Fragrance Experts On The Top Perfume Trends For 2025

Perfume is no longer just about smelling good for someone else, says Levy. “Now, it’s seen as a tool for empowerment, self-expression and emotional wellbeing — with spiritual wellness at the forefront.” Levy says that we’re already witnessing the trend in action. “Perfume brand Vyrao is known for infusing supercharged diamond crystals into every one of its bottles,” she notes, while holistic healer Estelle Bingham’s fragrance collection “manifests” self-love. “Then there’s Kate Moss’ ‘aura-enhancing’ fragrance for her line Cosmoss,” says Levy. Established names are also embracing this trend, she adds. “Take Charlotte Tilbury’s [Collection of Emotions] line and Sana Jardin’s [soon-to-be] launched Air of Aquarius, inspired by ‘the cosmic energy of Pluto's return to Aquarius’. All of these fragrances are designed to amplify the wearer’s energy and to enhance all areas of their life.”