Julia Dovgal, a fragrance enthusiast, has amassed over 200 bottles of perfume, spending $600 monthly as Gen Z drives a luxury fragrance renaissance.
The luxury fragrance market grew by nearly $2 billion from 2021-2023, with 83% of Gen Zers using fragrances, reflecting changing shopping habits.
With young consumers shifting from traditional scents like Axe and Old Spice to niche brands, fragrance is becoming integral to Gen Z's identity.
Fragrance has evolved from a simple afterthought to a deliberate choice, embodying the personal brand of young people today, becoming essential.
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