The fragrance industry is shifting away from traditional gendered marketing, with unisex fragrances now making up nearly 40% of premium fragrance sales. Millennials and Gen Z are driving this change, seeking scents that prioritize self-expression over gender norms. In 2023, the global unisex fragrance market was valued at €19.75 billion and is projected to grow to €33.42 billion by 2031. Brands like Le Labo and Jo Malone lead this movement, offering scents that blend diverse notes like citrus, woods, and florals. This trend reflects changing consumer values, a desire for individuality, and the rejection of outdated stereotypes.
Key insights:
Market Growth: Annual growth rate of 6.81% through 2031.
Retail Evolution: Stores now group scents by notes or mood, not gender.
Sampling Trend: Decants and subscriptions help consumers explore without committing to full bottles.
Unisex fragrances are reshaping how people experience scent, focusing on personal connection, emotion, and flexibility.
Unisex Fragrance Market Growth and Consumer Trends 2023-2031
Market Trends and Consumer Insights
Global Market Growth of Gender — Neutral Fragrances
Gender-neutral fragrances have transitioned from a niche concept to a mainstream trend, reshaping the fragrance industry in the process. This shift reflects changing consumer behaviors and preferences in .
In the premium segment, gender-neutral options now account for nearly 40% of sales at major retailers. The broader fragrance category is also thriving, standing out as the fastest-growing segment in prestige beauty. Sales surged by 12% in early 2024 compared to the same period in 2023. A significant portion of this growth is fueled by unisex launches, niche brands, and a growing demand for authentic, high-quality scents.
Consumer Demographics and Preferences
Millennials and Gen Z are driving this transformation. Among consumers under 45, nearly 45% prefer fragrances as a form of self-expression rather than adhering to traditional gender norms. For these groups, a fragrance is more than just a scent - it’s a way to evoke emotions, memories, and personal stories.
Gen Z, in particular, is reshaping the market landscape. They gravitate toward unisex fragrances and artisanal brands that emphasize originality and individuality[6, 9]. Many also enjoy experimenting with layering and creating personalized scent collections, moving away from the idea of a single signature fragrance. High-income shoppers share a similar preference for exclusive, premium blends, often rejecting overtly gendered marketing[3, 4]. To cater to this demand, brands like Scento offer curated discovery sets with decants ranging from 0.75ml to 8ml. This approach allows customers to explore new scents without committing to a full-size bottle, which can cost upwards of $300.
These shifting preferences reflect broader regional trends in fragrance adoption.
Regional Trends in Adoption
North America and Europe remain the strongest markets for gender-neutral fragrances. These regions benefit from well-established prestige channels and a consumer base that shops by scent notes and mood rather than traditional gender categories[4, 6, 8].
In contrast, the Asia — Pacific region is quickly becoming a major growth area. Urbanization, a booming e-commerce ecosystem, and evolving cultural attitudes are opening doors for unisex fragrances in markets historically dominated by gendered products. Similarly, Latin America is beginning to follow this trend, though it is still in an earlier stage of adoption. These regional dynamics underscore the importance of maintaining strong engagement in mature markets while building a presence in emerging areas where interest in gender-neutral scents is just beginning to take hold.
How Gender — Neutral Fragrances Challenge Gender — Based Marketing
Breaking Down Scent Stereotypes
For years, the fragrance world stuck to a rigid divide - florals for women, woody and citrusy notes for men. But gender-neutral fragrances are rewriting the rules. These scents combine an array of elements, blending florals with woody, spicy, and even earthy tones. Many upcoming unisex releases lean into nature-inspired notes - think green, aquatic, and earthy accords, often paired with soft vanillic bases that feel universal rather than tied to a specific gender.
Instead of crafting predictable profiles like "fresh blue for men" or "sweet floral for women", perfumers are focusing on creating complex fragrances that adapt beautifully to various skin chemistries and climates. This shift challenges traditional perceptions of scent, reframing it as an expression of mood and emotion rather than a marker of masculinity or femininity.
Changes in Branding and Advertising
The way brands talk about fragrance has changed just as much as the scents themselves. Gone are the days of "for him" and "for her" labels. Now, terms like unisex, genderless, universal, and "for everyone" are taking center stage. Even the names of products are moving away from gendered cues, opting instead for evocative titles like "Cozy Woods" or "Urban Dawn" that focus on feelings or environments.
