Why Strawberry is the hottest note in fragrance right now

Strawberry is making a notable comeback in fine fragrance, evolving from its traditional sweet, youthful image into a sophisticated and versatile note. This resurgence aligns with broader trends in perfumery that emphasize nostalgia, gourmand elements, and innovative scent combinations.

Modern Interpretations of Strawberry
Contemporary perfumers are reimagining strawberry to appeal to mature audiences. Phlur’s Strawberry Letter exemplifies this shift, blending light strawberry essence with amber and tonka bean for a sensual, understated profile. Similarly, Malin + Goetz’s Strawberry Eau de Parfum offers a breezy, gender-neutral take on the fruit, moving away from overt sweetness.

Strawberry in Gourmand and Floral Contexts
The integration of strawberry into gourmand fragrances is gaining traction. Burberry’s Her Eau de Parfum, crafted by Francis Kurkdjian, opens with a medley of strawberry, raspberry, and blackcurrant, transitioning into jasmine and violet, creating a complex, jammy scent. In the niche market, Hilde Soliani’s Fraaagola Saaalaaata combines sweet strawberry with a hint of salt, evoking nostalgic memories of strawberry-flavored lip glosses.

Nostalgic and Innovative Blends
Perfumers are also exploring strawberry’s nostalgic appeal. Marissa Zappas’ Pink Bedroom Oil blends strawberry with rose and musk, reminiscent of 1980s Strawberry Shortcake dolls. Snif’s Rose Era pairs soft strawberry notes with fresh rose and a clean laundry accord, offering a modern twist on classic floral scents.

Juliette has a Gun Miami Shake is the brand’s first true gourmand fragrance, featuring a creamy composition of ripe wild strawberries, musky whipped cream, and vanilla. The fragrance is reminiscent of a creamy milkshake, enveloping the wearer in a lasting scent trail.

Creed Fragaria is radiant and youthful, embodying the sweet scent of fresh strawberries. It starts with a citrusy, floral blast that combines mandarin, bergamot and pink pepper, combined with a heart of luscious strawberry and delicate violet accord, eventuating with a cozy base of dry vetiver and smoky cedarwood.

Kenzo Flower Cherry Poppy  features a delectable aura with a hypnotizing composition of natural ingredients. Inspired by the art of Japanese pastry, it has a discreet yet distinctive and soft character. The fragrance opens with a tart black cherry enveloped by fresh strawberry, leading to a mesmerizing floral heart of Damask Rose and Water Lily. The base is comforting with clean White Musk and Virginia Cedarwood essence

Clean Strawberry Fields is a modern fruity floral fragrance that captures the essence of sun-kissed strawberries in a summer garden. The scent opens with juicy wild strawberries and crisp linen accords, transitioning to a floral heart of jasmine petals and orchid blossoms. A clean musk-amber drydown creates skin-soft warmth, evoking memories of sun-drenched picnics and freshly laundered linens.

Armani Si Passione Red Musk is a magnetic blend of floral, amber, and fruity notes. The composition opens with clean musk and luscious strawberry, leading to a heart of milk and rose absolu, and settles on a base of sweet vanilla and warm musk.

Why Now? Cultural and Market Drivers
The strawberry trend isn’t just about fragrance—it’s reflective of wider cultural moments. From the resurgence of Y2K fashion to the rise of “soft girl” aesthetics on platforms like TikTok, strawberry scents tap into a longing for innocence, comfort, and playful self-expression. This is especially appealing in a post-pandemic era where consumers gravitate toward familiar, emotionally evocative experiences.

At the same time, the fragrance world is expanding beyond traditional gender boundaries. Strawberry’s fruitiness, once pigeonholed as overly feminine or juvenile, is now being used in bold, unisex formulations that highlight its depth when paired with woods, musks, or smoky notes.

The Future of Strawberry in Fragrance
Looking ahead, strawberry is poised to remain a dynamic ingredient in the perfumer’s palette. Expect to see it fused with unexpected accords—think incense, oud, or pepper—to create edgy contrasts. As fragrance consumers become more adventurous, strawberry’s chameleon-like quality gives it staying power across both niche and mainstream markets.

From nostalgic sweetness to sultry sophistication, strawberry has officially grown up—and the fragrance world is here for it.