“Grown significantly over the last year”

We asked Finland’s biggest perfume shops which are the most purchased scents at the moment.

– In the Nordic countries, the biggest beauty trend right now is specifically fragrances, and especially the most unique ones from smaller brands niche-scents. Let’s try to find our own, personal perfume. This cosmetics category is now growing most strongly not only in Finland, but also in Sweden and Norway, reveals the CEO of the Nordic cosmetics chain Kicks, which is spread all over Finland Carola Lundell.

Finnish fragrance consumer

According to professionals, today’s domestic fragrance customers are less afraid to take risks when choosing a perfume. Recently, many have been excited to try bolder fragrances. Also smaller, more exclusive ones niche-perfumes from fragrance houses are even more interesting.

– Our customers are eager to test new products. We notice that perfumes with a stronger concentration – such as elixirs and more intense versions of classic scents – are increasingly popular, Christa GrönlundViking Line’s information manager says.

Sokos and Emotions also show customers’ desire to try new things and interest in different, bolder and more intense scents. Many customers are looking for individuality and are happy to try new launches.

International fragrance trends are also growing in Finland. Sokos Beauty procurement manager Minna Mähönen says that at the moment such things include the increase in the intensity of fragrances, as consumers increasingly prefer stronger and longer-lasting fragrances, such as Eau de Parfum versions and even Parfum concentrates: they offer deeper and richer scent experiences.

These fragrance types are represented by Absolu, Elixir, Eau Forte and Parfum related novelties.

Fragrances associated with public figures are also seen as attractive.

– The fragrances of well-known artists and personalities have been popular for a long time, and they especially attract younger customers. Fans are waiting for new fragrances from, for example, Ariana Grande, Billie Eilish and Kylie Jenner. Musicians, actors and models such as Dua Lipa, Chris Hemsworth and Emma Watson also attract attention in fragrance advertising, says Mähönen.

Mähönen also mentions that consumers value environmental friendliness more and more. Many people want fragrances made from natural ingredients.

– This can also be seen on social media channels where responsible choices and green values ​​are discussed, he elaborates.

In addition, more and more fragrance brands are now introducing gender-neutral, unisex fragrances that break traditional and ingrained gender roles.

– This trend can also be seen in social media, where consumers prefer fragrances that are not limited to either men or women, but express individuality, Mähönen comments.

Current fragrance trends

One of Finns’ favorite scents comes up in an interview with many experts. It is homely vanilla, which has long been the number one favorite fragrance note.

– The popularity of vanilla has grown significantly over the last year, together gourmand– with fragrances. These scents are trendy because they create a sense of security and nostalgia, evoke strong feelings and memories: they are versatile, creating a warm feeling. It is easy to keep them pleasant, and they are suitable for many different situations, Grönlund reveals.

Also the category managers of Tallink Silja’s Duty Free side Kadi Talsi and You drive Tani emphasize that vanilla is a truly versatile scent that is suitable for everyday scents such as niche-class perfumes. That’s why vanilla is the main note in many very popular fragrances.

– During the Christmas season, customers also like to buy the classic vanilla scent. Its sweet, cozy and comforting scent brings to mind a pepper-scented atmosphere, they say.

However, other scents also appeal to Finns. For example, Tallink Silja says that the coming autumn-winter season will bring deeper and warmer scents, while the lighter summer scents will remain in the background.

– In autumn, spicy scents, such as cinnamon, nutmeg, cloves and pepper, become popular. These scents create a warm and cozy atmosphere that is suitable for the cooler months, emphasizes Mähönen.

“Fresh citrus notes combined with warm spices are a trend that is especially accentuated in autumn,” says Grönlund.

Mähönen also highlights oud scents, which are one of the most prestigious and expensive fragrance ingredients in the world. Oud fragrance is known for its deep, strong and slightly smoky aroma, which makes it distinctive, precious, intense and exclusive.

– The oud fragrance, originally popular in the Middle East for a long time, has now received a lot of attention also in the Nordic countries, especially among luxury and niche-among fragrance users, he mentions.

