Fragrance is on the rise — both on and offline.
With Circana reporting dollar sales grew 14 percent in the prestige market and 2 percent in mass through the third quarter of 2024, the category has continued to beat beauty‘s slowdown thanks in part to trends like fragrance layering and wardrobing; new formats such as hair mists and solid perfumes, and buzzy entrants like Kylie Jenner and Bella Hadid.
According to Traackr, Jenner’s Cosmic Eau de Parfum, $60, propelled Kylie Cosmetics to the number-four rank by brand vitality score this year, which measures brands’ social media impact, reach and trust. Sales reflected similar momentum: according to Circana, Cosmic was the top new women’s fragrance launch during the first quarter of 2024, following its March debut.
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Hadid’s alcohol-free fragrance range, Ôrebella, also debuted in the spring and ranked sixth by VIT in the fragrance category for the year. Developed alongside Dsm-Firmenich and Robertet, the range comprises four oil-based fragrances priced at $100 for 100ml.
The number-one spot, perhaps unsurprisingly, went to Sol de Janeiro, which was previously reported by WWD to be on track to exceed $650 million in sales for 2023. The brand is widely credited for spurring the fragrance mist boom, and has also sparked a number of dupe and look-alike products on the market.
Other top performers of the year include Dior, Armani, Lancôme and more. Here, the top 10 fragrance brands by VIT in 2024 in the U.S., per Traackr.
1. Sol de Janeiro
- VIT: 117,000
2. Dior
- VIT: 100,000
3. Yves Saint Laurent Beauté
- VIT: 83,900
4. Kylie Cosmetics
- VIT: 80,100
5. Armani
- VIT: 58,400
6. Ôrebella
- VIT: 56,900
7. Chanel
- VIT: 51,100
8. Viktor and Rolf
- VIT: 45,600
9. Kayali
- VIT: 44,400
10. Lancôme
- VIT: 42,000