Four in ten Gen Z adults say they ‘must’ wear a scent wherever they go – but their fragrance choices are a far cry from the classic aromas favoured by older generations. New research reveals that while scents like cut grass and sandalwood remain popular with older Brits, Gen Z is turning to sweeter, lighter fragrances such as vanilla, strawberry, cherry blossom, and even ‘clean skin’.
A third of Gen Z respondents admit they change their fragrance depending on the event, and a staggering eight in ten choose a scent based on how it makes them feel – with many saying it boosts their confidence.
The poll of 2,000 adults, commissioned by Unilever, also found millennials are mint-mad, while Gen X prefers the comforting aroma of fresh laundry.
Almost two-thirds of Gen Z who buy scented products are happy to pay more simply because they love the smell. And for the 18 per cent who do prefer classic, complex scents, these fragrances are the ultimate nostalgia triggers.
Vivek Sirohi from Unilever, which commissioned the research said; “Compared to older generations who tend to stick with familiar, comforting scents, Gen Z is more experimental.
“Getting a deeper understanding of how different age groups connect with fragrance helps us make products that really speak to them, or that strike a nostalgic chord.
“It’s not just about following trends – it’s about staying in tune with what people want.”
Social media is also influencing Gen Z’s fragrant choices, with nearly one in three Gen Zers following trends like ‘smellmaxxing’ – the art of layering multiple scents, popularised on TikTok and Instagram.
Over a third regularly buy beauty or personal care products inspired by what they see online. Some 56 per cent even admit to buying scented products – from skincare to laundry detergent – without even smelling them first, relying on social recommendations or viral trends.
Vivek Sirohi from Unilever added; “For Gen Z, fragrance isn’t just about smelling good – it’s become part of how they express themselves, like fashion or music.
“They’re mixing, layering, and choosing scents that reflect who they are and what they care about. Social media plays a big role here too – trends like ‘smellmaxxing’ show just how creative and bold they’re willing to be.
“That’s why we are investing into strengthening our ability to innovate faster, blending science, creativity and cultural insight to shape the next chapter in fragrance.”
