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From Oils to Solids to Mists — the Hottest New Fragrance Launches Are Only Sometimes Sprayable

The fragrance boom is heading in a new direction — or, directions. Nearly four years into the category’s continued growth, players new and existing are increasingly iterating beyond the traditional eau de parfum format, leaning into fragrance oils, solid perfumes and body and hair mists. It’s no wonder why: fragrance is the fastest-growing category in both the prestige and mass beauty markets, growing 12 percent in prestige in 2024 and 9 percent in mass, according to Circana. Nascent formats saw even greater momentum, with body sprays soaring 94 percent in prestige and hair fragrances also up 32 percent. Brands like Sidia, Cyklar, Kitsch, Touchland and more are paying attention — with the latter three all staking their first official claims in the category via such formats poised for further growth. Said Andrea Lisbona, chief executive officer and founder of Touchland: “The decision to embrace the power of scents has been integral to our success, so for our second category, venturing directly into the olfactive world made a lot of sense to us.” Indeed, the 2010-founded brand is best known not only for making spray-on hand sanitizer aspirational, but for its scented offerings within the category — from vanilla to peach to lemon lime

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