Gen Z Drives 47% Surge in Unisex Fragrance Sales
Market data reveals younger consumers are rejecting gendered fragrances, forcing major brands to rethink their entire approach to scent marketing.
By Fragger Editorial Team
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New market research reveals that unisex fragrances now account for 35% of all fragrance sales to consumers aged 18-25, marking a dramatic shift in purchasing patterns that's reshaping the entire industry.
According to data from Euromonitor International, sales of gender-neutral fragrances have grown 47% year-over-year among Gen Z consumers, while traditional "for him" and "for her" categories have seen a 15% decline in the same demographic.
Calvin Klein's CK Everyone, launched in 2020, has become the best-selling fragrance among US college students, while newer entries like Glossier You and Phlur's entire line have found success by avoiding gender designations entirely.
"Gen Z doesn't see fragrance through a gendered lens," explains Linda Levy, chief merchandising officer at Ulta Beauty. "They choose scents based on mood, occasion, and personal preference, not outdated marketing categories."
Established houses are adapting quickly. Chanel expanded its Les Exclusifs line with more unisex options, while Tom Ford rebranded several Private Blend fragrances to remove gender references. Even traditionally masculine brands like Axe have launched gender-neutral lines.
The trend extends beyond marketing to formulation, with perfumers creating more balanced compositions that avoid stereotypically "masculine" or "feminine" notes. Industry insiders predict that by 2030, the majority of new launches will be positioned as genderless.
"This isn't just a trend—it's a fundamental shift in consumer behavior," notes fragrance industry analyst Sarah Chen. "Brands that don't adapt risk becoming irrelevant to an entire generation."
According to data from Euromonitor International, sales of gender-neutral fragrances have grown 47% year-over-year among Gen Z consumers, while traditional "for him" and "for her" categories have seen a 15% decline in the same demographic.
Calvin Klein's CK Everyone, launched in 2020, has become the best-selling fragrance among US college students, while newer entries like Glossier You and Phlur's entire line have found success by avoiding gender designations entirely.
"Gen Z doesn't see fragrance through a gendered lens," explains Linda Levy, chief merchandising officer at Ulta Beauty. "They choose scents based on mood, occasion, and personal preference, not outdated marketing categories."
Established houses are adapting quickly. Chanel expanded its Les Exclusifs line with more unisex options, while Tom Ford rebranded several Private Blend fragrances to remove gender references. Even traditionally masculine brands like Axe have launched gender-neutral lines.
The trend extends beyond marketing to formulation, with perfumers creating more balanced compositions that avoid stereotypically "masculine" or "feminine" notes. Industry insiders predict that by 2030, the majority of new launches will be positioned as genderless.
"This isn't just a trend—it's a fundamental shift in consumer behavior," notes fragrance industry analyst Sarah Chen. "Brands that don't adapt risk becoming irrelevant to an entire generation."
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Fragger Editorial Team
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