As we look ahead to 2026 perfume trends are shifting towards scents that offer more than just a beautiful trail. The Perfume Shop, the UK’s largest specialist perfumes retailer reports that shoppers are increasingly seeking comfort, escapism and emotional connection from what they wear, choosing perfumes that feel cocooning and familiar, yet still modern and expressive. Drawing on insights from Head of Buying at The Perfume Shop, Karla Woolley, shares what brands and customers are looking for and when to spot emerging trends.
2026 perfume trends
Raspberry is the berry to watch
Fruit-led perfumes continue to reinvent themselves, and berries in particular have enjoyed a strong few years. From the cult status of Tom Ford’s Lost Cherry to the rise of softer, strawberry-leaning scents in launches like Burberry Her and Miu Miu Miutine, sweet fruit has remained firmly on the radar.
Looking ahead to 2026, raspberries are emerging as the berries to watch. Sweeter than redcurrant yet sharper and more characterful than strawberry. Recent launches such as Jimmy Choo I Want Choo with Love show growing interest in the note, alongside several upcoming new launches set to spotlight raspberry.
“We’re seeing more interest in fruit notes that feel bold but refined,” says Karla. “Raspberry offers sweetness with personality, which makes it perfect for perfumes that feel expressive rather than overly sugary.”
Gourmands enter their softer era
Alongside fruit, gourmand notes remain a defining trend as we move into 2026. Creamy vanilla, tonka bean, caramel and soft milky accords continue to resonate, but with a noticeable move away from overt sweetness. “Customers are still drawn to comforting notes, but they want them to feel wearable and elevated,” Karla explains. “Gourmand perfumes are becoming less about intensity and more about how they make you feel.”
In 2025, perfumes like Tom Ford Soleil Blanc captured this perfectly, combining creamy pistachio and cardamom with a soft vanilla warmth that feels comforting yet polished. Similarly, compositions built around brown sugar and vanilla bases, such as Miu Miu Miutine, show how sweetness is being softened with florals and musks to create an everyday appeal.
Spice finds its moment
Spice is playing a bigger role in shaping modern perfume trends, and this influence is only set to grow. Saffron is emerging as a hero note for 2026, bringing a glowing warmth and subtle sweetness that feels luxurious without being heavy. Perfumes like Roberto Cavalli Serpentine Parfum show how saffron can add depth and richness when paired with jasmine, lavender and creamy vanilla-tonka bases. Alongside saffron, softer spices such as cardamom and ginger are gaining popularity, offering gentle heat rather than sharp intensity.
A new balance in modern scent
While richer notes dominate, balance remains essential. Heading into 2026, consumers are looking for perfumes that feel versatile enough for everyday wear, blending warmth with freshness to suit both daytime and evening moments. Scents such as Armani My Way Eau de Parfum demonstrate this approach, pairing a comforting vanilla base with brighter florals to keep the scent uplifting and light. Looking ahead, citrus notes, pear and airy florals are expected to play an even bigger role in lifting deeper bases, creating perfumes that transition effortlessly from day to night.
Personal expression drives perfume choices
Personalisation continues to influence how people wear perfume, with layering becoming a key part of the experience. Rather than relying on a single scent, shoppers are increasingly combining body oils, hair mists and perfume to build a trail that feels personal and adaptable to their mood, the season or the occasion. With the continued rise of #FragranceTok in the UK, consumers are more informed and confident than ever, understanding notes and enjoying the process of experimenting with how different scents work together “People want a scent that feels like an extension of who they are,” Karla adds. “We always encourage customers to visit our stores and chat with our experts, who can help them explore different options and find a scent that truly suits them. It’s also a great way to discover exciting, lesser-known brands through The Perfume Shop Boutique, where we showcase new and sought-after perfumes that aren’t always easy to find online.”
