Next-gen fragrance talent showcased as UK hub opens during National Fragrance Week

The Fragrance Foundation UK will launch its first dedicated Central London Fragrance Hub during National Fragrance Week, scheduled for 18-19 March 2026.

The hub aims to serve as a central space for brands, retailers, creators and innovators to explore trends shaping the future of fragrance, including AI-driven discovery, digital influence, sustainability, ingredient innovation and evolving consumer behaviours.

National Fragrance Week also includes the 2026 Next Gen cohort, an accelerator programme developed with Growth Studio, designed to support emerging brands and talent. Founders in this cohort will present their concepts during a live showcase to industry leaders, media and retailers.

Vanita Sabnani Dalamal, Chair of The Fragrance Foundation UK "As the voice of scent, we are proud to launch the first National Fragrance Week Hub as fragrance continues to outperform the wider beauty market and gain cultural significance.

"The Hub brings together innovation, craft and talent, while National Fragrance Week remains both a celebration of excellence and a platform for what comes next."

The launch comes amid significant growth and cultural momentum for fragrance, a category that continues to be dynamic and resilient within the wider beauty industry.

The global beauty market is projected to grow 5% annually through 2030, with fragrance expected to outperform this rate. Growth is being driven not only by demand but also by the increasing perception of scent as a form of self-expression, wellbeing and cultural storytelling.

In the UK, this trend is being led by a new generation of consumers. Gen Z is now the fastest-growing group in beauty, with sales among under-24s increasing 17% year-on-year. Their engagement reflects a more emotional, identity-driven connection with scent, reinforcing fragrance’s role as a personal and cultural medium.