Gem adopts fragrance-first strategy for personal care

Australian personal care brand Gem is adopting a “fragrance first” strategy to capitalize on the growing convergence between functional personal care and the fragrance market. The company, founded by Georgia Danos, has expanded its portfolio to include deodorant, body care, haircare, shaving, sun, and sport products, using scent as a unifying element across categories.

By offering complementary scent profiles, such as Coconut Vanilla and Santal, Gem enables consumers to layer fragrances throughout their daily routines. This approach moves products like deodorant beyond simple efficacy and price competition, turning scent into a primary purchasing driver. This shift occurs amid a rising fragrance market in Australia, where retail value sales reached $1.6 billion in 2025, marking a 10 per cent year-on-year increase according to Euromonitor International.