Consumer behaviour around fragrance is shifting across Europe. Fragrance is no longer just about smelling good—today’s consumers are choosing scents that reflect their personality, suit their mood, or even offer functional benefits. This evolution in preferences is having a direct impact on cosmetic product development, as well as increasing the pressure to meet EU regulatory standards.
What are consumers looking for in a fragrance today?
While trends vary by country, they all point in the same direction: a growing desire for emotional connection, safety, and authenticity.
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Spain: Younger generations value personalised fragrances that allow them to express their identity.
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UK: Consumers aren’t buying perfumes to get compliments—they want scents that boost their confidence. There’s growing interest in pheromone-based formulas and sensorial experiences.
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Germany: The focus is on fragrance education. Users want to understand how a perfume is made, what it contains, and whether it’s safe for their skin.
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Across Europe: There’s a strong trend towards multifunctional fragrances—perfumes that nourish the skin (“skinification”) or are suitable for sensitive skin.
Economic factors and the rise of private label
Economic pressures are also shaping the market. More consumers are turning to affordable alternatives, fuelling the growth of private label fragrance brands like Zara and Primark. In Spain, 66% of users report using such brands.
However, concerns remain—particularly in the UK—about fragrance longevity, authenticity compared to designer originals, and ingredient safety. These are key barriers still limiting private label adoption.
What does this mean for the cosmetics sector?
Fragrance is part of the cosmetics category, but it presents unique regulatory challenges—from ensuring ingredient traceability, to applying Good Manufacturing Practices (GMP ISO 22716), compiling a complete Product Information File (PIF), and correctly notifying products in the CPNP.
This is where we come in.
Your key tool for adapting to the new landscape: our cosmetic regulation platform
At cosmeticsinMind, we help companies and entrepreneurs meet every regulatory requirement involved in developing cosmetic products—including fragrances. Our regulatory platform provides:
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Continuous updates on European cosmetic legislation
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Support for creating PIFs and submitting CPNP notifications
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Expert consulting in cosmetic law and quality standards
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Implementation of GMP – ISO 22716
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Regulatory alerts and guidance to help avoid sanctions
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Source: Mintel