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Marketing & Trends Agency; TrendAroma was founded in 2016 to provide dedicated support to the fragrance industry.

TrendAroma Marketing brings over 20 years of marketing experience, fragrance expertise, product knowledge, market analysing skills, research competence and commercially proven trend forecasting abilities together.

Each year TrendAroma produces a suite of macro forecasts and reports looking at fragrance trends and forecasting the new focus fragrances, notes and ingredients for the future. Every downloadable report or forecast is produced with a global outlook ensuring they have broad relevance across all regional markets. Our trends are validated by data, industry examples and our specialist trend tracking methodology

Bespoke consultancy services support and assist marketing activities for teams across the globe, giving customers access to retain, or work on a project basis with, an experienced fragrance marketer.

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The latest UK home care launches demonstrate how fragrance is becoming the primary vehicle for premiumisation. Seasonal collections, identifiable fragrance notes, and emotionally driven scent stories are helping brands transform routine cleaning into a more enjoyable lifestyle ritual. Rather than competing solely on efficacy, brands are increasingly using fragrance to create differentiation, encourage repeat purchase, and build stronger emotional connections with consumers. NEW LAUNCHES 👉🏻 Dettol Peach & Hibiscus & Harpic Tropical Peach & Mango 👉🏻 Daz Fresh Jasmine range 👉🏻 Flash/Fairy/Febreze Summer Breeze ✨Fragrance has become one of the primary points of differentiation within mature home care categories, with scent stories increasingly driving shelf standout and consumer choice. ✨In the UK/European market fruit scents are becoming more premium and mood enhancing sensory experiences. ✨Home care is also borrowing from fine fragrance language, using identifiable floral notes that feel more premium, modern and emotionally evocative than traditional "summer flowers" positioning. ✨Cleaning focused brands are also increasingly selling an atmosphere rather than just cleanliness. Holiday inspired fragrances allow consumers to recreate the emotional feeling of summer travel without leaving home. ✨Fragrance teams are thinking beaches, sunsets, tropical breezes and palm trees. ✨Companies are increasingly treating successful fragrances as cross-category platforms, allowing consumers to scent multiple rooms and cleaning routines with a consistent fragrance identity. #HomeCare #FragranceTrends #ConsumerInsights #Innovation #ProductDevelopment #FMCG #HouseholdCare #TrendForecasting #FragranceIndustry #MarketIntelligence #PackagingInnovation #ConsumerBehaviour #TrendAroma #HomeFragrance
The latest UK home care launches demonstrate how fragrance is becoming the primary vehicle for premiumisation. Seasonal collections, identifiable fragrance notes, and emotionally driven scent stories are helping brands transform routine cleaning into a more enjoyable lifestyle ritual. Rather than competing solely on efficacy, brands are increasingly using fragrance to create differentiation, encourage repeat purchase, and build stronger emotional connections with consumers. NEW LAUNCHES 👉🏻 Dettol Peach & Hibiscus & Harpic Tropical Peach & Mango 👉🏻 Daz Fresh Jasmine range 👉🏻 Flash/Fairy/Febreze Summer Breeze ✨Fragrance has become one of the primary points of differentiation within mature home care categories, with scent stories increasingly driving shelf standout and consumer choice. ✨In the UK/European market fruit scents are becoming more premium and mood enhancing sensory experiences. ✨Home care is also borrowing from fine fragrance language, using identifiable floral notes that feel more premium, modern and emotionally evocative than traditional "summer flowers" positioning. ✨Cleaning focused brands are also increasingly selling an atmosphere rather than just cleanliness. Holiday inspired fragrances allow consumers to recreate the emotional feeling of summer travel without leaving home. ✨Fragrance teams are thinking beaches, sunsets, tropical breezes and palm trees. ✨Companies are increasingly treating successful fragrances as cross-category platforms, allowing consumers to scent multiple rooms and cleaning routines with a consistent fragrance identity. #HomeCare #FragranceTrends #ConsumerInsights #Innovation #ProductDevelopment #FMCG #HouseholdCare #TrendForecasting #FragranceIndustry #MarketIntelligence #PackagingInnovation #ConsumerBehaviour #TrendAroma #HomeFragrance
The Perfume Shop has revealed its predictions for the top 10 bestselling men’s fragrances for Father’s Day (UK) 2026, reflecting a mix of long-standing favourites and newer releases gaining popularity. It comes as fragrance remains one of the UK’s most popular Father’s Day gifts, with The Perfume Shop reporting sales of 248,142 bottles in the two weeks leading up to Father’s Day in 2025 - equivalent to around 12 bottles sold every minute. #Fragrance #FineFragrance #BestsellersUK
