TikTok fuels perfume hype, spotlighting Baccarat Rouge 540 and niche scents

TikTok is reshaping the fragrance market. Posts tagged #PerfumeTok generate millions of views, causing rapid sell‑outs and unexpected comebacks of both luxury and niche perfumes.

One of the most mentioned scents is Baccarat Rouge 540 by Maison Francis Kurkdjian. Originally released as a limited‑edition celebration of the French crystal maker Baccarat, the fragrance has become a global bestseller praised for its jasmine, saffron, cedar and amber composition.

Australian brand Aesop also captures attention with archetype‑driven fragrances such as “Aurner” and “Tacit”. Meanwhile, UK brand Lush sees its “Super Milk” bodyspray and other scented products go viral, further illustrating TikTok’s influence on perfume trends.