Gender-neutral fragrances are reshaping the perfume industry. Once a niche, these scents now make up nearly 40% of premium fragrance sales, compared to just 15% five years ago. The global unisex fragrance market, valued at €18.6 billion in 2023, is projected to hit €31.5 billion by 2031, growing annually by 6.8%. Younger generations, particularly Millennials and Gen Z, are driving this shift by rejecting gendered labels in favor of scents that reflect their mood, personality, and style.
Key takeaways:
What they are: Scents marketed without gender labels, focusing on notes like woods, musks, and citrus.
Market growth: Unisex fragrances are thriving, with Gen Z leading the charge.
Consumer trends: People now prefer scent "wardrobes" and sampling over single, gendered purchases.
Industry response: Brands are shifting to neutral packaging, mood-based marketing, and sustainable practices.
This evolution reflects broader societal changes, emphasizing individuality over outdated norms. The future of fragrance is personal, flexible, and free from labels.
For decades, the fragrance industry has boxed itself into rigid gender norms. Woods, spices, leather, and incense are labeled as "masculine", while florals, fruits, gourmands, and soft musks are tied to "femininity." This binary approach discourages men from exploring so-called "feminine" notes, like florals, and often steers women away from deeper, unconventional accords. These stereotypes don’t just dictate how fragrances are created - they also shape how they’re marketed and, ultimately, experienced.
Challenges for Consumers
The problem extends beyond scent profiles to the very design and marketing of products. Men’s fragrances are often packaged in dark, angular bottles with names that scream "intensity" or "power." In contrast, women’s products lean on softer colors, curvier shapes, and names that evoke romance or delicacy. These design choices reinforce outdated gender norms and limit consumers’ willingness - or even ability - to explore scents outside these predefined categories.
Shopping for fragrances can be a frustrating experience, especially online. Many U.S. e-commerce platforms still sort fragrances into binary categories, leaving little room for personal preference or exploration. Instead of functional filters like mood, note families, strength, or season, consumers are forced to sift through options based on gendered assumptions. Unisex fragrances, which could appeal to a broader audience, are often buried behind visual cues that signal traditional masculinity or femininity.
Marketing further complicates the issue. Men’s fragrances are advertised as bold, long-lasting, and "powerful", while women’s are portrayed as light, soft, and "romantic." But these stereotypes don’t align with what everyone wants. Many women prefer bold, enduring scents, while plenty of men gravitate toward subtle, everyday fragrances. This disconnect often leaves consumers dissatisfied, stuck with purchases that don’t match their personal tastes .
Can guys wear feminine/unisex fragrances? 🤔 #fragrance #perfume #cologne
Why Gender — Neutral Fragrances Are Growing
The growing popularity of gender-neutral fragrances reflects deeper shifts in both cultural attitudes and consumer behaviors, moving away from traditional gender labels toward a focus on individuality and personal expression.
Changing Perspectives on Identity and Fragrance
Millennials and Gen Z are leading the charge in redefining fragrance as a form of self-expression. For these generations, scent is no longer confined by outdated notions of "masculine" or "feminine." Instead, they choose fragrances based on how they make them feel - whether it’s confident, calm, or adventurous - rather than adhering to gendered categories.
This evolution mirrors broader societal shifts around identity and self-expression. Younger consumers see fragrance as a way to reflect their mood or personality, often opting for multiple scents to suit different occasions. This approach moves away from the idea of a single "signature scent" tied to gender. In response, brands have pivoted, offering unisex collections with minimalist packaging and marketing that celebrates individuality. These changes directly align with evolving consumer habits and preferences, fueling the rise of gender-neutral fragrances.
Market Growth and Consumer Insights
Market data highlights the growing enthusiasm for gender-neutral fragrances. The global market for unisex scents reached a value of $19.75 billion in 2023 and is projected to climb to $33.42 billion by 2031, growing at an annual rate of 6.81%. Fragrance, as a whole, is thriving, standing out as the fastest-growing category in the beauty industry. Prestige fragrance sales, for instance, have risen by approximately 14% year over year.