The Perfume Shop has revealed its predictions for the top 10 bestselling men’s fragrances for Father’s Day (UK) 2026, reflecting a mix of long-standing favourites and newer releases gaining popularity. It comes as fragrance remains one of the UK’s most popular Father’s Day gifts, with The Perfume Shop reporting sales of 248,142 bottles in the two weeks leading up to Father’s Day in 2025 - equivalent to around 12 bottles sold every minute. #Fragrance #FineFragrance #BestsellersUK
The new SKANDINAVISK KØLLEKTION (launching today) is described as a series of "chapters" that evoke specific memories, such as bike riding through Copenhagen or visiting a summerhouse by the beach. ******* KØPENHAGEN Climbing white roses open into cool city air, blending with the soft mineral scent of stone after rain. Along the harbour, water moss meets polished steel, reflecting the city's mix of historic trading roots and modern creativity. Charred wood and pale musks add warmth beneath the freshness. POLÅR DANCE Snowdrop and elderflower bloom with delicate brightness, lifted by crushed mint and a frosty air accord. Silver fir brings depth, while a radiant light accord drifts through the fragrance like the glow of the midnight aurora. ARCTIC ODYSSÆY A crisp snowflake accord creates glacial freshness, while sea spray and tundra herbs carry the scent of salt and wind across lichen-covered rock. Arctic moss grounds the composition, with black pepper and vetiver adding quiet warmth and resilience beneath the frost. DISTANT SHÖRES Inspired by empty beaches and shimmering horizons, sea lily and sea grass sway alongside samphire and the faint salt of skin after a swim. Heather floats through the air before settling into sun-warmed driftwood and rolling sand dunes that hold the secrets of summer. DEEP FØREST A meditative walk beneath a pine canopy where the air is rich with resin and rain. Pine needles and fir balsam bring clarity, while cedar, spruce and vetiver root the scent in earthy calm. Forest air, pink pepper, rowanberry and juniper add the brightness of wild berries scattered across the woodland floor. OH! MIDSUMMÄR A fragrance of sunlight and celebration. Fresh wild strawberries sparkle against green stems and meadow dew, while buttercups, clover, cornflower and meadowsweet evoke flower crowns and birch-dressed maypoles. Jasmine adds a soft glow, with patchouli and musk creating the warmth of sun-kissed skin. NORDIK NIGHTS A gentle amber glow fills the room like candlelight on bare skin. Notes of cacao truffle melt into warm skin accords, while a lingering lover's trace rests on soft cashmere wool, wrapping the air in quiet comfort.
The new SKANDINAVISK KØLLEKTION (launching today) is described as a series of "chapters" that evoke specific memories, such as bike riding through Copenhagen or visiting a summerhouse by the beach. ******* KØPENHAGEN Climbing white roses open into cool city air, blending with the soft mineral scent of stone after rain. Along the harbour, water moss meets polished steel, reflecting the city's mix of historic trading roots and modern creativity. Charred wood and pale musks add warmth beneath the freshness. POLÅR DANCE Snowdrop and elderflower bloom with delicate brightness, lifted by crushed mint and a frosty air accord. Silver fir brings depth, while a radiant light accord drifts through the fragrance like the glow of the midnight aurora. ARCTIC ODYSSÆY A crisp snowflake accord creates glacial freshness, while sea spray and tundra herbs carry the scent of salt and wind across lichen-covered rock. Arctic moss grounds the composition, with black pepper and vetiver adding quiet warmth and resilience beneath the frost. DISTANT SHÖRES Inspired by empty beaches and shimmering horizons, sea lily and sea grass sway alongside samphire and the faint salt of skin after a swim. Heather floats through the air before settling into sun-warmed driftwood and rolling sand dunes that hold the secrets of summer. DEEP FØREST A meditative walk beneath a pine canopy where the air is rich with resin and rain. Pine needles and fir balsam bring clarity, while cedar, spruce and vetiver root the scent in earthy calm. Forest air, pink pepper, rowanberry and juniper add the brightness of wild berries scattered across the woodland floor. OH! MIDSUMMÄR A fragrance of sunlight and celebration. Fresh wild strawberries sparkle against green stems and meadow dew, while buttercups, clover, cornflower and meadowsweet evoke flower crowns and birch-dressed maypoles. Jasmine adds a soft glow, with patchouli and musk creating the warmth of sun-kissed skin. NORDIK NIGHTS A gentle amber glow fills the room like candlelight on bare skin. Notes of cacao truffle melt into warm skin accords, while a lingering lover's trace rests on soft cashmere wool, wrapping the air in quiet comfort.
