Who What Wear beauty editors are a scent-obsessed bunch. We regularly ask each other to share hot takes on popular perfumes. We update one another on the latest launches. We even love discussing the specific memories, characters, and scenarios that are evoked by a single sniff of a distinct scent.
It’s no wonder we’re also interested in the future of fragrance. We want to know which scent profiles, notes, and formulations will dominate throughout the coming year. Why? We want to be ahead of the curve and in the know…not to mention have time to snag the trendiest scents before they could very likely sell out. Ahead, see the four defining fragrance trends of 2025, according to experts.