trends in unique ways.
Instagram’s Role in Fragrance Discovery
Instagram has positioned itself as the go-to platform for showcasing fragrance as a symbol of luxury and sophistication. Influencers often highlight designer and niche perfumes through polished Reels, curated "shelfies", and collaborations that underline exclusivity and craftsmanship. This visual storytelling makes Instagram a natural fit for established fragrance houses and upscale niche brands aiming to build enduring consumer relationships.
The platform’s emphasis on aesthetics allows brands to spotlight the artistry behind perfumery - whether it’s the intricate bottle designs or the sourcing of rare ingredients. For instance, brands like Maison Francis Kurkdjian, with prices starting at €235, and other high-end niche names thrive in this environment, where their products are celebrated as works of art. Instagram’s ability to connect audiences with these craftsmanship-focused offerings reinforces its role as a hub for premium fragrance discovery.
TikTok’s Impact on Fragrance Hype
In contrast to Instagram’s polished luxury, TikTok thrives on raw authenticity and viral momentum. The platform’s algorithm prioritizes genuine, relatable content, giving emerging brands a chance to compete with established luxury names. TikTok’s power was on full display in March 2022 when PHLUR’s Missing Person fragrance went viral after a heartfelt video showed a user moved to tears by the scent. The result? The fragrance sold out, and a staggering 250,000-person waitlist formed. More recently, in October 2023, TikToker @perfumerism’s review of Bianco Latte by Giardini di Toscana garnered over 11 million views, propelling the niche Italian fragrance into global demand and resulting in months of backorders.
TikTok has fundamentally shifted how consumers approach fragrance shopping. The hashtag #perfumetok has amassed over 5.2 billion views, underscoring the platform’s influence. Viral content doesn’t just spark interest - it drives action. For example, a heartfelt review of D.S. & Durga’s Debaser caused search interest in the fragrance to jump by 600%.
"TikTok is what Facebook and Instagram were in 2010; it’s going to be the main way people discover creators and brands for the next decade." - Bryan Edwards, Co — CEO and Co — Founder, Snif
How Scento Bridges the Gap Between Exploration and Commitment
Social platforms like Instagram and TikTok have revolutionized how people discover fragrances. But they’ve also introduced a big challenge: nearly half of Gen Z shoppers buy scents without ever smelling them first. When a TikTok creator convinces you that a €235 bottle will transform your life, the financial gamble can feel daunting. This is where the gap between curiosity and purchase becomes glaring.
Scento’s Fragrance Discovery Model
Scento steps in with a clever solution to ease this risk. Offering decants in 0.75ml, 2ml, and 8ml sizes, Scento allows you to sample fragrances featured in viral reviews without committing to a full-size bottle. So when someone describes a perfume as "the final scene in Pride & Prejudice" or says it smells like "generational wealth", you can experience it firsthand - at a fraction of the cost.
The 8ml subscription option is especially handy for staying in sync with TikTok’s ever-changing trends. With hashtags like #PerfumeTok amassing nearly 6 billion views, new "must-try" scents seem to pop up weekly. This rotating selection of curated decants lets you explore the latest fragrances without blowing your budget. Plus, it aligns perfectly with the modern idea of a "fragrance wardrobe", where your scent evolves with your aesthetic - whether you’re channeling "clean girl" vibes one month or embracing "dark academia" the next.
Solving Fragrance Enthusiast Challenges
Scento’s model doesn’t just cater to trend chasers; it also addresses the frustrations many fragrance buyers face. One major issue? The financial risk. Spending €90 to €235 on a full bottle based on a review alone can feel like a leap of faith. Scento bridges this gap by acting as a testing ground during the critical "Consideration Stage" - the moment between seeing a viral recommendation and deciding whether to make a big purchase.
"Traditionally, people need to smell fragrance before purchasing, and the fact that we were not in any stores or counters at the time when we launched really proved to us that strong storytelling can be so powerful." - Chriselle Lim, Creative Director, PHLUR
Beyond the financial stakes, Scento also tackles the issue of variety. The fragrance market grew 9% in 2023, even as other beauty categories struggled - a testament to the "Lipstick Effect", where consumers turn to small luxuries during uncertain times. By offering smaller decants, Scento allows you to enjoy the luxury of trying new scents without the regret of an expensive, unused bottle collecting dust.
