Customer feedback analytics firm rAIviews, just published its list of the most reviewed perfumes at Sephora US in 2025. It offers valuable insights about evolving customer psychology and a market bifurcating around extremes rather than settling in the centre.
The first insight is what I would call “potency polarization.” Consumers are either buying low-concentration, high-usage body mists from brands like Phlur and Sol de Janeiro, or investing in high-intensity “elixirs” and “absolus” from houses such as Azzaro, YSL, and Valentino. The standard EdT or EdP, occupying the middle ground, is losing relevance.
The second trend is the popularityof the “solar gourmand.” Vanilla is no longer presented as a heavy winter note. Instead, it is paired with tropical fruits like mango and coconut to create what consumers perceive as “sunscreen chic.” Scents referencing Capri, beach blossoms, and ylang ylang dominate, indicating that customers are looking to buy “Vacation in a bottle”.
The ranking also reveals the success of the “flanker economy.” Major brands are not launching new IP and instead remixing existing iconics with intensity markers like “Extradose” or “Elixir,” as seen with Born in Roma and MYSLF. It is a strategy that signals better performance to the consumer while capitalising on established brand loyalty.
Furthermore, fragrance is evolving into a full-body ritual. The presence of hair mists and body oils from houses like Tom Ford confirms that consumers are building “scent wardrobes.” They are buying textures and formats for layering, not just a single juice.
Finally, the success of hyper-literal names, such as “Lemon Sugar,” are the signs of a digital imperative. For a generation shopping via social media, a name must function as a taste test. Removing the olfactory mystery drives clicks and blind buys in an increasingly digital world.