Celebrity Scents: Who'S Smelling Like Success In 2025?

The Great Celebrity Perfume Race of 2025

In 2025, celebrity perfumes have transformed from mere luxury items into global sensations. Thanks to a detailed five-year analysis by Fresha, it's clear that the demand for celebrity fragrances is skyrocketing, especially as the holiday season approaches. But here's the twist – the fragrance game is now being led by a whole new set of stars.

Gen Z Takes the Fragrance Throne

Ariana Grande, with a staggering 941,000 monthly searches, is currently the queen of celebrity perfume. Her numbers represent a 65% increase in interest, proving that her fragrances are not just popular – they're a phenomenon. Hot on her heels is Billie Eilish, whose perfume line saw a mind-blowing 113% surge in searches, making her the fastest-growing name on the list. Sabrina Carpenter has also emerged as a major player, with her search numbers jumping 94% – the biggest breakout story of the year.

“Warm, sweet, comfort-driven fragrances – vanilla, caramel, marshmallow, amber – are dominating every market. These scents feel nostalgic, they last for hours, and they're incredibly wearable,” shares Danielle Louise, a beauty expert on the Fresha app.

Kylie Jenner also makes her mark with a steady 59% rise in searches, solidifying the Gen Z takeover. Her influence proves that having a massive social media presence can translate to tangible demand in the perfume world.

The 2025 Celebrity Perfume Leaderboard

Here's a quick rundown of the top celebrity perfumes making waves:
1. Ariana Grande – 941,000 searches
2. Billie Eilish – 672,000 searches
3. Sabrina Carpenter – 316,000 searches
4. Britney Spears – 144,000 searches
5. Kylie Jenner – 120,000 searches
6. Paris Hilton – 93,000 searches
7. Rihanna (Fenty) – 98,000 searches
8. Justin Bieber – 19,000 searches
9. Jennifer Lopez – 18,000 searches
10. Kim Kardashian – 17,000 searches

The Scent of 2025: Sweet Nostalgia

The trending scent profile is all about comfort and sweetness. Think vanilla, caramel, and marshmallow – fragrances that evoke a sense of nostalgia and warmth. These scents aren't just pleasant; they're designed to be long-lasting and wearable, making them the perfect fit for celebrity brands.

TikTok and the New Fragrance Rules

Danielle Louise pinpoints three key drivers of the Gen Z fragrance revolution: TikTok, fandom, and price accessibility. Viral TikTok videos can catapult a perfume's popularity overnight, while fans are eager to wear scents that reflect their favorite artists' identities. Additionally, these perfumes are affordable and widely available, ensuring they're perfect for gifting during the holidays.

The Nostalgia Effect

Despite the buzz around new releases, nostalgia-fueled favorites like Paris Hilton and Britney Spears continue to see significant spikes in demand during the festive season. Paris Hilton has made a notable comeback, capitalizing on Y2K nostalgia, while Britney Spears remains a staple in holiday gift shopping.

A Divided Market, One Direction

The celebrity perfume landscape in 2025 is clearly split between rising Gen Z stars and nostalgic icons. Ariana Grande, Billie Eilish, Sabrina Carpenter, and Kylie Jenner represent the new wave, while Paris Hilton, Britney Spears, Jennifer Lopez, and Justin Bieber maintain their stronghold in the nostalgia market. Kim Kardashian, however, saw a slight decline in interest due to brand repositioning.

The verdict? Celebrity perfumes are no longer just about luxury – they're about influence, accessibility, and tapping into sentimental memories. The market is bigger and more dynamic than ever, driven by those who can turn fleeting viral moments into lasting fragrance legacies.