UK shoppers are prioritising original and personalised scents when buying fragrances in 2025. Using consumer research platform GWI, The Perfume Movement (TPM) examined 9,000 consumers’ fragrance buying habits. It found that uniqueness of scent has overtaken cost as the key factor when selecting a perfume.
According to the survey, the top factors consumers now consider when buying a perfume are: uniqueness (51%), value for money (45%) and longevity of the fragrance (28%).
This trend for highly personalised experiences is being led by the younger generation, with Gen Z being the most likely to demand a fragrance that is unique to them (54%). This is followed by Gen X (53%) and then Baby Boomers (46%).
However, other key factors are at play, with a fifth (19%) of consumers still making fragrance purchases purely based on brand name alone.
Commenting on the findings, Paul Houlsby, fragrance expert and Founder of AI-powered luxury perfume brand The Perfume Movement said, “Our olfactory senses are our most primal, and fragrance can be a deeply powerful personal expression of individual identity. As our research shows, today’s consumers want to craft their own high-quality fragrances that speak to their personal tastes and values.”
As far as fragrance purchasing journey is concerned, the research highlights that shoppers prefer in-store experiences that provide an opportunity to try before they buy. According to the data, department stores (32%) are the most popular location for consumers to purchase fragrances, while 27% go for specialty fragrance stores. In contrast, just 15% of consumers purchase from a brand’s website.
Houlsby adds: “The goal of The Perfume Movement is to provide hyper-experiential retail experiences to deepen the emotional connection with our customers. Fragrance is best experienced in-person; it’s more than just a scent — it’s a journey that unfolds with each note, evoking emotions that make it unique and memorable to each individual.”
In addition to general consumers, The Perfume Movement and GWI’s data also examined high-end luxury shoppers.
While uniqueness remains a top priority overall, luxury fragrance shoppers have their own distinct priorities when buying perfume. A third of luxury buyers (32%) care about the quality of the ingredients used, while 15% say the look and feel of the packaging is important to them. The same number also feel it’s important that their products are vegan and cruelty free.
Founded by CEO Paul Houlsby — who brings over 30 years of experience working with the likes of French Connection, Chanel, and Versace —TPM creates customized fragrances using advanced algorithms and machine learning techniques in response to evolving consumer demands.
