Why Fragrance Is Beauty’s Most Popular Branding Tool

Takeaways at a glance: 

• Fragrance is now strategy, not finishing touch. It’s being used to build emotional connection, drive loyalty and shape brand identity. 

• Consumers want beauty that feels as good as it looks. Scent transforms daily routines into rituals, creating stronger recall and attachment. 

• Sensory-first design is the new frontier. From skincare to deodorant, brands that integrate scent with function stand out in saturated markets. 

• The future is multisensory. Expect innovations in mood-responsive formulas and neuroactive blends as fragrance becomes part of wellbeing. 

Fragrance is finding new ground in beauty. Among customers globally, 85% feel fragrance has a mood-boosting effect on their general wellbeing. From luxe lip balms to scented deodorants (think ‘Santal’ by Gem) and hair mists, brands are using scent to build richer, more emotional experiences that tap into identity, mood and the quiet power of everyday luxury.  

Scent is becoming beauty’s new differentiator: how a product makes you feel, not just what it does. 

How Has Fragrance Evolved From Functional to Emotional? 

For years, fragrance in beauty played a supporting role, an afterthought rather than a point of difference. But today’s consumer, particularly Gen Z, wants products that feel personal and expressive, with 84% of Gen Zers saying that fragrance brings out their personality. 

Fragrance has become a form of identity and a way to forge emotional connection with both product and brand. The rise of “emotive beauty” shows how scent is driving a deeper layer of loyalty through routine, memory and sensory reward. 

“We’re seeing a shift from purely functional formulas to sensory-first products,” says Sally-Anne Stevens, CEO of b. the agency. “Hair mists that double as perfume, skincare infused with mood-boosting aromatics, body care that smells as good as it feels. It’s all about creating sensory rituals that people associate with self-expression.” 

Why Is Scent Stealing the Spotlight in Beauty? 

Scent is the most emotive sense we have with 75% of our daily emotions influenced by it. It’s capable of evoking memories, lifting moods and building brand loyalty through repetition, ritual and recognition. It engages the brain’s reward pathways, creating emotional recall that strengthens attachment to both product and brand. 

We’re seeing fragrance used in new ways: skincare that soothes through scent, serums that calm the nervous system, and haircare that transforms routine into moment. This isn’t surface level; it’s a deliberate move towards sensorial connection as a measure of value. 

How Are Beauty Brands Getting Creative With Fragrance? 

Fragrance is appearing in unexpected places, and brands are using it to express personality and emotion. 

Prada Banana Balm – playful, luxe and lightly fragranced. Not just a tinted balm but a small act of pleasure, leaving lips softly scented with banana. 

ARKIVE Headcare – embedding signature scent into haircare. Their bestselling Reset Dry Shampoo has launched its third fragrance edition, turning a refresh into a moment that resets mood as well as style. 

Maria Nila Floral Drift Hair Mist – a floral-fruity scent bridging haircare and fine fragrance, showing that ethical beauty can still feel elevated. 

Gem Skin-Loving Deodorant – luxury meets daily essential. With sandalwood-inspired notes and skincare benefits, it proves indulgence can live in the everyday. 

“When brands design with the senses in mind, they move beyond performance into emotion,” says Holly Brunskill, Co-Owner of b. “Fragrance builds memory structures around a product. It’s what makes a brand feel familiar, even before you see the logo.” 

What’s Next for Scent in Beauty? 

Fragrance is moving into a more intelligent and intentional space. It’s shifting from surface-level aesthetics toward experiences that influence mood, wellbeing and identity. The most innovative brands are treating scent as creative opportunity to shape how a product feels, performs and connects emotionally. 

The next phase of innovation is about depth and definition. As consumers look for products that create calm, focus or self-expression, fragrance is becoming a language of belonging. It’s helping brands build community through shared emotion, giving consumers a new way to signal taste and individuality.  

 We help beauty brands shape brand stories that people can see, feel and remember. Looking to make an impact? We’d love to hear from you: hello@b-theagency.com