From Oud to Ice Cream: 2025 Winning Scent Profile Is Emotional Escape

From Oud to Ice Cream: 2025 Winning Scent Profile Is Emotional Escape

Projecting 2025’s best-selling scent starts with understanding emotional volatility and the evolving consumer psyche — one that craves safety and comfort.

While headlines are dominated by global conflict, economic instability, and existential dread, something softer is emerging in fragrance. We’re witnessing a surge in fruity, sweet, lactonic, candy-like perfumes with notes like peach, mango, banana, vanilla ice cream, and cotton candy.

What may seem frivolous at first glance is deeply psychological: scent is becoming a form of self-soothing.

And it’s not just a Gen Z TikTok trend — it’s a real, measurable market shift. This isn’t merely a gourmand revival; it’s a collective, aromatherapeutic pivot, especially within niche perfumery.

The Macro Backdrop: War, Inflation, Instability → Sensory Escapism

Consumers are living in a state of nervous system overload — relentless war coverage, economic anxiety, AI-driven uncertainty, burnout, and climate change fear. They don’t want to smell like power anymore. They’re not buying “cool.” They’re buying comfort.

According to NPD Group, gourmand fragrances grew +24% year-over-year in the prestige category as of Q1 2025. And the niche fragrance industry, often perceived as artistic and avant-garde, is embracing playful, sweet-forward compositions. Brands are meeting the demand and notable 2025 launches include:

Fugazzi – Magic Mango: Tropical and serotonin-boosting. Mango nectar meets late-afternoon sun.

27 87 – Hakuna Matata: A banana-centric scent balanced with sensual jasmine and honey. Whimsical and long-wearing.

Scentologia – Lactonic: Your favorite ice cream scoop, where notions of pistachio and almond interact with milky vanilla. Surprisingly addictive.

BORNTOSTANDOUT – Candy Dust: Milk wraps tart raspberry and juicy pear, layered with sugar and tonka. A perfume you want to taste.

BDK – Impadia: Like a floral praline candy with vanilla and sweet citrus in the background. Addictive and sensual.

Fragrance Isn’t the Only Industry Affected

The same logic applies in adjacent luxury categories. Consider the Labubu toy phenomenon — a kawaii, mischievous elf now styled with Hermès Birkins. At first glance, it may seem contradictory. In reality, it symbolizes a reconciliation between high luxury and psychological fatigue. That little charm? It’s not just aesthetic — it’s emotional armor. Today’s consumers aren’t simply flexing wealth; they’re expressing a need for safety through childlike details.

Why This Matters in B2B Niche Perfumery

This isn’t just a cultural moment — it’s a commercial shift. Even fragrance connoisseurs, once loyal to bold and oud-heavy compositions, are now seeking softness. They’re looking for emotional release and personal indulgence. Niche is no longer synonymous with “serious.” It’s now  playful and delightfully sweet. This shift is especially resonating in GCC markets, where emotional luxury and sensory familiarity are driving fragrance loyalty. As consumers in the region shift toward uplifting and nostalgic olfactory experiences, brands that offer sweetness with sophistication are seeing strong traction.

What this means for the business:

VANILLA IS NO LONGER BASIC — sweetness, when done right, is strategic, sophisticated, and sometimes therapeutic.

TROPICAL IS IN — mango, banana, and coconut are rising fast, especially paired with clean musks or abstract textures.

LACTONES ARE THE NEW LEATHER — creamy, milky, second-skin notes are thriving across both indie and prestige lines.

CHILDLIKE ≠ CHILDISH — this is emotional escape and resilience. Silliness now carries a deeper meaning and play has power.

Final Thought

In 2025, a banana perfume isn’t a frivolity. It’s a lifeline. A coping mechanism. One sniff is a brief return to safety. And if your fragrance can make someone feel like life is fun and safe? You’ve already won.