Teens are driving niche fragrance sales

Teens aged 13 to 17 are discovering and purchasing fragrance brands from lesser-known DTC websites that deliver "accessible luxury." Here's what you need to know:

• "When we analyze fragrance brands that are popular among younger shoppers, what stands out is their ability to deliver accessible luxury,” said Alex Nisenzon, CEO of Charm.io.
• Platforms like Decant Heaven, Infinite Scents, and Parfums de France attract large teen audiences by offering sample sizes and discounted designer perfumes, making high-end fragrances approachable to teens.
• Fragrance sellers like Pure Oud and its Lattafa offerings are popular due to TikTok exposure, helping lesser-known oud-focused brands surge in popularity among young shoppers.
• Celebrity brands like Melanie Martinez’s Portals Parfums and anime-inspired lines like Otaku Scents engage teens through themed packaging and collectible formats.
• Direct-to-consumer fragrance brands from Turkey (Doros), Sweden (Ayleen), and UAE (Retoosh) are becoming favorites among teens, showing the global spread of this emerging market trend.

Read the full article.

Top 5 Fragrance Brands Among Gen Z

We used Charm's demographic data to identify brands with the largest percentage of 13 to 17-year-olds in their audience. These five fragrance sellers stood out for their strong teen appeal, driven by sample-friendly formats, aesthetic branding, and trend-savvy scent offerings.

1. Parfums de France

Percent of Audience Aged 13-17: 18.04%

Known for: Designer; niche

IG followers: 4,585

Based: U.S.

Parfums de France curates rare and niche fragrance decants from prestigious designer and luxury perfume houses. It offers fragrance lovers a way to explore high-end scents without the commitment of a full bottle.

2. Infinite Scents

Percent of Audience Aged 13-17: 17.45%

Known for: Designer; samples

IG followers: 1,136

Based: U.S.

Infinite Scents specializes in authentic fragrance samples from designer brands, making it easy to discover your signature scent before you buy full-size. It’s ideal for building a personalized scent wardrobe affordably.

3. Decant Heaven

Percent of Audience Aged 13-17: 15.19%

Known for: Luxury samples

IG followers: 1,761

Based: U.K.

Decant Heaven offers a wide range of high-end fragrance samples and decants from coveted luxury houses. It’s a trusted destination for perfume enthusiasts seeking variety and authenticity in smaller sizes.

4. M&F Paris

Percent of Audience Aged 13-17: 14.14%

Known for: Hair perfume; dry oils

IG followers: 33,601

Based: France

M&F Paris blends French elegance with innovation, offering refined hair perfumes and dry oils inspired by timeless perfumery. The brand elevates everyday rituals with sophisticated scent experiences.

5. Ayleen Fragrance

Percent of Audience Aged 13-17: 13.08%

Known for: Florals

IG followers: 6,200

Based: Sweden

Ayleen Fragrance is a Swedish perfume house known for its delicate, floral-inspired scents and feminine packaging. Each fragrance is crafted to reflect elegance, softness, and modern romanticism.

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