Advertising is also evolving. Instead of relying on outdated seduction tropes, campaigns now showcase diverse casts in relatable, shared moments. Imagery often highlights individuality and community, with scenes of friends exploring scents together in urban settings or surrounded by nature. Some brands are even pulling back the curtain on the creative process, featuring perfumers and storytelling to position fragrance as a universal form of self-expression.
Bottle designs have followed suit, with clean, minimalist aesthetics replacing the gender-coded pinks and metallics of the past. Marketing copy now emphasizes versatility, personality, and self-expression, steering clear of stereotypes like "for the modern man" or "for the feminine woman". These shifts are helping to redefine how we experience and connect with fragrance.
Rethinking Retail Experiences
The retail world is catching up, too. Fragrances are no longer divided by gender. Instead, they’re grouped by olfactory family or mood - categories like citrus, woody, floral, gourmand, "fresh & clean", or "warm & cozy". In stores, this often translates to central unisex zones, interactive tester bars with clear note-based signage, and staff trained to ask about personal preferences rather than assuming gender.
Online shopping has also adapted, replacing gender filters with options to sort by notes, intensity, season, or occasion. Many platforms now offer quizzes or recommendation tools to guide shoppers toward scents that match their style and mood. For example, Scento organizes its collections by occasion and mood, such as Date Night, Everyday, Office, or Cold Weather. With 8ml decants starting at €13.90 per month, customers can experiment freely without committing to a full-sized bottle costing over €300.
This fresh approach to retail reflects shifting consumer values, making gender-neutral fragrance discovery the norm. It reinforces the idea that scent is deeply personal - and that anyone can wear anything they love.
Gender — Neutral Fragrances and Changing Buying Habits
Building Flexible Scent Collections
The idea of a single "signature scent" is becoming a thing of the past. Today’s consumers, especially millennials and Gen Z, are curating scent wardrobes tailored to different settings - be it the office, a night out, a relaxed weekend, or a cozy evening at home. Unisex fragrances play a key role in this shift, offering versatile blends that transcend traditional gender labels.
This growing trend is not just reshaping personal fragrance habits but also changing how people shop for gifts. Instead of navigating the divide between "for him" and "for her", buyers can now choose a unisex fragrance that suits anyone. It’s a simpler, more inclusive approach that also opens the door to fresh sampling options.
Sampling and Discovery Trends
With premium fragrances often costing upwards of €300 per bottle, it’s no surprise that consumers are looking for ways to try before they buy. Sampling through decants has become a popular solution, allowing people to explore new scents without committing to a full-size bottle.
Scento has stepped in to meet this demand, offering curated decants and a subscription option priced per perfume. With access to over 900 authentic designer and niche fragrances, customers can confidently explore gender-neutral options. Each 8ml vial provides approximately 120 sprays - enough for one to two months of daily use - giving users plenty of time to see how a scent develops on their skin.
"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
Scento also simplifies the discovery process by categorizing its offerings by occasion and mood - think Date Night, Everyday, Office, or Cold Weather. This approach eliminates the need for gendered labels, making it easier for customers to find scents that match their lifestyle. With over 85,000 members and a 4.8-star rating from 19,000 perfume enthusiasts, Scento reflects a growing demand for risk-free, flexible fragrance exploration.
Layering and Customization
Beyond building collections, many fragrance lovers are embracing layering as a way to personalize their scent experience. Instead of sticking to just one perfume, they blend multiple fragrances to create unique combinations that evolve with their mood or the season. For instance, a woody musk might add depth to a bright citrus, or a soft floral could balance the richness of a warm gourmand.
According to Mintel, gender-neutral fragrances with balanced profiles - featuring elements like wood, spice, florals, and musk - are particularly popular with Gen Z. Layering has become a form of self-expression for this group, allowing them to craft scents that feel uniquely theirs. WGSN also predicts that emerging trends, such as neo-gourmand and emotionally evocative scents, will inspire even more experimentation and customization in the world of fragrance.
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Future of Gender — Neutral Perfumery
As consumer preferences evolve and retail continues to innovate, the future of gender-neutral perfumery is set to emphasize personalization, eco-consciousness, and broader product offerings.
Personalization Through Technology
Emerging technologies like AI and AR/VR are transforming how shoppers experience unisex fragrances. Instead of browsing traditional "for him" or "for her" sections, customers can now engage with tools that analyze their preferences and recommend scents based on mood - whether they want to feel confident, calm, or energized. These AI-driven suggestions break free from gendered categories, offering tailored options from an inclusive catalog.
