Consumers Continue To ‘Milk’ the Gourmand Fragrance Trend

The gourmand fragrance trend continues its upward trend of sweet success.

Per Spate’s Popularity index, gourmand and milk fragrances are running the fragrance category.

Gourmand

Analysts say gourmand fragrances have grown by +172.4% compared to last year across platforms. On Search, interest is up +85.9%, while TikTok has seen a +179.1% increase. TikTok is clearly driving the trend, owning 95.1% of the popularity share. There are 4.9K average monthly searches on Google and 17.6 million average weekly views on TikTok. If you weren’t already aware, there’s a massive fragrance community on TikTok, which is especially fascinating considering you can’t smell through a screen. One of the top related hashtags is #perfumetok, which pulls in 3.3M average weekly views. #Vanilla is at the forefront with 2.8 million average weekly views, followed by notes like #heavycream (814.8K average weekly views, fueled in part by Phlur), #strawberry (542.8K) and #coconut (200.3K). Branded hashtags like #chocomusk (1.0M, by Alrehab) and #phlurfragrance (918.6K) are also having a moment.

Milk

Got milk? Perfume that is. Analysts say this trend has grown by +113.4% compared to last year, and across platforms. On search, it’s up +96.3%, while on TikTok it’s grown by +320.3%. This is owned by Google with 85% of the popularity share, suggesting people are actively searching for milk perfume more than discovering it passively on social. In fact, the trend sees 9.5K average monthly searches on Google and 167.8K average weekly views on TikTok. This conversation is brand-driven.

Analysts say there are many branded search queries (Dedcool milk perfume, Lush super milk perfume, No 52 strawberry milk perfume), showing strong consumer loyalty and that people are being introduced to the trend directly through brands. While analysts dub milk a “subtle, skin-close edible note,” most of the top searches fall squarely into the sweet or gourmand category. On TikTok, #crybabyperfumemilk (58.9K weekly views) is steering the trend, with users sharing affordable dupes via TikTok Shop. Meanwhile, #dedcool (29.4K) is gaining traction thanks to the brand’s Mochi Milk fragrance, which is being featured in some of the most viewed videos.