Welcome to today's episode of the culture corner, where we're diving into why Gen Z is consistently smelling like dessert! It all started last summer when TikTok users, like Love Island's Leah Kateb, showcased their sugary-scented fragrances, sparking a viral trend. Kateb described one body spray as making you smell “like caramel cake and like you’re ready to be served on a decorated plate.”

As we explore the “gourmand” perfume category, it’s clear that consumers are overwhelmingly drawn to scents that are edible—think vanilla, chocolate, and caramel. Searches for these scents have skyrocketed by over 77 percent year-over-year, and they’re not just a fad. Predictions suggest the gourmand market could reach $55 billion by 2035!

Celebrities like Sabrina Carpenter and brands like Dove are jumping on the sweet scent bandwagon, with intriguing collaborations that include everything from cupcake-scented deodorant to body sprays that smell like bakery treats. While scent should ideally reflect individuality, current trends encourage wearing fragrances that get you compliments, with influencers suggesting these desserts on #PerfumeTok for attention.

As Shelly Socol, CEO of a marketing agency says, “Sweets make a great marketing tool... people instantly recognize” these familiar scents. However, amidst this sugary wave, let's not forget the deeper role perfumes play in self-expression. As we roll forward, it seems the gourmand craze isn't slowing down anytime soon. So, which delicious fragrance will you try next?
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