The spirit of a decade
The lockdowns of 2020 changed how people related to perfume: they wore it for themselves, at home, and comforting scents such as musks, vanillas and clean-laundry notes gained ground. Social media, led by TikTok, sped up the spread of trends and propelled perfumes of every price point, from body mists to niche creations. Brands multiplied more intense concentrations, extraits, elixirs and parfums, such as Dior's Sauvage Elixir in 2021. Gourmands reinvented themselves with Mugler's Alien Goddess and Dolce & Gabbana's Devotion, while musky skin scents such as Initio's Musk Therapy extended the second-skin trend. Refillable bottles spread, and houses spoke more openly about biotechnology and the origin of their raw materials, responding to growing customer interest in how perfume is made.
