Celeb fragrances are back—but something’s changed

Are celeb perfumes making a comeback? Why yes, yes they are.

Am I mad about it? Absolutely not.

As a tween there was literally NO better feeling than opening my birthday gifts and realising I had hit the absolute jackpot with a new bottle of Reb’l Fleur by Rihanna.

Smelling like my idol (albeit the cheap version) was always a win in my books.

Fragrance was a booming market in the mid-to-late 2000s, as movie and pop stars recognised the potential of associating their name with a scent.

And using their face on the packaging and in promotional campaigns was quite a lucrative branding exercise.

These perfumes were sold at low price, building a sense of identification among as many young fans as possible.

Of course, this market became oversaturated. The bottles got dustier.

And, suddenly, celebrity perfumes felt not so couture after all.

Somewhere along the way, the craze fizzled out.

It was replaced by a wave of niche, artisanal perfumes with “clean” ingredients and near-impossible-to-pronounce names.

And yet, here we are, witnessing an undeniable comeback. In the US, celebrity fragrance sales amounted to $148.5 million in the 12 months to August 2023, up 30% according to Vogue.

And that number continues to rise as everyone from Rihanna to Ariana Grande to Billie Eilish is launching their own scent. And Gen Z is buying it up like it’s 2004 all over again.

However, this time is different.

The new wave of celebrity fragrances is upmarket.

Gone are the days of saccharine, department-store spritzes. You know, the ones that smelled like vanilla frosting and teenage rebellion, reminiscent of getting stoned in a bush and roaming the streets for hours on end.

Today’s celebrity perfumes are elevated, luxurious, and shockingly sophisticated.

Once synonymous with affordable luxury, celebrity-branded perfumes have now become high-end products.

This is thanks to collaborations with top perfumers, the use of rare, high-tech ingredients, and a more refined aesthetic.

Take Fenty’s Eau de Parfume, for example—crafted with niche-level care and sold at a price point that places it alongside designer brands.

Or Phlur, which has skyrocketed in popularity thanks to influencer endorsements and a sleek, minimalist rebrand.

Bella Hadid’s fragrance debut is one of the most high-end celebrity perfumes I’ve ever seen. Her fragrances touting scents like olive leaf, sea salt and pink pepper. Or monoi (my fave smell), bergamot and patchouli.

Not quite your candy-coded Britney Spears Circus like back in the day, huh?

This shift is no accident. It’s a direct response to changing consumer behaviour.

Gen Z, despite being financially cautious, is willing to invest in quality over quantity. They’re less likely to impulse-buy a dozen different perfumes.

Instead, they'll choose one or two high-end signature scents. A fragrance isn’t just a scent—it’s a statement. And today’s celebrity-backed launches tap into that.

This is about influence, not fragrance.

This new boom is a reflection of how today’s stars wield cultural capital. In the 2000s, mass-market appeal was the goal. Now, modern celebrity brands lean into exclusivity and storytelling.

So these products aren’t just bottles of perfume; they're an extension of the celebrity’s persona.

For example, Billie Eilish’s fragrances are moody and intimate. And they come in sculptural, art-piece bottles—perfectly aligned with her brooding, ethereal brand.

Meanwhile, Ariana Grande’s scents play into her ultra-feminine, high-glam aesthetic. And Rihanna’s Fenty perfume practically screams effortless cool.

But this trend also speaks to a broader shift in how consumers engage with celebrity culture.

The modern fan doesn’t just want to buy merch; they want to own a piece of the world their favourite artist curates.

A luxury fragrance allows them to do that in a way that feels personal, aspirational, and (importantly) Instagrammable.

The impact of this shift extends far beyond the celebrity realm.

High-end perfume brands are being forced to take notes as these celeb-led launches dominate social media and drive major sales.

It’s no longer just about legacy brands like Chanel or Dior. The competition now includes pop stars and influencers who know exactly how to capture their audience’s attention.

As marketers, we know that today’s consumers don’t just buy products—they buy stories.

The rise of upmarket celebrity fragrances proves that nostalgia, exclusivity, and personal branding are the real selling points.

And if done right, a well-crafted celebrity scent is more than just a cash grab. It’s a cultural moment.

So, will this second wave of celebrity perfumes have the same staying power as its early 2000s predecessor? We'll have to wait and see.

-Sophie, Writer