Hashtags such as #GreenFragrance, #MochiPerfume and #SmellGoodFeelGood are transforming consumer preferences and consumption habits.
TikTok has established itself as the epicenter of new trends, revolutionizing the fragrance industry and defining its direction in 2025. Scentmate by dsm-firmenich, a fragrance house that helps its customers develop successful scents for their products, has analyzed the key fragrance trends gaining popularity on TikTok, based on a recent report by trend consultancy WGSN.
This analysis, based on WGSN's TikTok Analytics, highlights how the hashtags #GreenFragrance, #MochiPerfume and #SmellGoodFeelGood are transforming consumer preferences and driving innovation and sustainability in fragrances and personal care products.
Green fragrances and connecting with nature
The #GreenFragrance trend stands out among TikTok users looking for fragrances that evoke nature. Content creators recommend fragrances that transport consumers to forests, gardens and meadows, favoring green, floral notes, tea blends, fruits and marine accords. This preference reflects a growing environmental awareness and a need to reconnect with nature, fuelling innovations such as the use of biotech ingredients and recycling processes in product formulation.
#MochiPerfume and the rise of gourmet fragrances
Inspired by Asian desserts, the #MochiPerfume trend has become a favorite. Pioneering brands are launching fragrances with notes of marshmallow, rice, vanilla and matcha, appealing to consumers eager for new sensory experiences. This light, sweet olfactory profile is ideal for fragrances, layering routines and body care products. It stands out for its ability to create unique sensory experiences, both at the point of sale and in marketing campaigns.
Wellness and skincare routines with the "Smell good, feel good" trend
The hashtag #SmellGoodFeelGood represents an evolution beyond traditional perfume, promoting holistic body care routines. Users are sharing their "layering" routines, combining deodorants, oils, lotions and fragrances to enhance fragrance longevity and personal well-being. This trend reflects the rise of sensorial beauty and is driving the development of affordable, customizable product ranges, from body care to personal care, enabling each user to create their own olfactory signature.
According to Natàlia Möller, digital marketing specialist at Scentmate by dsm-firmenich, "analyzing and studying social networks enables us to actively listen to consumers and identify emerging trends. Thanks to this listening, we can develop fragrances that are better adapted to current preferences, creating proposals that are more relevant and more in tune with consumer expectations."
With TikTok as the main catalyst, the fragrances of 2025 become a fusion of innovation, nature and well-being, marking a new direction in the way consumers and brands interact in the olfactory world.
