Discover the key forces shaping the UK female fragrance market in 2025 with CARMA’s comprehensive media and market landscape analysis. Drawing on coverage of 230+ brands and 2,400+ products, this report reveals how value-driven content, retailer influence, and evolving consumer behaviour are redefining success.
From Best Buy dominance and dupe culture to celebrity associations and seasonal gifting peaks, the report uncovers where visibility is really being won, and what brands need to prioritise heading into 2026.
Inside the report:
- Analysis of 13,500+ media mentions, generating £68M in AVE across online and print coverage.
- The rise of Best Buy and deal-led content, accounting for nearly a third of all fragrance AVE.
- The growing influence of retailers like Boots, Look Fantastic, and Amazon as media kingmakers.
- How dupe culture is reshaping discovery for both budget and luxury brands.
A must-read for brands looking to refine PR strategy, strengthen retail partnerships, and capitalise on the moments that actually move the needle.