In every nation across the globe, identity is something that almost every person carefully crafts, layers, and oftentimes reimagines. Although there are dozens of ways that this can be done, Gen Z has turned to an unexpected medium for self-expression: fragrance. Once a subtle accessory, perfume has evolved into a cultural phenomenon for this generation, acting as both a personal muse and a sensory journey. Today’s young fragrance enthusiasts aren’t just spritzing for scent—they’re cultivating entire aesthetic identities around fragrance.
In 2023, the global perfume market size was valued at about US$48 billion, and now social media has only added to this booming industry. But why is Gen Z so willing to throw their money at bottles of expensive fragrances? Click through this gallery to find out.