This trend is particularly pronounced in North America and Europe, with increasing interest in regions like Asia — Pacific and Latin America. Gen Z, in particular, is driving this momentum: 73% of this demographic wears fragrance at least three times a week, reflecting their enthusiasm for experimenting with and discovering new scents.
Embracing Flexibility and Shared Experiences
Gender-neutral fragrances also resonate with modern values, such as minimalism and conscious consumption. Many consumers now share fragrances within households, reducing waste and expense while creating a "scent wardrobe" that adapts to their moods and activities. Instead of sticking to a single, gendered fragrance, they rotate between options that suit different moments.
This shift also aligns with growing demand for sustainability and transparency. Buyers increasingly favor brands that prioritize eco-friendly practices, such as using organic ingredients and ethically sourced materials. By combining inclusivity, versatility, and a commitment to sustainability, gender-neutral fragrances meet the expectations of today’s mindful and discerning consumers.
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How the Industry Is Addressing Inclusivity
Changes in Fragrance Creation
Perfumers are responding to the growing demand for individuality by creating scents that transcend traditional gender boundaries. Instead of sticking to "masculine" or "feminine" accords, modern fragrances combine elements like woods, musks, soft florals, and citruses into balanced compositions that resonate with a wide range of preferences. Brands such as Phlur are leading the charge, crafting scents that celebrate personal expression rather than conforming to outdated norms. These versatile creations often feature balanced projection and are designed to suit various occasions, from daytime wear to evening events, reflecting a more inclusive and global perspective.
New Marketing Approaches
Fragrance brands are rethinking how they connect with consumers, shifting from gendered labels like "for him" or "for her" to narratives that focus on emotions, moods, and ingredients. The emphasis is now on how a fragrance makes you feel - whether it’s empowering, soothing, or energizing - rather than dictating who should wear it. Packaging has also undergone a transformation, with sleek, neutral designs taking center stage, while advertising campaigns feature diverse casts that mirror the inclusive spirit of today’s scent culture. These fresh marketing strategies are proving effective, driving premium sales and reshaping the way consumers engage with fragrances. Retailers are also categorizing scents by occasion or profile - think "Date Night", "Office", or "Summer Days" - making it easier for shoppers to explore options based on their preferences rather than traditional labels. This approach enhances the shopping experience, encouraging a more personal and interactive journey through scent discovery.
Scent Discovery Through Sampling
Sampling services are making it easier than ever for consumers to explore these inclusive fragrances without a hefty upfront investment. With an 8 ml vial offering approximately 120 sprays - enough for about two months of daily use - customers can take their time to see how a scent evolves on their skin. This trial model not only reduces financial risk but also minimizes waste, allowing shoppers to experiment freely with their options. Platforms offering access to over 900 designer and niche fragrances give consumers the tools to build a scent wardrobe that reflects their unique moods and personalities. By making discovery more accessible, these services empower individuals to find fragrances that truly resonate with them.
Scento‘s Role in Gender — Neutral Fragrance Discovery
Scento is redefining how people explore fragrances by embracing inclusivity and personalization. With a focus on gender-neutral scents, it offers a fresh, accessible way to discover perfumes that align with individual tastes, not traditional labels.
Making Fragrance Exploration Easy and Affordable
Gone are the days of committing to expensive full-sized bottles only to find they don’t suit you. Scento provides sampling options in 0.75-ml, 2-ml, or 8-ml sizes, making it easy and affordable to try a variety of fragrances. An 8-ml vial, for instance, offers around 120 sprays - enough for two months of daily use. This gives you plenty of time to see how a scent interacts with your skin, mood, and even the changing seasons. With access to over 900 unisex designer and niche fragrances, you can explore widely without the guilt of waste or the burden of high costs.
Recommendations That Focus on You, Not Gender
Scento’s personalized quiz takes a fresh approach by skipping gender labels entirely. Instead, it asks about your favorite notes, moods, and occasions to deliver tailored suggestions. Whether you’re drawn to "airy florals" or "smoky woods", the quiz curates options that genuinely reflect your preferences. This approach breaks away from traditional fragrance aisles, where choices are often limited by gendered marketing, allowing you to discover scents that truly resonate with you.
