A new national survey of 2,000 Americans aged 16 to 30, commissioned by AXE, reveals that scent plays a pivotal role in how Gen Z perceives attraction, outranking physical appearance and clothing for nearly one in three respondents. The findings highlight fragrance as a powerful psychological tool for confidence and charisma, shaping romantic and social impressions in 2025’s dating landscape.

The study, conducted in the United States, underscores that scent is more than a cosmetic choice for younger generations. It’s a shortcut to confidence and memorability. Approximately 33% of respondents said a good fragrance instantly boosts someone’s appeal, surpassing the influence of style or looks. This shift reflects Gen Z’s focus on sensory experiences, with fragrance emerging as a key element of personal identity and attraction.

Top 5 fragrance styles that attract, according to Gen Z

1. Bold and intense (amber, oud, leather, spices): Topping the list, bold and intense scents were chosen by around one in three respondents for their strong link to confidence and memorability. These fragrances, psychologically tied to strength and presence, were equally popular among men and women, making them a universal choice for standing out in social settings.
2. Fresh and clean (citrus, mint, aquatic): Ranking second, fresh and clean scents were favored for their effortless appeal, particularly among men and respondents aged 24 to 30. Citrus and aquatic notes signal reliability and polish, offering everyday attraction value for those seeking a sharp, approachable presence.
3. Sweet and creamy (vanilla, tonka, caramel): In third place, sweet and creamy gourmand scents resonated more with women and older Gen Zs. These comforting blends evoke warmth and intimacy, fostering psychological connections linked to close romantic bonds.
4. Playful and fruity (cherry, watermelon, mango): Fourth overall, fruity profiles were especially popular among younger Gen Zs aged 16 to 23. Cherry, amplified by TikTok trends, was selected by about one in five respondents, reflecting a playful approach to self-expression and individuality.
5. Skin-like and subtle (musk, cashmere, soft woods): Rounding out the top five, subtle fragrances appealed more to women and those aged 24 to 30. These understated scents convey intimacy and refinement, offering a less-is-more approach that prioritizes personal connection over bold statements.

The survey highlights fragrance as a psychological cue for Gen Z daters. Nearly one in three respondents said the right scent makes them feel instantly more attractive, with bold and intense fragrances strongly tied to charisma. This aligns with broader trends reported by Circana, which found 73% of Gen Z wear fragrance at least three times a week, often curating “fragrance wardrobes” to match moods or occasions. Unlike previous generations loyal to a single signature scent, Gen Z’s preference for variety reflects their desire for self-expression.

Social media platforms like TikTok further amplify these trends, with #PerfumeTok and #Smellmaxxing driving discovery and purchases. The survey’s findings echo reports from The Fragrance Shop, which noted a 70% year-on-year increase in younger shoppers, drawn to experiential retail and diverse fragrance formats like body sprays and solids. These formats, often more affordable, align with Gen Z’s budget-conscious habits while satisfying their demand for premium sensory experiences.

In dating, fragrance serves as a real-world sensory signal in an increasingly digital world. The survey suggests that for Gen Z, attraction hinges on a blend of confidence, charisma, and scent, with the latter shaping first impressions and self-perception. AXE’s accompanying four-question tool helps users assess how confidence and fragrance influence their social presence, offering tips to enhance their appeal.