Based on data from SPATE, the leading AI-powered consumer trend intelligence platform, I identified the fastest-growing perfume brands on Google, TikTok and Instagram in August among the 100 most popular brands on those platforms globally.
Seven of the top ten were part of groups or fragrance licensees: Guess (Interparfums), NOYZ (Beach House Group), Prada, Maison Margiela and Ralph Lauren (L’Oréal), Burberry (Coty), and Sol de Janeiro (L’Occitane).
Pinrose led the ranking, with popularity up 116,086%. That rise came from a very low July base of 28,570, reaching 33.2M in August entirely driven by a surge in Google search. Founded by Erika Shumate and Christine Luby, Pinrose set out to make fine fragrance easier to discover, using a sensory scent-matching quiz.
NOYZ rose 84% to a 113M popularity index, with TikTok up 107% while Google and Instagram declined. Founded by Shaun Neff’s Beach House Group, NOYZ uses more candid, “anti-fantasy” storytelling, with scent names such as Sh**ty Day and Unmute.
L’Oréal’s fragrance portfolio had three brands in the top ten: Prada (#4), Maison Margiela (#6) and Ralph Lauren (#7). Their popularity rose 82%, 65% and 60%, respectively, with TikTok driving the increase for all three. They already ranked #13, #21 and #38 by global popularity.
Chanel, already the seventh most popular brand also still grew 70%.
Atralia ranked eighth in the growth list, up 51%, and 14th by popularity, with an index of 493M. That momentum also had a retail signal with Pattern ranking Atralia as the fifth-fastest growing perfume brand on Amazon in August.
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