Scented Body Care Revolution: Navigating the 2023 Shift in Fragrance Preferences

Skincare Anarchy
3 min readNov 20, 2023

Skincare Anarchy Editorial


In recent years, there has been a significant shift in the fragrance market, with consumers increasingly opting for scented body products like body butters and moisturizers over traditional perfumes. This trend is underpinned by evolving consumer preferences for personalization, health, and wellness, and is reshaping the landscape of the beauty and fragrance industry.

Market Growth and Trends

The global body butter market, which saw robust growth post-COVID-19, is expected to continue expanding significantly through 2028. In key markets such as the United States and China, these segments are forecasted to reach substantial figures by 2028, with the moisturizing segment of the body butter market also projected to see significant growth. This indicates a rising consumer preference for multifunctional products that offer both skincare benefits and fragrance. The global moisturizer market is anticipated to grow from USD 10.60 billion in 2023 to USD 14.40 billion by 2030, further underscoring the growing demand for such products.

Consumer Preferences: Shifting Towards Personalization and Wellness

Consumers in 2023 are increasingly seeking functional, benefit-driven fragrances. There is a growing interest in scented products designed to evoke specific emotions and contribute to wellness rituals. This trend aligns with the larger movement towards personalization in beauty products, as consumers desire items that reflect their individuality and enhance their mood. Health and wellness claims are also gaining traction in the fragrance market. Consumers are showing a preference for “free-from” products that exclude certain allergens or harmful chemicals, aligning with the broader industry trend towards health-conscious and personalized products.

Online Sales and Brand Extensions

Online sales in the beauty and personal care sector are thriving, accounting for a third of total sales. In 2022, the online fragrance market was worth $3 billion, with a remarkable growth of 21.4% year-over-year. Social media platforms like TikTok have become instrumental for brands to reach younger, more active audiences and highlight their products effectively. Brand extensions, where existing personal care brands introduce new fragrance products, have been successful, with emerging online brands seeing significant growth. This trend demonstrates the power of brand loyalty and awareness in introducing new product lines.

Multipurpose Products: The New Norm

A significant trend reshaping the fragrance market is the rise of multipurpose products. Consumers are increasingly opting for products like scented shower gels, body lotions, and hair mists that serve both as fragrances and have additional functions. This shift indicates a preference for convenience and a desire for products that provide more than just a singular benefit. Notably, several of the fastest-growing emerging fragrance brands fall into this multipurpose category.

A New Era of Fragrance

The shift towards body butters, moisturizers, and other scented body products represents a significant change in the fragrance landscape. It highlights the modern consumer’s desire for products that offer multifunctional benefits, align with wellness trends, and allow for personal expression. As the beauty industry continues to evolve, these trends underscore the importance of innovation, sustainability, and consumer engagement in shaping the future of fragrance. This new era of fragrance is characterized by personalization, health-conscious choices, and the integration of scent into everyday wellness routines.


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