The fragrance market in India is undergoing a quiet restructuring. Gen Z buyers reject gendered marketing. They prefer scents that express mood and identity. This shift challenges long-standing retail categories. It pushes brands to rethink how perfumes are designed and positioned.
A desire for softer, universal notes
Young Indians are gradually gravitating toward notes like tea, herbs, warm woods, and gentle musks. These profiles travel across gender boundaries. They feel modern and fluid. Many users create small scent wardrobes. They choose fragrances based on mood, season, or social context.
"This behaviour reflects a desire for freedom from prescriptive categories. Fragrance becomes a canvas for personal expression rather than a social cue," said an official of a top perfume manufacturer.
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Retailers respond with transparent positioning
Stores now highlight ingredient stories instead of gender tags. This transparency increases trust. Sampling kits have become popular because they reduce purchase risk. Social media accelerates this shift. These days, creators describe fragrances through emotions rather than labels. Their vocabulary feels inclusive and accessible.
The move toward gender-neutral scents also represents a cultural shift. It reflects a generation that values identity as fluid and self-defined. The trend is set to grow as younger consumers seek products that match their evolving sense of self.
