Critic
Gen Z Wants to Smell Rich. It’s Driving Luxury Fragrance Sales
“There is a reinvigorated curiosity surrounding scent with a newer generation.”
Illustration by Ana Miminoshvili
Buffeted by bad news on all sides, teenagers and young adults are finding comfort in cologne.
Sales of fine fragrance at Givaudan, which makes popular scents for brands such as Dior, Diptyque and Tom Ford, were up 14% in 2023 from the year before. In its first quarter in fiscal 2024, Coty saw its prestige fragrance revenue grow 25%. That’s as luxury across the board has softened globally.