– As a luxury material, Oud is expensive and rare, which attracts customers who want uniqueness and sophistication. Luxury and mysticism appeal especially to those who want to stand out from the crowd and appreciate the depth of oriental scents, he continues.

Oud has a strong presence on Tiktok and Instagram, where influencers talk about its uniqueness and luxury.

In addition, floral scents, especially white flowers such as jasmine, tuberose and gardenia, have made a comeback, according to Mähönen.

– These scents bring to mind traditional and feminine scents, but they have now been combined in modern ways. Nostalgic yet fresh floral scents appeal to those who want traditional yet fresh versions of classic scents. Many luxury brands, such as Dior, have brought out new versions of their floral fragrances, which has increased interest in them, he explains the phenomenon.

Although cheerful and free citrus scents are typically most popular in spring and summer, many light citrus scents also sell well all year round, according to Mähönen.

– Citrus brings freshness and energy, which resonates especially with young and active consumers. The lightness and versatility of these scents make them easy to layer with other scents.

Social media, on the other hand, right now seems to favor fresh and clean scents that are well suited for everyday use.

– The bright, light notes of citrus are perfect for everyday life, advises Mähönen.

Some create viral phenomena

Social media, and Tiktok in particular, is driving and ruling the world of fragrances. The contents of these platforms have a great impact on the fragrance world, where both classic favorites and niche-perfumes are strongly featured. Scents that spread virally also appear in sales.

– Social media is definitely the place right now where trends are born and spread virally, emphasize Talsi and Tani.

– Viral fragrances have become favorites among fragrance enthusiasts around the world. This is the main reason why these fragrances are so popular, Grönlund underlines.

– Some plays a key role in the creation of fragrance trends. Influencers’ recommendations and hyped perfumes have made certain scents instantly popular. For example, fragrance videos on social media platforms that present the day’s fragrance choices or evaluate fragrances gather a lot of attention, recognizes Mähönen.

Bestsellers

Globally trending fragrances on Some may sell out very quickly. Namely, the highlights in viral videos empty the shelves quickly, when the demand exceeds the availability.

– Viral fragrances have become favorites among fragrance enthusiasts around the world. This is the main reason why these scents are so popular, explains Grönlund about the phenomenon.

Viking Line’s best-selling fragrances include trendy scents – such as citrus, vanilla, lavender and wood – as well as intense elixirs and stronger versions and, of course, viral scents.

– Of the fragrance houses, among others, Jean Paul Gaultier, Valentino and Tom Ford have risen to the top positions alongside other classic top brands such as Armani, Chanel, Dior and Hugo Boss, name Talsi and Tani.

At Viking Line, brands such as Jean Paul Gaultier, Valentino and Gucci have grown in popularity the most compared to last year.

Some really drives fragrance sales, commented all the interviewed experts.

– When a scent goes viral, it may also mean that demand exceeds availability. This can sometimes be challenging, because in addition to us, other retailers also naturally aim for the same trendy scents, so we have to work to get these to our customers, Talsi and Tani from Silja Line say.

– We quickly see spikes in sales of these at Sokos, and because of this there may be momentary interruptions in availability, says Mähönen.

Has the peak of the fragrance hype already been reached? Among other things, Lundell estimates that this is not yet the case.

– I don’t think we have reached the sales peak in perfumes yet, but we will continue to see growth in the fragrance categories. Consumers are still really excited about fragrances and there is so much exciting happening in the whole fragrance world right now, says Lundell.

What next?

In our previous interview, perfumer Farao Groth talked about building his own fragrance wardrobe, which we will probably see more of in the future.

Carola Lundell also believes that such a personal fragrance collection will become a trend.

– I think that fragrance fans want their collection of perfumes, both classic scents from traditional and iconic brands as well as from smaller niche-perfumes from fragrance houses. These are then used personally side by side in different situations, he guesses.

The layering of scents, which we wrote about earlier, is also more popular. It enables the use of an individual and Takuu unique scent palette.

Finland’s most popular perfumes

The story is the latest, the original was published on November 1, 2024.