Consumers are beginning to buy more fragrance products through non-traditional retailers, such as Amazon and TikTok Shop, according to new data from YipitData.
According to the data, Macy’s and Sephora remain the top retailers for fragrance, but Amazon has gained a modest but consistent share. The analysts state that these early signs of fragmentation in retail channels could signal future disruption as convenience and value take priority for consumers.
“Amazon’s fragrance category is becoming increasingly diverse, with growth coming from both value and prestige ends of the spectrum,” the report states.
Looking at data from Sephora’s Spring Savings Event, Sol de Janeiro claimed the top three fragrance SKUs, followed by KAYALI and Glossier. The report also suggests that Sephora’s perfume category is continuing to grow in both legacy and emerging brands. Chanel nearly doubled its share within the category after the launch of Splendide.
The report also notes that emerging brands, such as KAYALI and Phlur, are performing well in the rollerball and travel fragrance segment, while some legacy brands are beginning to fall behind.
The analysts suggest that this data demonstrates a change in discovery for consumers when it comes to fragrance, with value being the top factor for purchase. To further explore this, YipitData will be analyzing metrics following Amazon’s Prime Day event.
“Fragrance is becoming one of the most dynamic — and competitive — categories in beauty,” the report concludes. “As shoppers gravitate toward value-driven formats like rollerballs and dupes, and shift toward Amazon, Sephora and Ulta, brands must rethink how they show up across channels and price tiers.”