Building a Versatile Scent Wardrobe
Scento’s 8-ml subscription model is perfect for anyone who enjoys variety in their fragrance collection. Rather than sticking to one signature scent, you can rotate new unisex options each month, creating a "scent wardrobe" that adapts to your moods, occasions, and even the seasons. Once you find a fragrance you love, Scento makes it easy to upgrade to larger sizes, offering a seamless transition from sampling to ownership. This step-by-step approach ensures you only invest in scents that have become true staples in your collection.
"I used to buy full bottles and regret them after a week. Now I get to date the perfume before I marry it."
– Elena R., Verified Customer
Conclusion: The Future of Gender — Neutral Fragrances
Key Takeaways
Gender-neutral fragrances are reshaping how we think about scent. What was once seen as a niche concept has become central to the perfume industry, with the unisex fragrance segment projected to hold 30% of the market share by 2025, growing at an annual rate of 6.38%. Millennials and Gen Z are at the forefront of this shift, with 73% of Gen Z wearing fragrance three or more times a week. This demonstrates a clear preference among younger consumers for flexibility and self-expression over traditional gendered labels.
Another driving force is the rise of conscious consumption. The days of purchasing expensive $300+ bottles that gather dust are being replaced by smarter, more sustainable options. Sampling services and adaptable formats allow people to explore a variety of scents without unnecessary waste, addressing both environmental and financial concerns. With 18% of fragrance launches in 2025 concentrating on sustainable and natural ingredients, brands are responding to the demand for inclusivity paired with responsibility.
These changes signal a vibrant and evolving future for the fragrance industry.
What Lies Ahead for Gender — Neutral Perfumery
Looking forward, gender-neutral perfumery is poised to push boundaries even further. Personalization will take center stage, moving beyond demographic stereotypes to offer mood-based and occasion-specific scent recommendations. The continued growth of this market points to broader acceptance across both luxury and niche brands.
Emerging scent profiles - such as modern musks, balanced woody-florals, and sophisticated gourmands - are designed to appeal to a wide range of preferences. Brands like Juliette Has a Gun and Bon Parfumeur have already seen a 32% increase in Gen Z buyers in 2024 for their unisex lines, showing that authenticity and adaptability resonate deeply with today’s consumers. As sustainability regulations tighten and biotech ingredients gain traction, we can expect fragrances that are not only gender-neutral but also ethically sourced and environmentally friendly. Sampling options and tailored recommendations will continue to redefine how people discover and embrace new scents, reinforcing the shift toward individuality.
Luxury brands are catching on quickly, realizing that the future belongs to those who prioritize personal expression over outdated stereotypes. For consumers, this means more variety, smarter options, and the freedom to curate a scent wardrobe that truly reflects their identity.
FAQs
What is driving the popularity of gender-neutral fragrances?
The rising appeal of gender-neutral fragrances is driven by changing social attitudes, a push for greater self-expression, and a move beyond traditional gender norms. Today’s consumers are stepping away from rigid labels, opting instead for scents that align with their personal identity, free from societal constraints.
This shift mirrors a larger movement that values individuality and freedom of choice, encouraging people to select fragrances that truly reflect who they are without being confined by outdated classifications.
Why are gender-neutral fragrances becoming more popular?
Gender-neutral fragrances are becoming increasingly popular, offering a modern and inclusive take on personal scent. By emphasizing versatile, unisex notes, these fragrances empower people to select what appeals to their own tastes rather than adhering to traditional gender categories.
This trend aligns with a larger movement toward self-expression and individuality. Brands are reimagining fragrance as a tool for showcasing personality and breaking away from outdated conventions, making scents that truly connect with anyone, regardless of gender.
What makes traditional gendered fragrances challenging for consumers?
Traditional gendered fragrances can sometimes feel limiting, as they often lean on old-fashioned stereotypes. These rigid categories - like "masculine" or "feminine" - can make it harder for people to choose scents that align with their personal tastes and identities. It can feel like being forced into a box, rather than having the freedom to explore.
Gender-neutral fragrances break away from these constraints. They emphasize personal expression over labels, giving individuals the freedom to connect with scents that truly speak to who they are. This shift allows for a more inclusive and authentic approach to fragrance.
