Unapologetically Vanilla
It seems that the scent of the moment is the one that's been around straight through
Hello, Gorgeous!
While some of you are seeking out spicier scents for fall, a majority of people are opting for vanilla. And while vanilla has long been code for boring, turns out vanilla isn't basic after all. Foodie-inspired scents are preferred by 65% of consumers who now say they prefer sweet, gourmand scents, and vanilla search volumes are hitting record highs on Amazon.
The data doesn't lie: #PerfumeTok has 4.7 billion views, and vanilla fragrances dominate the conversation. From Sol de Janeiro leading Amazon's body spray category with a 32% share to viral TikTok layering hacks, vanilla has been recast from safe to sophisticated.
Vanilla can sometimes feel like a warm hug in scent form. "Fragrance lifts people's mood, and vanilla delivers that emotional payoff," says Vanessa Kuykendall, Chief Engagement Officer at Market Defense in a report on Amazon beauty trends. "It's versatile enough for layering, and delivers a sense of comfort and sensuality."
So here's to vanilla, the note that's been playing the long game.
Vanilla scents worth the hype:
Sol de Janeiro Brazilian Crush Cheirosa '71 Body Mist was the #1 Women's Body Spray Fragrance and Prime Day 2025 #1 top seller. With notes of caramelized vanilla, toasted macadamia nut, and tonka bean, it’s perfect for hair, body, and clothes—anywhere you want to be "cheirosa"meaning deliciously scented ($39, Amazon).
Phlur Vanilla Skin Body Mist is another hugely popular scent featuring pink pepper, pink apple, and sugar crystals along with cashmere wood, vanilla and sandalwood. It’s sweet and smoky and a little bit sexy ($38, Amazon).
White Barn Vanilla Bean 3-Wick Candle. This is neither here nor there but I remember several thousand years ago when Bath & Body Works launched White Barn by actually doing a barn raising in Bryant Park during Fashion Week. It was spectacular and one of the more impressive PR launches I’ve ever attended. Moving right along, Bath & Body Works can be heavy-handed with their vanilla scents, so a candle might scratch the itch ($27, bathandbodyworks.com).
Everything vanilla at Demeter. If you really want to do a deep dive into everything vanilla, you might want to check out Demeter’s extensive single note collection that includes Vanilla Ice Cream, Vanilla Cookie Dough, Vanilla Cake Batter, and Hawaiian Vanilla (Prices vary, demeter.com).
Data sources: Market Defense Amazon Cyber Week 2024 Beauty Report and Market Defense Amazon Prime Day 2025 Beauty Report
Do you love or hate vanilla scents? I’ll be honest, I’m perpetually on the fence about it. Let’s meet in the comment sections to discuss!
Rachel, Your beauty concierge 💋