INDUSTRY M&A NEWS: "Givaudan, today announced that it has reached an agreement to acquire a majority stake in Eurofragance, a pure play fragrance house based in Barcelona, Spain. Eurofragance is a family-founded fragrance creation house specialising exclusively in the design and production of fine fragrances, as well as fragrances for personal and home care products. With a strong presence across Europe, the Middle East, Asia, Africa, and Latin America, the company focuses on high growth regional markets. Renowned for its agility, creativity, and deep market understanding, Eurofragance combines a perfumery boutique approach with the latest innovations to deliver distinctive olfactive solutions and fragrances tailored to consumer preferences. This strategic alliance marks an important milestone in Givaudan’s 2030 strategy, aiming to expand its presence and capabilities across local and regional markets to drive sustained business growth. By combining Eurofragance’s entrepreneurial spirit and strong regional footprint with Givaudan’s global leadership and capabilities, the collaboration will enable both companies to bring unique, locally relevant fragrance experiences to consumers worldwide. " Source ~ Givaudan media release via website
INDUSTRY M&A NEWS: "Givaudan, today announced that it has reached an agreement to acquire a majority stake in Eurofragance, a pure play fragrance house based in Barcelona, Spain. Eurofragance is a family-founded fragrance creation house specialising exclusively in the design and production of fine fragrances, as well as fragrances for personal and home care products. With a strong presence across Europe, the Middle East, Asia, Africa, and Latin America, the company focuses on high growth regional markets. Renowned for its agility, creativity, and deep market understanding, Eurofragance combines a perfumery boutique approach with the latest innovations to deliver distinctive olfactive solutions and fragrances tailored to consumer preferences. This strategic alliance marks an important milestone in Givaudan’s 2030 strategy, aiming to expand its presence and capabilities across local and regional markets to drive sustained business growth. By combining Eurofragance’s entrepreneurial spirit and strong regional footprint with Givaudan’s global leadership and capabilities, the collaboration will enable both companies to bring unique, locally relevant fragrance experiences to consumers worldwide. " Source ~ Givaudan media release via website
The latest fine fragrance trend intelligence report (Edition 17) is now available and explores eight new scent stories shaping the olfactive landscape — from soft, comforting gourmands to orchard fruits, atmospheric nature scents, radiant citrus creations and a new wave of mineral freshness. This season fragrance becomes softer, more emotional and more experiential. Matcha breaks, picnic moments, wild landscapes, coastal escapes and cloud-like textures all influence how brands are creating scent. Inside the report you'll discover: • 8 key fragrance trends covering launches from Spring + Early Summer 2026. • Around 100 new perfume launches analysed. • Emerging ingredients, accords and olfactive directions via launch activity in the Trends & Insights section. • Future predictions and thoughts on new innovation directions in relation to each trend story. • Consumer insights, movements and market shifts summarised in notes of now & next, men’s fragrance trends, women’s fragrance trends and niche fragrance trends section. Available now on www.trendaroma.com
The latest fine fragrance trend intelligence report (Edition 17) is now available and explores eight new scent stories shaping the olfactive landscape — from soft, comforting gourmands to orchard fruits, atmospheric nature scents, radiant citrus creations and a new wave of mineral freshness. This season fragrance becomes softer, more emotional and more experiential. Matcha breaks, picnic moments, wild landscapes, coastal escapes and cloud-like textures all influence how brands are creating scent. Inside the report you'll discover: • 8 key fragrance trends covering launches from Spring + Early Summer 2026. • Around 100 new perfume launches analysed. • Emerging ingredients, accords and olfactive directions via launch activity in the Trends & Insights section. • Future predictions and thoughts on new innovation directions in relation to each trend story. • Consumer insights, movements and market shifts summarised in notes of now & next, men’s fragrance trends, women’s fragrance trends and niche fragrance trends section. Available now on www.trendaroma.com
