Meet the Rising Fragrance Brands Netting Millions in Sales on TikTok Shop

From men’s fragrances to body mists to “blind buys” and beyond — today’s fragrance trends are raging on TikTok Shop.

The e-tailer is propelling fragrance brands new and existing to new heights, data from Charm.io shows, with the platform’s biggest winners ranging from Arab-inspired Lattafa to the gourmand-y Paris Corner to dupe brands — or more specifically, Sol de Janeiro dupe brands, which have become a fragrance category unto themselves (Sttes being among the most prominent players).

According to Charm.io, the number-one fragrance brand by sales on TikTok Shop in February was Lattafa, which netted more than $4 million during the period. Founded in the ’80s in the United Arab Emirates, the brand’s woody, musky scents are seeing new resonance among Gen Z and Millennial fragrance lovers as oud perfumes continue to rise in popularity.

Lattafa’s success isn’t fueled by just one or even a few hero offerings, either: In February, the brand’s top product was its tobacco-infused Asad for Men Eau de Parfum, priced at roughly $30 a bottle. The scent generated more than $71,000 in sales in February on TikTok Shop — a small fraction of the brand’s $4 million total for the period.

More commonly, top-performing brands like Phlur and Sttes see the majority of sales come from key heroes. In the case of Phlur, that’s a body mist duo featuring its Vanilla Skin and Heavy Cream scents for $66 (a $76 value) and for Sttes, a gold-hued Brazilian Perfume 602, which also comes in body lotion and oil varieties. Inspired by Sol de Janeiro’s Cheirosa 62 scent, Sttes’ 602 product family has sold more than 122,000 units on TikTok Shop to date.

Lattafa more than tripled the sales of the next-biggest brand on TikTok Shop, which in February was fellow UAE-made Armaf, logging $1.1 million in sales. Also popular among male shoppers: Top Shelf’s $25 Her Loss cologne, which purports to enhance olfactive signal-emitting pheromones and thus increase a wearer’s allure. (Evidence of pheromones’ influence on attraction is minimal, but the category is buzzy on both TikTok and Amazon nonetheless.)

The top 10 fragrance brands on TikTok Shop in February, per Charm.io, and the top-selling product for each.

1. Lattafa: $4.3 Million

2. Armaf: $1.1 Million

3. Phlur: $907,595

4. Paris Corner: $743,163

5. Sttes: $571,733

6. Al Rehab: $567,483

7. Top Shelf: $460,998

8. Rasasi: $418,956

9. YCZ: $417,810

10. Rayhaan: $237,178