"At the end of 2024, I noticed a resurgence in fruity perfumes. In particular, cherry notes. Tom Ford's Lost Cherry was doing the rounds on social media and newer launches (such as Sabrina Carpenter's viral Cherry Baby perfume) were following suit."
"Stone fruits such as cherry, nectarine and peach will continue to glisten and in 2025 even more edible notes will play leading roles in the perfumery kitchen," says South.
"The beautiful thing about fragrance is that you can tailor the trends to make them work for you."
"I know what you're thinking, what's the difference between the two? Let me put it this way, vanilla notes have been incredibly popular this year, and while I've been wearing a lot of sweet, sugary perfumes with strong hints of vanilla throughout, my best friend has been favouring woody, earthy perfumes with subtle bases of vanilla and musk."
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