Gourmand perfume has surged in popularity largely on the back of comfort, nostalgia and social media — sweet, dessert-like scents feel instantly familiar and easy to love, and that familiarity translates brilliantly into short, shareable videos where a reviewer can compare a scent to an actual pudding.

Comfort and Familiarity Sell

Notes like vanilla, caramel, chocolate and toasted sugar tap into associations most people already have from food rather than requiring the more abstract vocabulary needed to appreciate a chypre or a green floral, which makes gourmand fragrances feel approachable to newcomers and enthusiasts alike.

Social Media Has Amplified It Further

Platforms built around short, visual, easily-described content reward scents that can be summed up in one relatable line — “smells like a cinnamon bun” travels much further online than a technical breakdown of a rose absolute. That has pushed brands to lean harder into gourmand releases, and enthusiasm has fed on itself. Our guide to perfume trends looks at this and other shifts in fragrance culture, part of the complete guide to perfume.