Viral TikTok Fragrances: The Scents Worth the Hype

A fragrance goes viral on TikTok roughly every other week. What a fifteen-second video can't tell you is what it actually smells like on your skin, how long it lasts, or whether you'll still love it in three weeks.

That's the bit we can help with. Below are the scents currently doing the rounds, what each one really smells like, and who it suits, so you can decide which ones deserve your shelf space. From creamy gourmands to fresh Citrus fruits, we’ll take you through the viral TikTok fragrances worth knowing about.

For a fresh, fluffy and delicious scent, try the Kayali Yum Boujee Marshmallow 81 - think a Strawberry dessert, but bottled. And yes, people will ask where you got it from. 

With notes including fresh Strawberry, Pink Marshmallow, creamy Coconut and Whipped Vanilla, these mouthwatering ingredients create an aroma that’s almost good enough to eat. The fragrance starts sweet, before developing a juicy quality that feels immediately exciting and playful, eventually settling into a Pink Musk. The result is creamy, indulgent and unapologetically gourmand.

It’s made for anyone who wants to expand their fragrance collection with something sweeter and more comforting.

How to wear it?

Reach for the Kayali Yum Boujee Marshmallow 81 when you want your fragrance to feel fun and memorable. Maybe you’re heading to a Saturday brunch or going out after a long day at the office; a spritz of this adds a playful twist to any outfit.

Spray on your pulse points and let the fragrance settle naturally on your skin. The creamy notes linger as it develops, so give it a little more time before deciding how much more you want to add. 

Rare Beauty Eau de Parfum Intense

How about decadent, with a touch of spice? Rare Beauty Rare Eau de Parfum will keep developing as you wear it. Opening up with Caramel and Pistachio notes, before moving on to rich Vanilla and spicy Ginger which dries down to a warming Sandalwood for that earthy finish. 

Sweet yet spicy and impossible to pin down. This fragrance is familiar on first spritz but has a depth that is intriguing and mysterious. Perfect for when you’re looking to experiment, as this gourmand scent evolves throughout the day (because who wants a fragrance that’s boring by lunchtime?).

How to wear it?

This viral fragrance can linger up to 12 hours, so it has been crafted for the longer days that turn to nights. Spritz onto your wrists, neck, chest and behind the ears to diffuse the fragrance. The Rare Beauty Rare Eau de Parfum can also be paired with Rare Fragrance Layering Balms to customise your scent story and change your mood. Discover our top layering tips and explore the range of Rare Beauty Layering Balms.

Fugazzi Orange Crush Eau de Parfum

Something less gourmand, Fugazzi Orange Crush Eau de Parfum keeps things refreshingly simple. 

With a “more is less” approach, this scent is created around just three main ingredients: Iso e Super, White Amber and Orange. Iso e Super brings notes of soft, transparent wood, White Amber adds a warming power, while Orange can create a juicy Citrus if applied generously. Described as “an orange made of velvet”, which feels pretty spot on.

This is for anyone looking for a fragrance that doesn’t feel too sharp, with warmer undertones sitting underneath. If your shelf is currently looking overloaded with Vanilla notes, this could be a refreshing addition.

How to wear it?

Apply to your wrists and neck and allow the fragrance to develop naturally on the skin. One thing to remember: this scent will intensify the longer it sits on the body, so give it time before reaching for another spray! 

Fugazzi Orange Crush Eau de Parfum is a great reset scent for mornings, especially when you want something awakening. Curious about matching fragrance to different moments of the day? Our guide to Functional Fragrances [link when live] can help explain how scent can become part of your routine through personal association.

Phlur Missing Person - Eau de Parfum

Looking for a fragrance that is soft and comforting? Phlur Missing Person - Eau de Parfum sits closer to the skin, taking a familiar and reassuring route. 

This irresistible fragrance opens up with Skin Musk, Bergamot Nectar and Sheer Jasmine, before Cyclamen, Neroli Blossom and Orange Flower bring a floral quality. As it settles, Sandalwood Australia Oil, Blonde Wood and White Musk create a warm finish that never feels too overpowering - moving away from the gourmand scents.

It’s a perfume for anyone who wants something subtle and intimate, the kind of scent you notice when someone leans slightly closer to you. 

How to wear it?

Reach for Phlur Missing Person - Eau de Parfum when you want an understated aroma for everyday wear. Whether you’re heading to the office, meeting a friend for a coffee or looking for a skin-like signature scent that could become part of your daily routine, this is the fragrance for you.

If you want a scent everyone remembers, then this could be it.

Valentino Born in Roma Purple Melancholia Uomo - Eau de Toilette

Some fragrances introduce themselves loudly. This one does the opposite, reminding you of a place or a person before you know why.

Purple Melancholia is built around Cardamom and Coconut, which sounds like an odd pairing until you smell it. The Cardamom brings the warmth and spice, the Coconut smooths the edges, and what settles is aromatic and woody with a soft creamy finish.

If your shelf is already heavy on Vanilla and Caramel, this is the warm option that never tips into sweet.

How to wear it?

Save it for the evening, for dinner or plans that run late. It is the sort of scent people notice without being able to name, which is usually the point.

Phlur Cherry Stem - Eau de Parfum

We all know juicy berries are back for 2026, and Phlur Cherry Stem - Eau de Parfum is taking Cherry to somewhere a bit more grown-up.

It opens with Black Cherry and Orange Brandy for a juicy hit, then Red Freesia, Sugared Jasmine, and Plum Nectar add a sweet, floral edge. Then it warms up with Ebony Woods, Warm Caramel, and Soft Leather Accord, giving the scent a richer, bolder finish.

Think less sweet Cherry, more a cocktail in a bar served with a twist. It’s fruity, warm and slightly cheeky. A great addition when your daytime plans extend into the evening and you stay out a little longer than expected. If you love fruity fragrances but are looking for more depth and maturity, then this one is for you.

How to wear it?

Spray onto your wrists, neck and pulse points, allowing the scent to diffuse as the day goes on. Either wear it by itself to let the Cherry do the talking, or layer it with other Phlur fragrances to personalise your aroma.

Phlur Cherry Stem - Eau de Parfum is your new best friend, accompanying you throughout the day with no scent change required. Cherry, but make it after dark.

Why are gourmand perfumes dominating right now?

Autumn has arrived and so have gourmand fragrances. But we’re no longer just looking for overly sweet scents. The cupcake body mist era is behind us. Gourmands have grown up.

The new wave takes our much-loved ingredients of Vanilla, Warm Sugar and Milky Amber and mixes them with a more elevated Caramel, earthy Woods and Spice to give the whole fragrance more depth and maturity. We’ve also been seeing Pistachio popping up in fragrances too, not just in our ice cream or chocolate.

As we pull on our winter coats, light the fireplace and get ready for cosy season to begin, our fragrance wardrobe is changing with us. Think of something warmer and more comforting. TikTok is following suit with the rise of gourmand scents, and honestly, we can very much get on board. 

Are you looking to start your gourmand fragrance journey? Read our guide to the best gourmand fragrances to try now.

By Sephora UK Fragrance Editorial Team

Writers and experts

Updated: 15 October 2026