Affordable ‘luxury’ fragrances continue to generate significant engagement across social media, with consumers increasingly seeking high quality alternatives to premium scents. M&S fragrances in particular have built a strong online following, regularly appearing in TikTok, Instagram and Facebook discussions thanks to their sophisticated scent profiles, accessible price points and strong word-of-mouth recommendations. ******** ✨New Studio collection: Amber Crème is a refined and evocative choice. Sensual amber and rich vanilla combine with notes of rum, patchouli and crème anglaise to create a lavish, indulgent scent. Ginger Flower is a fresh and contemporary scent. The heart of the fragrance combines lively ginger with sweet citrus and orange blossom for an uplifting accord. Sensual white musk and blond woods create a warm, grounded finish. Tonka Tabac is rich and complex - a sophisticated choice. Golden tonka bean, tobacco and hazelnut create a warm and inviting scent that's complemented by juicy berry notes. A base of cognac, vanilla and cinnamon provides depth and grounding. Darkest Vanilla is rich and velvety. The sensual vanilla heart is complemented by warm amber, luscious tonka bean and dreamy patchouli. Notes of floral orchid and sweet brown sugar ensure a luxurious finish. No descriptions for Salted Haze, Vanilla Silk, Dewy Rose and Sheer Musk are available yet. ✨Discover collection releases 2026 Marshmallow Delight: indulge in a scent that feels soft, sweet and irresistibly playful. Juicy raspberry brings a bright opening, melting into fluffy marshmallow and smooth cream for a comforting, dessert-like finish. Solar Fleur: the warmth of sunlit skin. A bright burst of mandarin opens the scent, softened by delicate jasmine and wrapped in the creamy sweetness of coconut milk. The result is a smooth, glowing fragrance that feels effortless and uplifting. #FragranceIndustry #BeautyRetail #FragranceCollection #PerfumeTrends #RetailInnovation #BeautyBusiness #FragranceLaunch #ProductShowcase #ConsumerTrends
Affordable ‘luxury’ fragrances continue to generate significant engagement across social media, with consumers increasingly seeking high quality alternatives to premium scents. M&S fragrances in particular have built a strong online following, regularly appearing in TikTok, Instagram and Facebook discussions thanks to their sophisticated scent profiles, accessible price points and strong word-of-mouth recommendations. ******** ✨New Studio collection: Amber Crème is a refined and evocative choice. Sensual amber and rich vanilla combine with notes of rum, patchouli and crème anglaise to create a lavish, indulgent scent. Ginger Flower is a fresh and contemporary scent. The heart of the fragrance combines lively ginger with sweet citrus and orange blossom for an uplifting accord. Sensual white musk and blond woods create a warm, grounded finish. Tonka Tabac is rich and complex - a sophisticated choice. Golden tonka bean, tobacco and hazelnut create a warm and inviting scent that's complemented by juicy berry notes. A base of cognac, vanilla and cinnamon provides depth and grounding. Darkest Vanilla is rich and velvety. The sensual vanilla heart is complemented by warm amber, luscious tonka bean and dreamy patchouli. Notes of floral orchid and sweet brown sugar ensure a luxurious finish. No descriptions for Salted Haze, Vanilla Silk, Dewy Rose and Sheer Musk are available yet. ✨Discover collection releases 2026 Marshmallow Delight: indulge in a scent that feels soft, sweet and irresistibly playful. Juicy raspberry brings a bright opening, melting into fluffy marshmallow and smooth cream for a comforting, dessert-like finish. Solar Fleur: the warmth of sunlit skin. A bright burst of mandarin opens the scent, softened by delicate jasmine and wrapped in the creamy sweetness of coconut milk. The result is a smooth, glowing fragrance that feels effortless and uplifting. #FragranceIndustry #BeautyRetail #FragranceCollection #PerfumeTrends #RetailInnovation #BeautyBusiness #FragranceLaunch #ProductShowcase #ConsumerTrends
