Fragrance is currently the fastest-growing segment in global beauty, with consumers showing heightened interest in mini perfumes, musk scents, and perfume sets. According to Spate’s April 2025 “Global Beauty Insights: What’s Trending and What’s Ahead” report, this growth is closely tied to evolving consumer preferences and the influence of branded products.
“Consumer demand for mini perfumes is largely driven by interest in sets and popular branded options like Ariana Grande, Dior, Chanel, and Versace,” Yarden Horwitz, Spate co-founder, told CosmeticsDesign US. “This suggests two key behaviors: a desire to build curated collections and a preference for sampling high-end fragrances without committing to full-size bottles.”
We spoke to Horwitz for her key takeaways from the report and insights into future opportunities for beauty industry stakeholders.
TikTok fuels curiosity around musk
The report noted that search interest around musk scents is rising, with terms like “musk perfume” and “musk in perfume” gaining traction. Horwitz attributed much of this growth to TikTok, where both organic and paid content, particularly through TikTok Shop, are playing a commercial role in shaping consumer curiosity.
She also noted that perfume sets are gaining popularity, as indicated by spikes in searches for brands like Victoria’s Secret and Sol de Janeiro, alongside interest in sampler kits. The trend underscores a wider consumer appetite for exploration and discovery within the fragrance category, she explained.
Low-maintenance, high-impact beauty
According to the report, consumers are gravitating toward beauty solutions that combine ease of use with polished results. Products such as hair powder, cluster eyelash extensions, and lip glaze exemplify this shift, Horwitz illustrated.
“To better innovate for this trend, manufacturers and suppliers should focus on hybrid, multipurpose solutions that offer long-lasting results with minimal effort,” she advised.
She pointed to hair powders that double as dry shampoo and root touch-up as an example of effective dual-purpose design. Similarly, cluster eyelash extensions and peel-off lip stains offer professional-level outcomes that fit into quick, flexible routines, she added.
The evolving definition of performance
As beauty routines continue to simplify, consumer expectations around performance are changing.
“We’re seeing a new definition of performance — it’s not just about results, but how quickly and seamlessly those results fit into a daily routine,” Horwitz observed.
This is especially relevant in the growing demand for high-performance, targeted treatments. Consumers are seeking out familiar ingredients with scientifically supported benefits and repurposing them across categories.
For example, ketoconazole, known for dandruff care, is now being searched for use in skin care routines, with +487.0% year-over-year growth on Google Search, according to the report. Similarly, hypochlorous acid has gained momentum as an acne-fighting ingredient, with +521.2% YoY growth, expanding its role beyond traditional eye care, the report detailed.
Opportunities ahead: Multifunctional, ingredient-led innovation
Looking forward, Spate’s report identified key growth areas in multifunctional, treatment-driven product development. Consumers continue to favor formats that merge convenience and performance.
“Consumers are increasingly drawn to formulas that deliver visible results with minimal effort — think hybrid formats that combine skin care and makeup, or hair care that treats both aesthetic and scalp health concerns,” Horwitz explained
“Categories like scalp care, body care, and long-wear color cosmetics are ripe for disruption, especially when brands can reframe them through the lens of efficacy, simplicity, and versatility,” and formats such as sprays, sticks, and peel-offs are expected to remain strong performers, she concluded.