Fragrance registered the steepest sales growth of any beauty category in 2024. In the first nine months of the year, market research firm Circana’s sales estimates show it up 14% in prestige and 2% in mass. As “fragheads” or “scentellectuals” continue to cultivate their relationship with fragrance and newcomers are introduced to the category, fragrance industry prognosticators predict 2025 will be another strong year for it. Market research firm Euromonitor International expects 10.8% growth in mass fragrance and 12.2% growth in prestige fragrance.