Spate, the AI-powered consumer trend intelligence platform, tracks brand popularity through Google searches and views on Instagram and TikTok. Among the ten fragrance brands tracked by Spate that recorded the largest popularity increase over the past twelve months, Atralia ranked first.
Founded in Dubai in 2023, Atralia sells affordable Middle Eastern perfumes, generally priced between $30 and $60. Its rise confirms that consumer appetite for brands like Lattafa and Armaf has not slowed. Atralia’s growth model has been similar to those brands. It gifts perfumes to many small fragrance creators, encourages reviews and comparison videos, and connects this content to its TikTok Shop and Amazon listings. The many smaller creators build frequency and social proof, while the best-performing content can then be amplified through paid media and affiliate commissions.
At the other end of the ranking is Amouage, another Middle Eastern fragrance house, but operating in the luxury segment. The company grew revenue by 66% in 2025 and is evolving from a regional niche player to a global luxury house, recently opening boutiques in cities including New York, Rome and Shanghai.
The eight other names are more familiar. What is striking, however, is L’Oréal’s growing control of the luxury fragrance space. Five brands in the ranking (Valentino, Yves Saint Laurent, Creed, Armani and Prada) are already part of L’Oréal’s fragrance portfolio with Gucci expected to join L’Oréal in 2027. L’Oréal also owns a minority stake in Amouage. This means that seven of the ten fastest-rising brands are now related to L’Oréal.
Dolce & Gabbana ranked number 7th is one of the exceptions. Unlike most fashion houses, it brought its beauty business in-house and sees it as central to remaining independent. The company is targeting €1 billion in annual beauty sales by 2027 and secured €150 million in additional financing in 2025 to support its expansion.
Finally, Dior ranks fourth for growth but remains by far the most popular fragrance brand overall. Its 101 million searches and social-media views are roughly equivalent to Yves Saint Laurent and Valentino combined.
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