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Fragrance emerged as one of beauty's fastest-moving categories in 2025.
February 18, 2026
By: Rachel Klemovitch
Assistant Editor
Cosmetify released its 2025 Beauty Index with a spotlight on top fragrances.
Fragrance emerged as one of beauty’s fastest-moving categories in 2025. Demand surged for bold Arabian scents, with brands such as Amouage and Lattafa capturing attention through rich, long-lasting profiles.
In contrast, body mists continued to rise, led by easy-to-layer formats from Sol de Janeiro and Kylie Cosmetics.
This shift towards lighter, more flexible fragrance routines fueled the growing popularity of scent layering, as consumers mixed and matched to create personalized signatures.
As a result, searches for both women’s and men’s perfume increased year-on-year, cementing fragrance as a key growth driver in 2025.
Cosmetify leveraged multi-platform data to rank the world’s most influential brands and figures of the past year.
Hottest Beauty Brands of 2025—According to Cosmetify
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