From viral food trend to fragrance inspiration, the rise of savoury scents highlights consumers' growing appetite for unexpected olfactory experiences. The Green Goddess salad phenomenon, which dominated social media feeds in 2021, transformed a classic 1920s dressing into a cultural moment. Defined by its finely chopped greens and herbaceous profile of cabbage, cucumber, chives and green onion, the trend tapped into a broader fascination with freshness, wellness and garden-to-table aesthetics. Today, those same cues are appearing in fragrance. Flamingo Estate's Green Goddess Candle transforms the aroma of pesto into something surprisingly transcendent, blending basil, mint, pea tendrils, rosemary and golden ginger into a scent that feels like stepping into a sun-drenched garden at golden hour. Meanwhile, Versatile Paris has reimagined its Rital Date fragrance with a bright pesto-basil accord, creamy pistachio and limoncello lemon, proving that savoury notes can feel just as addictive as gourmand ones. The movement extends beyond niche fragrance. Jo Malone London's limited-edition Veggies Collection explores vegetable inspired storytelling with new scents; Velvety Butternut, Carrot Blossom and Scarlet Beetroot, demonstrating how savoury and vegetal notes are entering the mainstream fragrance conversation. Taken together, these launches point to a broader shift: savoury is becoming a legitimate olfactive territory. For fragrance creators, the opportunity extends beyond novelty as consumers continue to seek experiences that blur the boundaries between food, fragrance and lifestyle. Herbaceous, vegetal and culinary green notes offer a contemporary route to freshness. Basil, fennel, pea shoots, beetroot, carrot seed, leafy greens and garden herbs are increasingly functioning as emotional signifiers of wellness, seasonality, provenance and connection to nature. #FragranceInsights #OlfactiveTrends #FragranceIndustry #Perfumery #FineFragrance #HomeFragrance #ConsumerInsights #ScentInnovation #TrendForecasting
From viral food trend to fragrance inspiration, the rise of savoury scents highlights consumers' growing appetite for unexpected olfactory experiences. The Green Goddess salad phenomenon, which dominated social media feeds in 2021, transformed a classic 1920s dressing into a cultural moment. Defined by its finely chopped greens and herbaceous profile of cabbage, cucumber, chives and green onion, the trend tapped into a broader fascination with freshness, wellness and garden-to-table aesthetics. Today, those same cues are appearing in fragrance. Flamingo Estate's Green Goddess Candle transforms the aroma of pesto into something surprisingly transcendent, blending basil, mint, pea tendrils, rosemary and golden ginger into a scent that feels like stepping into a sun-drenched garden at golden hour. Meanwhile, Versatile Paris has reimagined its Rital Date fragrance with a bright pesto-basil accord, creamy pistachio and limoncello lemon, proving that savoury notes can feel just as addictive as gourmand ones. The movement extends beyond niche fragrance. Jo Malone London's limited-edition Veggies Collection explores vegetable inspired storytelling with new scents; Velvety Butternut, Carrot Blossom and Scarlet Beetroot, demonstrating how savoury and vegetal notes are entering the mainstream fragrance conversation. Taken together, these launches point to a broader shift: savoury is becoming a legitimate olfactive territory. For fragrance creators, the opportunity extends beyond novelty as consumers continue to seek experiences that blur the boundaries between food, fragrance and lifestyle. Herbaceous, vegetal and culinary green notes offer a contemporary route to freshness. Basil, fennel, pea shoots, beetroot, carrot seed, leafy greens and garden herbs are increasingly functioning as emotional signifiers of wellness, seasonality, provenance and connection to nature. #FragranceInsights #OlfactiveTrends #FragranceIndustry #Perfumery #FineFragrance #HomeFragrance #ConsumerInsights #ScentInnovation #TrendForecasting
