The idea that a person wears one signature scent is fading. New research from Phyto Parfums, a brand launched by Brazilian cosmetics group Flora in late 2025, quantified just how rapidly the Generation Z consumer is upending the category.
The study, which surveyed Brazilians aged 16 to 28, found that 66% use more than two fragrances simultaneously. While older generations tend to stick to a “signature scent” young people are embracing multiple fragrances.
66% of Gen Z purchasing decisions are impacted by social media, particularly TikTok but paradoxically young consumers are ultimately individualistic in their final choice with 80% preferring to choose their own scents without external input.
Gen Z now represents the fastest-growing segment in perfumery, not just in volume but as a catalyst for innovation. For an industry long built on loyalty to a single bottle, the era of the curated fragrance wardrobe has arrived.
