While we’ll always have a soft spot for Ms Spears (Comeon. It’s Britney Bitch), the fragrance spotlight in 2025 belongs to a new generation of celebrity scent-makers – and they’re turning noses (and TikTok feeds) everywhere. Global search data from Fresha reveals that while nostalgic icons still charm during the holidays, it’s Ariana Grande, Billie Eilish, and Sabrina Carpenter who are leading the celebrity perfume revolution.
Ariana tops the charts with a whopping 941,000 searches in the past month. This is a 65% jump from last month, cementing her as the globe’s ultimate scent star. Billie Eilish isn’t far behind, posting a staggering 113% growth and racking up 672,000 searches, while Sabrina Carpenter emerges as the breakout queen with nearly doubling interest month-on-month. The secret ingredient? Warm, gourmand fragrances – vanilla, caramel, marshmallow, amber – the olfactory equivalent of a cozy cashmere sweater.
Beauty expert Danielle Louise, speaking via the Fresha app, sums it up: “Warm, sweet, comfort-driven fragrances are dominating every market. They feel nostalgic, they last for hours, and they’re incredibly wearable. Celebrity brands are tapping into that shift perfectly.”
TikTok has become the fragrance megaphone. “A single viral video calling a perfume the ‘ultimate signature scent’ can trigger hundreds of thousands of searches overnight,” Danielle explains. “Fans want to ‘wear the identity’ of their favourite artists. These scents are affordable, giftable, and globally stocked – perfect for holiday spikes.”
But the old guard isn’t fading quietly. Britney Spears, with 144,000 searches, continues to be a holiday staple. Paris Hilton enjoys a major Y2K-fuelled comeback, Jennifer Lopez attracts multigenerational fans, and Justin Bieber remains a reliable teen favourite. Even as Gen Z stars rise, legacy fragrances hold deep emotional sway. “People rebuy them because they’re tied to memories,” Danielle notes. “That sentimentality is powerful around the holidays.”
The fragrance market of 2025 is beautifully divided: the new guard – Ariana, Billie, Sabrina, and Kylie Jenner – are riding the wave of fandom culture and viral trends, while nostalgic icons – Paris, Britney, J.Lo, Justin – surge during seasonal peaks. Kim Kardashian, meanwhile, shows a decline post-rebrand, proving that even celebrity clout can’t guarantee scent success.
What makes this shift fascinating is how it redefines celebrity perfume culture. Luxury alone no longer dictates success. Social media influence, comfort-led scent profiles, and fan-driven hype now rule the roost. Danielle adds, “Celebrity perfume is having a global resurgence – it’s fun, it’s wearable, and it’s shareable. It’s about identity, not just prestige.”
The data behind these insights comes from a five-year Fresha analysis of global Google Search trends (2021–2025). Only unique perfume-related searches were included, tracked for monthly volumes, growth rates, seasonal spikes, and five-year trajectories. The ranking reflects the most recent full month of searches, offering a snapshot of which celebrity scents are dominating this festive season.
From Ariana Grande’s sugary signature notes to Billie Eilish’s moody, marshmallow-tinged mystique, and Sabrina Carpenter’s breakout warmth, 2025’s celebrity perfumes prove that scent is now a statement – a way for fans to literally wear their admiration. In the era of TikTok, comfort-led fragrances, and fandom-driven hype, the celebrity perfume scene has never smelled so irresistible, so Instagrammable, or so on-trend.
Whether you’re gifting, collecting, or just indulging, one thing is clear: this season, fragrance isn’t just about smelling good. It’s about being part of a global, glittering conversation – and these stars have the scent dialed to perfection.