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Why Are Vanilla Perfume Notes So Popular Now?
In recent years gourmand notes have become very popular, particularly after COVID struck the world. At this time security and comfort became more important. Vanilla notes give a feeling of security and also enjoy a universal likeability amongst both sexes. Vanilla perfume notes are extremely versatile in perfume formulations. They blend well with many notes and also work as a fixative to make other fragrances last. Let’s explore the main drivers of the reasons why gourmand and vanilla notes have become so successful in recent years in more depth….
The Comfort of Vanilla
COVID made many people look inward towards their need for security and comfort. Vanilla has many associations with childhood, holidays and home. Vanilla is a major ingredient in many deserts, hence is culturally linked to nurturing and indulging. On a psychological basic level vanilla says ‘ I am loved, I am safe’. In uncertain times people tend to gravitate to perfumes which make them feel safe.
Social Media Trends Change Behaviour
Gourmand notes are easy for influencers to visualise and explain to their audience. It is easy to explain that something smells like cookies or cake or candy. After this influencers illustrate this easily with an image of something like cup cakes, marshmallow or lollipops. Bright colours pop on the screen to appeal to a younger demographic. Influencers often describe vanilla perfume notes as ‘compliment getting’ which drives naive consumers to purchase. Vanilla smells great on first sniff which further drives approval ratings.
The Versatility of Vanilla
Vanilla perfume notes are extremely versatile and blend well with many other fragrance notes. We can combine vanilla with other gourmands, woody, floral, citrus, fruity or even oud notes.
Both males and females love vanilla, which is why we find it in so many formulations for both sexes. In the past vanilla was primarily used in female fragrances, but nowadays we find it everywhere. Very few people actually hate it, making it a safe ingredient to add in formulations. Vanilla is the perfect bridge or anchor note which can combine with other notes to make it universally appealing.
Perfumery Trends have Evolved
Perfume tastes evolve , much like trends in fashion. In the 1990s to the year 2000 aquatic, ozonic fragrances were popular. By 2010 fruity florals and sweet ambers were in vogue. Now it is the turn of the gourmand fragrances in the 2020s. In recent years we have seen not only vanilla perfume notes, but a trend towards caramel, pistachio, honey and lactic notes. Viral food Dubai Chocolate by Fixx helped to fuel an obsession with pistachio. Several brands have launched perfumes inspired by Dubai Chocolate in 2024 and 2025. Armaf Odyssey is a good example of gourmand creations inspired by Dubai chocolate.
Vanilla - Seductive, but not Sexual
Whilst vanilla perfume notes can add a certain sexiness to perfumes, it is not overtly sexual. It is more of a cosy sexiness which makes you feel huggable and attractive. It is sensuality without being completely sexual. This is a very powerful draw for younger generations who do not want obvious sexuality, but a more soft and cosy seduction. From a perfumery perspective, vanilla blends well with skin warmth to leave a soft, intimate trail much like musky notes.
Should I include Vanilla perfume notes in my fragrance choices?
One could argue that the vanilla perfume note trend has been exploited to its maximum. But we would not agree that this is the case. There is still room for exploration of this ingredient, creating new and interesting perfume combinations. We would advise against launching more products which are single note compositions. Phlur has created perfumes with this approach very successfully, but there is a limit to our capacity to buy this type of perfume. Our advice is to use vanilla perfume notes in new and interesting ways combined differently. The perfume market is always evolving and consumer tastes change. That is why it is so important to stay a step ahead through creativity and differentiation. If you need advice on the current market trends or how to stay one step ahead of them, please do not hesitate to contact our team for a free consultation.
