Gen Z are fuelling a trend for 90s perfumes such as Calvin Klein, Joop and Tommy Girl with sales soaring after appearing on TikTok – as Brits seek comforting, familiar scents that evoke memories of simpler times
Classic 1990s fragrances are making a comeback.
Perfume sellers have seen sales of these products soar, with a 381% rise in purchases of Joop! Homme and a 228% hike in Calvin Klein Eternity for Men in the past 30 days. The perfumes were released in 1989 and 1990 respectively. Fragrance as a beauty category has grown by 15% since January, with Gen Z adults, those aged between 18 and 27, driving the trend.
In particular, social media such as TikTok is fuelling the trend, bringing retro fragrances to a new, younger audience as well as providing nostalgia for people who remember them the first time round. Retailer The Fragrance Shop said it had seen a resurgence in popularity of Mugler’s Angel, from 1992, Calvin Klein’s CK1 from 1994 and Tommy Hilfiger’s Tommy and Tommy Girl, which were first launched in 1995 and 1996.
Hayley Jones, head of buying at The Fragrance Shop, said: “The resurgence of 1990s fragrances signals a nostalgic revival, as today’s audiences reconnect with the iconic scents that shaped the era. These 90s staples aren’t just making a return to store shelves and flying off quickly, they’re also inspiring modern reinterpretations, highlighting their lasting influence on the fragrance world.
“Much of this revival is fuelled by a new generation discovering and embracing these scents on social platforms such as TikTok, adding yet another layer to their resurgence.”
Beauty expert and deputy editor of the site beautyanswers.co.uk Katie Walker said: “The resurgence of 90s fragrances like Joop! Homme and Calvin Klein Eternity is largely driven by a wave of nostalgia.
People are seeking comforting, familiar scents that evoke memories of simpler times. Additionally, the minimalist packaging and timeless appeal of these perfumes resonate with a new generation, who are embracing retro trends across fashion, beauty, and fragrance.”
Personal stylist Lisa Talbot said these perfumes making a comeback fitted in with a wider trend of 90s fashion coming back for autumn/winter 2024. She added: “For the Gen Z generation both the fashion trends and perfumes that go hand in hand give a chance for them to experience this era in such a simple way. I personally think the 90s perfumes can be seen as being more affordable together with some being unisex makes them a great purchase.”
The news comes as 90s products are being seen on Christmas wishlists and top toy lists this year. Flip phones, toys such as Furbys and BeyBlades and disposable cameras have all seen searches soar in recent weeks.
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