March 25, 2025
From men’s fragrances to body mists to “blind buys” and beyond — today’s fragrance trends are raging on TikTok Shop.
The e-tailer is propelling both new and established fragrance brands to new heights, according to data from Charm.io. The platform’s biggest winners range from Arab-inspired Lattafa to gourmand-style Paris Corner, as well as dupe brands — particularly Sol de Janeiro dupes, with Sttes emerging as a top player.
According to Charm.io, the number-one fragrance brand by sales on TikTok Shop in February was Lattafa, which earned over $4 million during the period. Founded in the 1980s in the UAE, Lattafa’s woody, musky scents resonate with Gen Z and Millennial consumers as oud perfumes grow in popularity.
Lattafa’s success isn’t tied to just a few hero products. In February, its top performer was Asad for Men Eau de Parfum, a tobacco-infused scent priced around $30, generating more than $71,000 in sales — just a fraction of the brand’s overall total.
Meanwhile, top-performing brands like Phlur and Sttes see most sales from standout items. Phlur’s best-seller is a body mist duo featuring Vanilla Skin and Heavy Cream scents, while Sttes shines with its Brazilian Perfume 602 — a Sol de Janeiro Cheirosa 62-inspired scent that also comes in lotion and oil forms. The 602 line has sold over 122,000 units on TikTok Shop to date.
Lattafa outpaced the next top brand, Armaf, which earned $1.1 million in February. Other favorites include Top Shelf’s $25 Her Loss cologne, which claims to boost pheromone signals — a trend catching fire on both TikTok and Amazon, despite limited scientific backing.