
Over the last month, news of trends for the upcoming year and fragrance launches have risen to the top of Perfumer & Flavorist+'s analytics. Check out the top five articles from January 2025 related to fragrance.
1. Inside Unilever’s New Fragrance House: Q&A with VP of Fragrance
On November 22, 2024, consumer goods company Unilever announced a €100 million investment into its own fragrance house to drive in-house innovation. The company is planning to recruit expert perfumers in the United Kingdom, United States and India to work across the global portfolio of brands. Additionally, the new fragrance house will use digitally enabled fragrance design through new technologies, such as artificial intelligence (AI).
Perfumer & Flavorist+ spoke with Vivek Sirohi, vice president of fragrance at Unilever, about this new venture and what this means for its partners and customers.
2. Dove Launches Personal Care Collection with Crumbl Cookies
On December 26, 2024, Dove and Crumbl Cookies announced the launch of their limited-edition Dove x Crumble collection. The collection will be available exclusively at Walmart for a limited time.
The collection includes four items: a body wash, body scrub, deodorant, and liquid hand wash. Each of these products are available in three gourmand scents inspired by Crumbl classics.
3. Marie Claire Releases 10 Biggest Fragrance Trends for 2025
Fashion publication Marie Claire released its top ten fragrance trends for the upcoming year. These trends are based on interviews with experts in the beauty industry.
“Younger generations exploring the fragrance world for the first time have played a huge role in growing the category, fueling an increase in viral moments on platforms like #PerfumeTok,” said Jamie Wilson, beauty editor for Marie Claire. “The fragrance market has responded accordingly, revamping old categories and establishing new ones as well.”
4. Young Living Launches Wyld Notes
On January 9, 2025, Young Living, a company that specializes in essential oils and wellness products, announced the launch of its sister company Wyld Notes. The company will officially launch in February of 2025.
“Wyld Notes represents our vision for the future, a new way to connect with customers and empower our brand partners, all while staying firmly rooted in the network marketing model that defines us,” said Young Living co-founder and chief executive officer Mary Young. “We are setting a new standard for the industry and are excited to lead this change.”
5. IFF Announces China Scent Exploration Program
On January 8, 2025, IFF announced the launch of its China Scent Exploration program, a consumer learning initiative designed to create fragrances for the Chinese region.
“The Chinese fragrance market represents one of our industry’s most exciting opportunities,” said Ana Paula Mendonça, president of scent at IFF. “By combining artificial intelligence with deep cultural insights for the first time, we’re transforming fragrance development in this dynamic market, unlocking unique opportunities for both global and local brands.”