Gen Z buy makeup or perfume WEEKLY after seeing products on TikTok – The Sun

GEN Z are buying makeup and perfume weekly after being influenced to buy products they see on the popular app TikTok, a new survey reveals.

Among their favourite scents to purchase are vanilla, strawberries, cherry blossom, and ‘clean skin.’

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With classic aromas like cut grass and sandalwood much less popular with those aged 18-24 than older people.

The poll of 2,000 adults found Millennials were the biggest fans of mint, while Gen X were most likely to enjoy the aroma of fresh laundry.

As almost two-thirds (64 per cent) of Gen Z who buy scented products are willing to pay more for them purely because they like how they smell.

And a fifth (18 per cent) from this generation, who prefer ‘classic’ scents with rich and complex fragrances, consider them to be the biggest nostalgia triggers.

Vivek Sirohi from Unilever, which commissioned the research said; “Compared to older generations who tend to stick with familiar, comforting scents, Gen Z is more experimental.

“Getting a deeper understanding of how different age groups connect with fragrance helps us make products that really speak to them, or that strike a nostalgic chord.

“It’s not just about following trends – it’s about staying in tune with what people want.”

The study went on to find 31 per cent of Gen Z change their fragrances based on the events they’re attending, with eight in 10 of those who buy them, choosing a scent based on how it makes them feel.

With 26 per cent who enjoy specific scents saying they make them feel more confident.

As four in 10 (41 per cent) say they ‘must’ wear some kind of aroma wherever they go.

Sticking with this generation specifically, nearly one in three (29 per cent) follow trends such as ‘smellmaxxing’ – layering aromas – found on social media like TikTok.

With 34 per cent regularly – on a weekly or more regular basis – buying beauty or personal care products inspired by these online platforms according to the OnePoll.com data.

And just under under six in 10 (56 per cent) even buy scented products like beauty, skincare or a laundry or cleaning product without smelling them first, based on a social recommendation or viral trend.

As 81 per cent of Gen Z are likely to also try beauty, personal care, or home care products with a nostalgic or memory-evoking fragrance.   

Vivek Sirohi from Unilever added; “For Gen Z, fragrance isn’t just about smelling good – it’s become part of how they express themselves, like fashion or music.

“They’re mixing, layering, and choosing scents that reflect who they are and what they care about.

“Social media plays a big role here too – trends like ‘smellmaxxing’ show just how creative and bold they’re willing to be.”

“That’s why we are investing into strengthening our ability to innovate faster, blending science, creativity and cultural insight to shape the next chapter in fragrance.”