Personal care brand AXE commissioned a study of over 2,000 Americans aged 16-30 to determine the top fragrances that Gen Z associates with confidence and charisma. The results revealed five distinct categories that are most popular among younger consumers.
The brand claims in its press release that the findings of the survey support the idea that Gen Z consumers use fragrance as a “social signal.”
“The findings suggest that fragrance is deeply tied to how Gen Z experiences social confidence,” the company states. “Nearly one in three respondents said the way they smell helps them feel more confident in social settings, raking just behind their outfit and presence of friends. For many, scent isn’t just about hygiene or grooming; it’s a tool for self-expression and making a memorable impression.”
Further, AXE’s press release asserts that the data from the survey offers valuable insights into this generation for fragrance and personal care brands. These insights can be used to develop new products that promote experimentation expression.
“For product developers, marketers and retailers, the message is clear: Gen Z expects fragrance to do more than smell good,” the press release concludes. “It should spark a feeling, elevate confidence and align with how they want to be seen and remembered.”
Top Fragrance Styles Associated with Confidence and Charisma
- Bold & Intense (amber, oud, leather, spices): This style ranked highest overall across genres and age groups. Approximately one in three respondents chose bold scents, suggesting strong appeal for fragrance profiles that feel commanding, mysterious and memorable. From oud to spicy leather, these notes are widely seen as attention-grabbing and impactful.
- Fresh & Clean (citrus, mint, aquatic): Preferred more by men and by respondents aged 24 to 30, fresh and clean blends convey effortless appeal. These lighter profiles are perceived as polished and versatile, making them a staple for everyday grooming while supporting a confident, put-together presence.
- Sweet & Creamy (vanilla, tonka, caramel): this category was more popular among women and older Gen Z consumers. Soft gourmand blends like vanilla and tonka suggest warmth and familiarity and were more commonly selected by those aged 24 to 30. These fragrances are often associated with comfort, approachability and a grounded sense of self.
- Playful & Fruity (cherry, watermelon, mango): Though ranked fourth overall, fruity scents resonated most with the 16 to 23 age group. Around one in five younger respondents selected this category, with cherry in particular gaining cultural momentum through platforms like TikTok. This trend reflects Gen Z’s appetite for expressive, youthful scent profiles that stand out.
- Skin-Like & Subtle (musk, cashmere, soft woods): Skin-like fragrances held stronger appeal for women and older Gen Zs, particularly those aged 24 to 30. These scents sit closer to the skin and offer a more intimate, low-key scent experience. Rather than demanding attention, they signal a quieter, more refined presence.
