Secret Gardenia Collection

Our Chief Commercial Director, Alex Oprey, shares his predictions for the most exciting fragrance trends of 2025. From sustainable innovations to nostalgic nods, the future of scent promises to be as dynamic as ever. Nature’s Inspiration Meets Sustainability Sustainable, nature-inspired fragrances will continue to dominate the market in 2025. “People are more conscious than ever about where ingredients come from and how they’re sourced,” Alex explains. Expect to see green, herbal, and woody scents—think vetiver, aromatics, and musks—taking centre stage. High-quality, responsibly sourced materials will be key, with premium-grade vanilla and bergamot leading the charge. Experience this harmony of nature and sustainability with La Feuille, Celadon, and Vetiver Insolent. Comforting Notes Take the Spotlight Musks are evolving, with softer, fresher variations offering sensual warmth without overpowering. Vanilla, too, will shine in subtler, creamier forms, balancing nostalgia with sophistication. Meanwhile, florals like rose and iris are poised to surprise with unexpected, layered blends that feel modern and refined. Sustainability and Gender-Neutral Scents Stay Strong Echoing trends from 2024, the demand for eco-conscious practices remains high. “Customers increasingly expect transparency, whether through refillable bottles, recyclable packaging, or ethically sourced ingredients,” Alex notes. Gender-neutral fragrances will also continue to thrive as consumers move away from traditional scent stereotypes in favour of versatility and inclusivity. Here are some of our favourite scents that span gender: Hydra Figue, Peau Santal, Tea Tonique. Less Is More: Fewer Launches, Greater Impact Rather than an overload of new releases, a more selective approach is on the horizon. “The market doesn’t need so many new fragrances,” Alex points out. “Brands that focus on where a launch adds real value will resonate most with customers.” Nostalgia Reimagined Timeless classics like floral aldehydic scents are set to return, alongside a revival of iris and lily of the valley. Spicy, woody fragrances reminiscent of the 1990s could also make a comeback, updated with warmer, textured compositions for a modern twist. Explore this olfactory revival with Étui Noir, Black Datura, and Staccato. Pioneering New Horizons “Collaboration and innovation are what excites me most about 2025. I’m always intrigued by the intersection of traditional craftsmanship and cutting-edge ideas,” says Alex. From creative partnerships to exploring novel ingredients, the year ahead promises fresh opportunities to blend artistry with sustainability. The Surprises Ahead Every year brings its curveballs, and 2025 is no exception. Alex anticipates a rise in extrait concentrations and hints that artificial intelligence (AI) could start shaping fragrance development. “It will be fascinating to see how customers respond to AI-driven creations,” he notes. The Year of Fragrance Innovation With exploration, artistry, and sustainable growth at the forefront, 2025 is set to be an exciting year for the fragrance world. From premium naturals to nostalgic reinventions, these trends will shape the scents of tomorrow. Alex Oprey, COO