Vanilla and Marshmallow Lead Scent Trends For 2026

As the gourmand trend gets richer, consumers see themselves floating in a vanilla sky. Marshmallow and vanilla body mist are leading scent trends for 2026, per Spate’s Popularity Index.

Vanilla Body Mist

Vanilla body mist has grown by 114.7% compared to last year, and across platforms. On Search, interest is up 44.6%, on TikTok it has grown 150.2%, and on Instagram it has increased 57.4%. TikTok leads this trend with 77.2% Popularity Share. The category receives 590 average monthly searches on Google and 196,900 average weekly views on TikTok. On search, the top related brand is Phlur, which averages 720 monthly searches, showing strong consumer interest in their vanilla-forward offerings. Hair also appears frequently alongside this trend, with 970 average monthly searches, likely driven by the rise of hair and body mists and the growing popularity of hair perfumes and multitasking fragrance formulas. On TikTok, the top related branded hashtag is #phlurvanillaskin (57,000 average weekly views), followed by #barevanilla from Victoria’s Secret (12,700 average weekly views). Both are relatively affordable options, which aligns with the trend’s broader behavior. The related hashtag #affordablefragrances (43,700 average weekly views) confirms that shoppers are specifically looking for accessible, budget-friendly scents. Since consumers expect body mists to be cheaper than eau de parfums, brands that play into value, size and layering potential have a clear advantage, analysts say.

Marshmallow Perfume

According to Spate, marshmallow perfume has grown by 266.4% compared to last year, and across platforms. On search, interest is up 179.1%, on TikTok it has increased 287.3%, and on Instagram it has grown by 761.3%. TikTok dominates this trend with 80.6% Popularity Share, where it receives 1.2 million average weekly views. On Search, shoppers are searching for perfume that smells like marshmallows, and most queries remain unbranded. This presents a major opportunity for fragrance brands to position themselves as the marshmallow scent or even create playful collaborations with like-minded brands.

Dossier appears as the top branded query, but at just 70 average monthly searches, there is still no clear leader. On TikTok, the top related branded hashtags include #kayali (317,300 average weekly views), #shamsalemaratkhususi (289,700), and #chocomusk (100,600). The latter rose to fame through the chocolate perfume trend and has now expanded into marshmallow, which shows that consumers are open to sweeter, s’mores-inspired scent profiles. This trend shows a very high paid views share of 81.3% and a TikTok Shop views share of 80.9%, signaling an opportunity for brands to sell directly on the platform. (#ad is the top hashtag related to the trend, so compliance matters.) Meanwhile, broader communities remain highly engaged. The related hashtag #perfumetok averages 568,200 weekly views, illustrating a robust discovery-driven audience.