How comforting scents are shaping winter perfume trends
After years of ultra-clean citruses and masculine musks, perfume is warming up again. Over the past few months, sweet fragrances such as marshmallow, chocolate and, in particular, vanilla have skyrocketed in popularity - even among those who thought they’d never wear them.
According to Karla Woolley, Head of Buying at The Perfume Shop, the movement reflects a broader appetite for emotionally resonant, comforting fragrances, positioning warm, enveloping compositions as key commercial drivers for the winter season.
Below, we explore the winter fragrance directions shaping the 2025/26 market, alongside the scent categories retailers may prioritise to align with evolving consumer demand.
Creamy gourmands
Gourmands are back, but they’ve grown up from the syrupy scents synonymous with a teenage girl’s bedroom. Instead of sugary overload, this season’s sweetest scents are softened with creaminess, spice and skin-warming florals.
"This winter, customers are really leaning into those cosy, comfort-blanket notes, the kind you spritz and instantly feel warmer," Woolley explains. "Gourmands are huge again, especially creamy vanillas, tonka and caramel."
She points to Tom Ford Soleil Blanc as a perfect example: “[It has this] soft, addictive warmth [...] with pistachio, cardamom and tuberose notes. It’s basically a sunshine hug in perfume form, which feels especially lovely when it’s grey outside."
Saffron spikes
If vanilla has become winter’s foundation note, saffron is emerging as its premium counterpart. The spice offers warmth and depth without heaviness, aligning with the demand for fragrances that feel indulgent yet refined, making it a favoured note for evening wear.
View this post on Instagram
"We’re seeing a big love for spices, particularly saffron," Woolley says. "It’s warm, slightly sweet, a bit luxurious and it adds that ‘cosy but still polished’ vibe people want."
Her standout is Roberto Cavalli Serpentine Parfum, which places saffron at its core. "It has golden saffron right at its heart, giving it this glowing warmth that melts beautifully into jasmine, lavender and a creamy vanilla–tonka base."
Warm woods
Woody fragrances remain winter staples, but with a clear pivot toward smoother, more wearable executions. These are fragrances designed to sit close to the body, offering a reassuring scent rather than something imposing or intense.
View this post on Instagram
"Of course, woods are everywhere," Woolley says. "Sandalwood and amber are total winter heroes because they give scents a smooth, long-lasting trail."
A standout, particularly for men, is Montblanc Explorer Extreme, which she describes as "bergamot, vetiver, patchouli and an amber-leather base that settles into a warm, confident glow."
Light vanilla
While vanilla continues to anchor winter assortments, lighter interpretations are gaining traction, especially for daytime and professional settings. The emphasis is on balance - pairing warmth with freshness to ensure versatility.
Warm, sweet scents like vanilla can be lifted with notes of lemon or jasmine (Alamy/PA)
"The trick is finding a perfume that mixes warmth with a little bit of lightness so it still feels easy to wear day-to-day," says Woolley. "Consumers are increasingly looking for scents where cosy notes like vanilla or amber are balanced with something fresher."
She highlights Armani My Way Eau De Parfum as a fragrance that "has that lovely vanilla base but still feels bright and uplifting".
Powdery skin scents
Not all winter fragrances need to be rich or edible. One of the less talked-about trends emerging for 2025/26 is a return to powdery, skin-close scents. Once dubbed ‘grandma scents’, much like the generation’s names, these fragrances are coming back around.
Built around notes like iris, musks and soft florals, they create a clean but comforting “fresh laundry and cashmere” effect. They’re especially appealing for people who find gourmands too sweet or woods too heavy, but still want something that feels reassuring and intimate in colder weather.
Woolley says Prada Infusion d’Iris is a great example, which wraps cool iris in gentle musks. "It’s cosy in a different way – not fireplace-warm, but soft, cocooning and elegant," she adds.