Virtual try-on technology is another game-changer, especially as online shopping grows. It allows users to explore a fragrance’s profile and emotional appeal before making a purchase. For subscription and decant services, these tools are invaluable, using behavioral data to curate monthly selections that align with individual tastes - without relying on outdated gender labels.
Ethical and Sustainable Practices
Sustainability has become a cornerstone of gender-neutral perfumery. The demand for eco-friendly options is especially strong among younger consumers, who are willing to pay a premium for products that align with their values. In response, brands are incorporating certified natural ingredients, ethically sourced synthetics, and refillable packaging to minimize waste from the outset.
Transparency is equally important. Many gender-neutral brands position themselves as inclusive and value-driven, extending this ethos to their ingredient sourcing and supply chains. Features like cruelty-free certifications, recyclable atomizers, and low-waste refill systems are increasingly seen as standard offerings rather than premium extras.
Broader Product Offerings
What was once a niche market is quickly becoming mainstream, with many new fragrance collections launching as "for everyone" by default. Subscription services and decant models are at the forefront of this shift, making it easier for consumers to explore a variety of scents without committing to full-sized bottles. These models encourage experimentation across different note families and styles.
Take Scento’s subscription and decant services, for example. They provide a low-risk way for consumers to discover new fragrances while also promoting a curated, long-term scent wardrobe. This approach not only reduces waste but also aligns perfectly with the evolving landscape of gender-neutral perfumery. It’s a clear sign of how the industry is redefining fragrance discovery and collection for the future.
Conclusion
Gender-neutral fragrances have firmly established themselves as a powerful force in the world of perfumery. The numbers tell the story: in 2023, the global unisex fragrance market reached €19.75 billion and is expected to climb to €33.42 billion by 2031, with an annual growth rate of 6.81%. These scents now make up nearly 40% of premium fragrance sales.
This shift reflects broader societal changes. Millennials and Gen Z are leading the charge, choosing fragrances as tools for self-expression rather than adhering to traditional gendered categories. In fact, nearly 45% of consumers under the age of 45 use fragrance to communicate their individuality. Notes like amber, musk, and wood are selected for the emotions they inspire, not their historical gender associations - driving a major transformation across the industry.
In response, the fragrance world is evolving. Brands are focusing on emotions, sustainability, and personalized discovery, often delivered through digital tools. Consumers are also moving away from the idea of a single, gendered signature scent. Instead, they’re building versatile scent wardrobes through sampling, decants, and subscription models.
Looking ahead, it’s clear that gender-neutral perfumery is here to stay. With the rise of niche offerings, advancements in personalization, and a growing emphasis on eco-conscious formulations, unisex fragrances are set to thrive. This evolution isn’t just about breaking down traditional labels - it’s about empowering individuals to express themselves authentically. At Scento, our curated decants and flexible subscription options make it easy to explore the rich and varied world of unisex scents, helping you craft a fragrance wardrobe that’s as unique as you are.
FAQs
What is driving the popularity of unisex fragrances?
The rising popularity of unisex fragrances reflects changing consumer tastes, emphasizing gender-neutral choices and a celebration of individuality and self-expression. By breaking away from traditional gender stereotypes, these scents provide a flexible and inclusive way for people to discover and enjoy fragrances without feeling restricted by conventional labels.
How are brands redefining their approach to gender-neutral fragrances?
Brands are reshaping the way they market fragrances, stepping away from conventional gender labels to embrace inclusivity and individuality. Rather than classifying scents as "for men" or "for women", they now focus on the personal and emotional connections that fragrances can inspire, inviting everyone to explore freely.
This new direction is evident in campaigns that celebrate diversity and self-expression, urging people to select scents based on what resonates with them instead of adhering to societal expectations. By challenging stereotypes, brands are not only redefining norms but also connecting with a broader and more open-minded audience.
How have Millennials and Gen Z influenced the rise of unisex fragrances?
The rise of Millennials and Gen Z has reshaped the fragrance world, with these generations championing gender fluidity and challenging traditional ideas about scent and marketing. For them, individuality and self-expression take precedence over outdated labels like "for men" or "for women."
This change in perspective has brought unisex fragrances into the spotlight, prompting brands to craft scents that align with personal tastes rather than gender norms. In response, the fragrance industry is adapting to mirror the inclusive and genuine values embraced by younger consumers.
