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The Best of BoF 2025: A Boom Year Gets Complicated

The year was defined by high-low scent frenzy, global perfume players and buzzy launches. Now, signs of saturation and market bifurcation are emerging.
Hair fragrances may have been around for centuries, but shoppers are just now catching on.
(BoF Team)
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In 2025, fragrance dominated the industry once again. Still one of the fastest-growing categories in beauty, a continued obsession with wardrobing and layering everything from body sprays to ultra-luxury perfumes drove a frenzy of new launches. But the market won’t be without its challenges in the new year.

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