Conclusion: Choosing the Right Platform for Fragrance Inspiration
Instagram and TikTok might cater to different aspects of fragrance discovery, but together, they create a well-rounded journey. TikTok acts as a gateway, offering emotional storytelling and vivid descriptions that almost let you "smell" a fragrance through your screen. Creators turn scents into symbols of elegance and cinematic moments. On the other hand, Instagram provides a layer of validation, showcasing polished aesthetics and those enviable "shelfies" that help you picture how a bottle fits seamlessly into your lifestyle.
To put it into perspective: TikTok drives 66% of Gen Z fragrance purchases and has racked up nearly 6 billion views under #PerfumeTok. Yet, 50% of buyers make their purchase without sampling the scent first. That’s a risky leap, turning hype into potential regret.
Bridging this gap requires a smarter strategy. Use TikTok for discovery, Instagram for confirmation, and, most importantly, sample before committing. With Scento’s decants available in 0.75ml, 2ml, and 8ml sizes, you can experience luxury fragrances without the financial gamble or unnecessary waste.
"If you find a content creator who has the same taste in fragrance as you do, then you never have to worry about smelling anything ever again." - Emelia O’Toole, Content Creator (@professorperfume)
Social media has revolutionized how we explore scents, but the best approach combines the strengths of both platforms with practical sampling. Let TikTok and Instagram inspire you, but remember - your nose always has the final say.
FAQs
How are fragrance reviews on Instagram different from those on TikTok?
Fragrance reviews on Instagram lean heavily on polished visuals and storytelling. Think curated photos, aesthetic flat-lays, and captions that dive into the reviewer’s personal connection with the scent. The focus here is on creating a reflective, almost editorial experience. Engagement often unfolds at a slower pace, with followers showing appreciation through likes and thoughtful, detailed comments.
On TikTok, the vibe is completely different. Reviews are fast-paced and dynamic, relying on short videos packed with creative edits, trending audio, and interactive formats like sniff tests or challenges. TikTok’s algorithm thrives on viral content, making it a hotbed for discovery and impulse purchases, especially among Gen Z. Engagement happens almost instantly - likes, duets, and comment threads explode in real time, often driving sales within hours.
While Instagram captures a more curated and contemplative essence, TikTok’s high-energy style and viral momentum have made it a game-changer in influencing fragrance trends and purchasing decisions.
Why do so many Gen Z shoppers buy fragrances without smelling them first?
Nearly half of Gen Z shoppers are now buying fragrances without ever testing them in person, thanks in large part to the influence of social media platforms like TikTok. Short, captivating videos showcase scents as must-have accessories, often described in terms like "fresh", "musky", or "luxurious." This visual storytelling taps into emotions and creates a sense of urgency, driving impulse purchases and shifting away from the traditional in-store testing experience.
To sidestep the risk of spending upwards of $300 on full-size bottles they haven’t smelled, many young buyers are opting for curated decant options like Scento’s 0.75 ml, 2 ml, and 8 ml sizes. These smaller formats allow them to explore popular fragrances without breaking the bank, perfectly matching their "buy-first, sniff-later" mindset.
How does storytelling enhance fragrance reviews on TikTok?
Storytelling plays a central role in TikTok’s fragrance reviews, transforming short videos into immersive, sensory journeys. Creators rely on personal stories, vivid imagery, and imaginative “scent scenarios” to bridge the gap for viewers who can’t physically smell the fragrances. Instead of just listing ingredients, they weave relatable narratives that help audiences picture how a scent might feel or fit into their everyday lives.
This method fosters trust and connection, as viewers often identify with the creator’s personality and preferences. By painting a vivid picture, these reviewers make it easier for their audience to confidently buy a fragrance they’ve never experienced firsthand, trusting it will complement their own style or identity. Through storytelling, these reviews evolve from basic descriptions into memorable and shareable moments that inspire action.
