Per Fresha, global search demand for celebrity perfumes is surging ahead of Christmas, and the latest five-year analysis reveals a significant shift in who really sells fragrance today.
While nostalgic icons like Britney Spears, Paris Hilton and Jennifer Lopez continue to show strong seasonal spikes, younger stars such as Ariana Grande, Billie Eilish and Sabrina Carpenter now dominate worldwide demand. The trend is powered by TikTok virality, fandom culture and the rising popularity of warm gourmand scent profiles.
The Most Searched For Celebrity Fragrances of 2025, Ranked
- Ariana Grande received 941,000 searches in the past month, with a MoM growth of 65%. Grande's fragrances remain a global market leader.
- Billie Eilish is second, with 672,000 searches in the past month, with a MoM growth of 113%. It is also one of the fastest-growing fragrances, aided by huge Gen Z traction.
- Sabrina Carpenter is at 316,000 searches in the past month, with 94% growth MoM.
- Britney Spears is fourth, with 144,000 searches in the past month and 36% growth MoM. Spears' fragrances remain an evergreen classic and strong holiday performer.
- Kylie Jenner is at 120,000 searches, with 59% growth MoM. Jenner's fragrances are expected to continue rising as her influence expands.
- Paris Hilton got 93,000 searches, with 38% growth MoM. Its resurgence is largely tied to Y2K nostalgia.
- Rihanna (Fenty) got 98,000 searches, with a 9% growth MoM.
- Justin Bieber is in eighth place, with 19,000 searches and a 52% growth MoM.
- Jennifer Lopez is next, with 18,000 searches and a 29% increase MoM. Her scents are one of the longest-running celebrity fragrance lines.
- Kim Kardashian got 17,000 searches in the past month, with a 5% decline as interest wanes post-rebrand.
Warm, Comforting Scents Are Taking Over 2025
According to Danielle Louise, beauty expert at Fresha, the global data points to one clear pattern: “Warm, sweet, comfort-driven fragrances—vanilla, caramel, marshmallow, amber—are dominating every market. These scents feel nostalgic, they last for hours and they’re incredibly wearable. Celebrity brands are tapping into that shift perfectly.”
Why Gen Z Celebrities Are Now Leading the Market
Louise identifies three major factors behind the fragrance surge:
1. TikTok determines global fragrance trends
"A single viral video claiming a perfume is the ‘ultimate signature scent’ can drive hundreds of thousands of searches overnight."
2. Fans want to ‘wear the identity’ of their favorite artists
“Perfume becomes part of the aesthetic. Younger celebrities have built huge communities around that.”
Price accessibility fuels global growth
“These scents are affordable, giftable and widely stocked across international retailers, which pushes their search spikes even higher during the holidays.”
Why Legacy Icons Still Surge Every Holiday Season
Despite the rise of younger stars, nostalgic fragrances remain incredibly resilient:
- Paris Hilton has made one of the year’s biggest comebacks, boosted by Y2K revival trends.
- Britney Spears retains her reputation as a holiday best-seller.
- Jennifer Lopez continues to attract multigenerational buyers.
- Justin Bieber remains a popular gifting choice among teens and young adults.
Louise says, “Legacy scents hold emotional value. People rebuy them because they’re tied to memories—and that sentimentality is powerful around the holiday season.”
A Divided Market: The New Gen vs. The Classics
Gen Z power players: Ariana Grande, Billie Eilish, Sabrina Carpenter, Kylie Jenner
Resurgent nostalgia icons: Paris Hilton, Britney Spears, Jennifer Lopez, Justin Bieber
Decliner: Kim Kardashian
Louise concludes, “We’re seeing the same pattern across the United States, United Kingdom, Europe and Australia—the celebrity fragrance space is no longer defined by traditional luxury perfume. It’s driven by TikTok influence, comfort-led scent profiles and highly engaged fanbases. Celebrity perfume is having a global resurgence.”
