🦠 The Impact of COVID-19 on American Perfume Buying Habits

✨ Introduction: When the World Stopped Smelling the Same

Before 2020, perfume shopping in the United States was deeply tied to physical experiences—department store counters, in-store testers, and spontaneous discoveries. Fragrance was associated with social events, office life, dates, and public presence. Then COVID-19 arrived, reshaping daily routines, emotional priorities, and even how Americans perceived scent.

As lockdowns spread and social interactions shrank, many consumers began questioning their relationship with perfume. Was fragrance still relevant when staying home all day? Or did it become something more personal—less about others, more about comfort, identity, and emotional well-being?

This article explores how COVID-19 changed American perfume buying habits, from purchasing behavior and scent preferences to long-term shifts that continue to influence the fragrance market today.

🛍️ Perfume Buying Habits in the U.S. Before COVID-19

Before the pandemic, American perfume consumption followed predictable patterns. Most consumers preferred:

• In-store shopping at malls or department stores
• Sampling scents before purchasing
• Seasonal buying, especially around holidays
• Popular designer fragrances with strong projection

Perfume was often purchased for external use—to smell attractive at work, social gatherings, or formal events. Bold, long-lasting scents performed well, and brand recognition played a major role in purchasing decisions.

Impulse buying was common, especially when shoppers encountered promotions or testers. Online perfume shopping existed, but many Americans were hesitant to buy fragrance without smelling it first.

🚪 Lockdowns, Isolation, and a Shift in Priorities

When COVID-19 lockdowns began, traditional fragrance shopping almost disappeared overnight. Malls closed, testers were removed, and social outings vanished. This created a dramatic pause in the perfume industry.

However, rather than killing interest in fragrance, the pandemic redefined its purpose.

Many Americans began using perfume at home—not for others, but for themselves. Scent became:

• A mood booster during isolation
• A form of routine and self-care
• A way to mark time when days felt repetitive

This emotional connection changed how consumers evaluated fragrances. Comfort and intimacy replaced projection and compliments.

🧠 Psychological Comfort and Emotional Scents

One of the most noticeable changes in American perfume buying habits during COVID-19 was the rise of emotion-driven purchases.

Consumers gravitated toward:

• Soft musks
• Skin scents
• Creamy woods
• Subtle florals
• Clean, laundry-like notes

These fragrances felt safe, calming, and familiar—offering reassurance in uncertain times. Perfume became less of a statement and more of a personal ritual.

This shift also explains why many Americans started describing fragrance using emotional language rather than technical terms. Words like comforting, cozy, and grounding became common in reviews.

💻 The Explosion of Online Perfume Shopping

With physical stores inaccessible, Americans turned to online perfume shopping at an unprecedented rate.

Key changes included:

• Increased trust in reviews and scent descriptions
• Popularity of discovery sets and sample kits
• Growth of niche and indie perfume brands
• Higher engagement with fragrance content on social media

Many consumers became more educated buyers, spending time researching notes, brand philosophies, and user experiences. This shift permanently reduced reliance on in-store testing.

Even after restrictions eased, online perfume sales in the U.S. remained significantly higher than pre-pandemic levels.

📦 Discovery Sets and Sample Culture

COVID-19 accelerated the adoption of fragrance discovery sets. These small, affordable kits allowed consumers to explore scents safely from home.

American shoppers appreciated:

• Lower financial risk
• The ability to test over time
• Personal experimentation without sales pressure

This trend benefited niche perfume houses, which could introduce their creations directly to consumers without competing for shelf space in major retailers.

Today, discovery sets remain a key entry point for many American perfume buyers.

🧴 Changing Preferences: From Loud to Intimate

Another lasting impact of COVID-19 on perfume habits was the shift away from loud, aggressive fragrances.

While strong scents didn’t disappear, many Americans began favoring:

• Moderate or light sillage
• Close-to-the-skin performance
• Versatile fragrances suitable for home and casual outings

Work-from-home culture played a major role here. When your “office” is your living room, overpowering scents feel unnecessary—or even intrusive.

This trend also increased interest in gender-neutral perfumes, as consumers focused more on personal enjoyment than traditional marketing categories.

📊 Before vs. After COVID-19: A Quick Comparison

🌍 Long-Term Impact on the American Fragrance Market

The pandemic didn’t just create temporary changes—it reshaped the American perfume industry.

Brands adapted by:

• Improving online descriptions
• Offering flexible return policies
• Creating storytelling around emotion and identity
• Investing in direct-to-consumer models

Consumers, in turn, became more confident in trusting their own taste rather than trends or sales associates.

Even as social life returned, many Americans retained their new habits, blending pre-pandemic preferences with post-pandemic awareness.

If you enjoy exploring how global events reshape fragrance culture, you may also like reading our previous article “Why Perfume Lovers Are Turning to Tunisia for Their Next Signature Scent”, which examines how regional identity and lifestyle shifts influence modern perfume preferences.

🔮 What the Future Looks Like

COVID-19 taught American consumers that perfume doesn’t need an audience. It can exist purely for personal pleasure.

Moving forward, we can expect:

• Continued growth of online fragrance communities
• More emphasis on storytelling and emotion
• Hybrid buying habits (online research + selective in-store visits)
• A lasting appreciation for subtle, intimate scents

Perfume in America is no longer just about making an impression—it’s about creating a feeling.

❓ Final Thoughts

The impact of COVID-19 on American perfume buying habits goes far beyond sales numbers. It changed why people wear fragrance, how they choose it, and what they value in a scent.

Do you feel that your own perfume preferences changed during or after the pandemic?

Did you start wearing fragrance more for yourself than for others?

💬 Share your thoughts in the comments below—we’d love to hear your experience.