Spray, Swipe, Repeat: How TikTok Turned Perfume into a Moodboard

Sampling a fragrant perfume from an elegant collection, capturing the essence of luxury.

Once the quiet language of intimacy, fragrance has become the loudest conversation on TikTok. But can a ritual survive the reel?

It smells like your ex’s hoodie. Like “rich mom at Pilates.” Like “the clean girl who ghosted you.”

On TikTok, perfume is no longer just a product—it’s a persona, a meme, a mood. Across millions of “fragrance talk” posts, Gen Z is not spritzing scent—they’re storyboarding it.

In a recent piece, The Economist observes that “TikTok has become to perfume what MTV was to music in the 1980s: a launch pad for new stars”

Viral videos of Maison Margiela’s Replica line or Sol de Janeiro’s Brazilian Crush body mists aren’t just about wearability—they’re about relatability. Perfume has entered the algorithm economy. And the rules have changed.

But behind the ASMR spritzes and poetic descriptors (“smells like a library date with your situationship”), a deeper story unfolds—one about identity, desire, and the fragile tension between hype and heritage.

Scent as a Soundbite: The TikTokification of Fragrance Language

A couple shares a romantic kiss in the rain, captured beautifully under the soft glow of sunlight and surrounded by the vibrant colors of a charming urban backdrop.

Traditional fragrance marketing spoke in the lexicon of “top notes” and “heart accords.” But today’s TikTok creators speak in feels. The Economist nails it: “Instead of telling you a perfume smells of lavender and musk, influencers say it evokes the memory of your first kiss in the rain”

In this new vocabulary, the scent becomes cinematic. A first-person narrative. Less about olfactory complexity, and more about the story it tells. This shift democratizes perfume—but also raises a question: When fragrance becomes so explainable, does it lose its mystery?

From Fast Hype to Slow Craft: Can the Algorithm Honour Artistry?

Asia’s indie fragrance boom—particularly in China, Korea, and Japan—has been well-documented in BoF. But India, home to centuries of attar craftsmanship, remains largely invisible in these global narratives.

Traditional hydrodistillation setup for attar production, showcasing age-old techniques bathed in natural light| Photo Credit: Richard Kujur.

Kannauj, the so-called “perfume capital of India,” has been distilling natural rose, jasmine, and sandalwood oils long before TikTok or even Chanel No. 5. Yet Indian perfumery rarely enters the conversation around algorithmic fragrance success. In an era where “heritage” is a buzzword and “authenticity” sells, why aren’t we seeing more attar houses going viral? And what would it take for India’s scent legacy to meet the algorithm on its own terms?

When the Reel Moves On: Is Loyalty the Next Luxury?

The ultimate gap in this TikTok-led fragrance moment may not be about marketing at all—but about meaning. BoF raises a critical concern: “Brands must build emotional connections to keep customers engaged once the initial hype fades”. But what does emotional connection even look like in a space driven by 15-second videos?

Perhaps the future of fragrance lies not in virality—but in vulnerability. In founders sharing origin stories. In slow, intentional storytelling. In perfume returning to what it has always been: not just a product, but a portal.

A collection of elegant perfume bottles, showcasing intricate designs and rich hues, set against a soft, creamy background.

The Invisible, Intimate Economy

Fragrance has always been about desire. But this moment in scent history reveals something deeper: the tension between what we long for and how fast we’re willing to chase it. In the rush to go viral, are we losing the very magic that makes perfume unforgettable? Or is Gen Z, in their irreverent, playful language, simply teaching the industry how to make meaning feel closer to the skin?

One spritz, one swipe, one scroll at a time—the emotional economy of scent is still being written.