9 Best Perfume Trends of Summer 2025, According to Experts: Milk, Musk, Matcha & More

The appeal of fig is that it's not as bold as plum or as tart as rhubarb (more on that below), but instead, it offers a more mature and delicate take on sweetness. I happen to come from a big fig family myself — Phlur’s Father Figure is one of my favorites, and Diptyque’s Philosykos is one of my sister’s favorites.

As model and content creator Calum Harper noted in a Teen Vogue interview last year, “Rose can be oversaturated and made too sweet,” but smelling it in a new way can make you think, “That's lovely.” Perhaps that’s why woody florals are having a moment. Noyz just dropped Love Club, a rose-based scent with ebony woods, and Lancôme launched Idôle Power, which combines rose and sandalwood.

TikTok has been on a matcha kick as of late, but making a daily cup isn’t enough anymore. Now, people want to smell like the green tea powder, so matcha fragrances have gone viral too. And we totally get it because it’s fresh and sweet with a bit of a kick. Maison Margiela and d’Annam are two of influencers’ go-to choices on the app.

Another ingredient that offers a new feeling when it comes to fragrances is rhubarb. “With its slightly sweet and tart essence, rhubarb adds a unique edge to perfumes, complementing various scent profiles ranging from woody to green to floral,” Hamer says. “In the scent Be Earnest, master Perfumer Nathalie Feisthauer paired notes of fresh rhubarb and green apple with raw and intense woods to create a fresh, grounding and sensual scent.”

“It’s fruity but not overly sweet,” Fino explains. “It’s more of a tart, green scent that stands out without being overwhelming. And actually, some of your favorite fresh scents might already have rhubarb in them, and you wouldn’t even realize it.” Fino recommends Delina by Parfums de Marly and Eau de Rhubarbe Ecarlate by Hermès. Prada Beauty also just recently launched Infusion de Rhubarbe Eau de Parfum.

Though it may be controversial, scent layering has the stamp of approval from Billie Eilish, Leah Kateb, and more. Milk is a popular choice for perfume layering since it can help balance out stronger scents and add a hint of both earthiness and sweetness — and Teen Vogue’s Associate Culture Director Claire Dodson already put the trend to the test with one of Sabrina Carpenter’s perfumes.

Perfume student and blogger Perfumerism says, “Milk has been huge. Ever since my milk perfume series in 2023 skyrocketed to 30 [million] views, I cannot seem to find an escape from the note." Want to amp it up? She says ultra creamy notes are also becoming more popular.

This is a sentiment Victoria Corrales, SVP of Product Development at PHLUR, echoes as well. “I’m also seeing consumers loving whipped, lactonic scents that are reminiscent of chantilly cream, with [Phlur] Heavy Cream's viral success being a testament to this new obsession," she says.

Want something sweeter? You’re not alone, and we have just what you need: Marshmallows in a bottle. “[Consumers] seem to gravitate towards marshmallows, or other toasted characteristics like buttery and nutty notes,” Corrales shares. Rihanna put marshmallow fragrances on the map a while back, but they seem to continue to grow in popularity, and brands are taking note. “Marshmallow is a huge trend at the moment, for example Kayali’s Yum Boujee Marshmallow, the new Black Opium Glitter, and the new Ellis Brooklyn Marshmallow Body Mist,” Perfumerism says.