A new JPG that's going viral... and it's telling us something interesting about where fragrance is heading. Jean Paul Gaultier's Le Beau Narcisse has been gaining serious traction across TikTok, Instagram and Reddit, becoming one of the most talked about launches of the year so far. Beyond the scent profile itself, what's caught my attention is how often consumers are describing it in ways that move beyond traditional masculine fragrance language. Words like clean, creamy, powdery, tropical, and comforting appear again and again in online conversations. It's another example of the continued shift towards fragrances that feel less genderdefined and more emotion led. I spend a lot of time tracking these discussions across social platforms and fragrance communities because the conversations around a fragrance can often be as revealing as the fragrance itself. The language consumers use, the trends they amplify, and the products they champion all provide clues about where the market is moving next. #FragranceTrends #SocialListening #FragranceInsights #PerfumeIndustry #TrendForecasting #ConsumerInsights
A new JPG that's going viral... and it's telling us something interesting about where fragrance is heading. Jean Paul Gaultier's Le Beau Narcisse has been gaining serious traction across TikTok, Instagram and Reddit, becoming one of the most talked about launches of the year so far. Beyond the scent profile itself, what's caught my attention is how often consumers are describing it in ways that move beyond traditional masculine fragrance language. Words like clean, creamy, powdery, tropical, and comforting appear again and again in online conversations. It's another example of the continued shift towards fragrances that feel less genderdefined and more emotion led. I spend a lot of time tracking these discussions across social platforms and fragrance communities because the conversations around a fragrance can often be as revealing as the fragrance itself. The language consumers use, the trends they amplify, and the products they champion all provide clues about where the market is moving next. #FragranceTrends #SocialListening #FragranceInsights #PerfumeIndustry #TrendForecasting #ConsumerInsights
A NEW fragrance has been announced by Jo Malone: Sea Salt & Bergamot. ”Bergamot natural essence: Obtained by cold expession of the zest. Adds bright and sparkling citrus freshness. Mineral accord: Supports the heart note with a natural impression of sea spray and the coolness of wet stone. Sea salt accord: Brings acrunchy texture and sense of freshness and purity to the heart of the fragrance. Everlasting flower: (Immortelle) Supports the heart note with a honeyed warmth to ground the fragrance, while its herbaceous fruitiness adds an uplifting touch. Drift wood accord: Wraps the fragrance with the saltiness of the sea, bringing a light woodiness to the fragrance. Moss accord: The verdancy of moss supports and cushions the base with an earthy woody warmth.’ – Jo Malone London
A NEW fragrance has been announced by Jo Malone: Sea Salt & Bergamot. ”Bergamot natural essence: Obtained by cold expession of the zest. Adds bright and sparkling citrus freshness. Mineral accord: Supports the heart note with a natural impression of sea spray and the coolness of wet stone. Sea salt accord: Brings acrunchy texture and sense of freshness and purity to the heart of the fragrance. Everlasting flower: (Immortelle) Supports the heart note with a honeyed warmth to ground the fragrance, while its herbaceous fruitiness adds an uplifting touch. Drift wood accord: Wraps the fragrance with the saltiness of the sea, bringing a light woodiness to the fragrance. Moss accord: The verdancy of moss supports and cushions the base with an earthy woody warmth.’ – Jo Malone London
It's the last day of Spring and in case you and the team are wondering what happened in new launches (and you don't subscribe to the monthly New Launch Reports) - this is the catch up trend report you need. Trend Tracker Reports are designed to give fragrance teams key insights into trends and new olfactive directions. The ‘What’s new’ slide is an insightful overview into the main market drivers before an in-depth look with supporting product launches through the curated trend stories for the season. Download the report from the website. Link in Bio.
It's the last day of Spring and in case you and the team are wondering what happened in new launches (and you don't subscribe to the monthly New Launch Reports) - this is the catch up trend report you need. Trend Tracker Reports are designed to give fragrance teams key insights into trends and new olfactive directions. The ‘What’s new’ slide is an insightful overview into the main market drivers before an in-depth look with supporting product launches through the curated trend stories for the season. Download the report from the website. Link in Bio.