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The Vogue Business Beauty Trend Tracker

Vogue Business brings you weekly exclusive data from Spate tracking historic growth across brands, trends and ingredients. Stay tuned as we spotlight a different beauty category and the top five TikTok trends each week.
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Coach SS25 backstage.Photo: Acielle/Style Du Monde

The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok.

Fragrance (January 2024 to December 2024)

Among the top-growing fragrance trends in search data, there is a clear consumer desire for unique, sensory-rich experiences. Trending scents such as cardamom and matcha reflect a growing interest in sophisticated, nuanced and edible fragrances that resonate with evolving preferences for complexity and subtlety. Meanwhile, watermelon perfume and vanilla body mist tap into the demand for more approachable scents. The popularity of perfume discovery sets reinforces the demand for exploration and personalisation, as consumers continue to curate fragrance wardrobes that align with their identities and lifestyles.