This report identifies and ranks the Top 10 Most Mentioned Fragrance Brands by Influencers in 2025, based on a custom, dual platform ranking methodology. The analysis synthesizes data on Earned Media Value (EMV) from TikTok and Strategic Presence from Instagram, providing a comprehensive view of brand visibility and positive sentiment across the most influential social media channels. The ranking is a mix of digitally native, viral brands and established luxury houses. Phlur and Kayali share the top spot, demonstrating the power of combining viral, accessible scents with strong founder led storytelling. The results highlight that success in the fragrance sector is driven by a blend of viral product discovery on TikTok and aspirational, luxury focused storytelling on Instagram, with a significant emphasis on founder credibility and unique scent profiles. Methodology: Custom Ranking Criteria To provide a comprehensive and nuanced ranking, a custom scoring system was developed, weighting the two most…
critical social media performance indicators (KPIs) for the fragrance sector in 2025. KPI Weight (Max Points) Data Source & Rationale TikTok Earned Media Value (EMV) Score 70 points Based on the brand’s relative EMV on TikTok.
This metric is a proxy for the total value generated by influencer mentions, capturing the sheer volume and positive financial impact of the brand’s visibility, often driven by viral scent reviews and “dupe” culture.
Instagram Presence Score 30 points Based on the brand’s consistent high performance and strategic engagement on Instagram. This measures the quality, strategic nature, and consistent positive sentiment of the mentions, often driven by luxury aesthetics, high profile campaigns, and founder credibility.
The total score for each brand is the sum of these two weighted components. Top 10 Ranking: Most Influential Fragrance Brands in 2025 The following table presents the final ranking of the top 10 fragrance brands, based on the combined Total Score from the custom methodology…
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