From CHANEL to Kayali, beauty brands at every price point are eschewing ‘signature scent’ marketing in favour of creating a wardrobe of perfume options.

A fragrance tradition in the Middle East, perfume layering has caught on in the US over the past three years thanks to TikTok influencers.

Gen Z is not interested in the idea of a "signature scent," instead preferring to amass fragrance collections and create unique combinations.

Brands have adapted to this shift in the market with layering sets, launches of multiple fragrances at once and the creation of new product categories like "fragrance primers."