Perfume Direct has seen a huge uptick in demand for body mists over the past year – especially among younger consumers who are exploring fragrance in a more playful and personal way.
“Body mists used to be the forgotten cousin of fine fragrance – now they’re front and centre. They’re a perfect example of how the fragrance industry is evolving to meet the needs of a more expressive, budget-savvy, and wellness-driven customer,” says Jonny Webber from PerfumeDirect.com.
Jonny Webber explains why – highlighting the rise and fall and rise again of the body mist category in the overall fragrance market.
“Once a teenage rite of passage, body mists are enjoying an unlikely but very welcome resurgence in 2025 – and it’s all part of a wider cultural shift in how we think about fragrance, identity, and accessibility.
“Back in the 1980s and 90s, body mists weren’t just popular – they were everywhere. Affordable, accessible and unapologetically playful, they offered a gateway into the world of fragrance for young people, especially teenage girls.
“Impulse, with its cheeky TV ads and names like Tease and Temptation, became a cultural icon. Its scents were worn proudly – in school corridors, at house parties, and stashed in every handbag.
“Brands like The Body Shop also played a key role, with cult classics like White Musk, Fuzzy Peach, and Vanilla forming part of the early self-expression movement. These scents were sweet – perhaps a bit sickly – but definitely trending.
“Yet as the 2000s rolled in, the scent landscape shifted dramatically. The rise of luxury fragrance – think Creed, Chanel, Tom Ford, and the niche explosion that followed – changed the cultural weight of perfume. Fragrance became a status symbol. Signature scents were no longer just about how you wanted to feel; they were about what you could afford, who you wanted to be seen as, and the story your scent told about your taste.
“In that new world, body mists suddenly felt… juvenile. Budget. Out of touch. They were associated with adolescence, not aspiration. Impulse, once the queen of the PE changing room, became passé. If you were still spritzing a £3 mist when your peers were unboxing £250 niche eau de parfums, you weren’t exactly keeping up.
“But like so many beauty trends before them, body mists are now coming full circle – and this time, they’re doing it on their own terms.”
So why the comeback?
For starters, body mists have evolved. They’re no longer just overly sweet sprays aimed at tweens. Today’s mists are sophisticated, beautifully branded, and often tied into wellness and self-care narratives. Brands are rethinking scent as part of a daily ritual – not just a luxury reserved for special occasions.
They’re also incredibly versatile. “Body mists offer a soft, all-over scent without the intensity of a traditional perfume,” explains Webber. “They’re perfect for post-shower spritzes, gym bags, travel, or just boosting your mood throughout the day.”
“Fragrance layering, championed on platforms like TikTok and Instagram, has helped reframe body mists as a key tool in building a customised scent profile. You might wear a luxury perfume for an evening out – but spritz a mist after a workout, on the school run, or just to boost your mood.
“And then there’s the cost factor. In a time of economic caution, body mists offer a way to enjoy fragrance without a huge financial commitment. With many sitting comfortably under £30 – they’re democratic, playful, and accessible. They don’t take themselves too seriously and, crucially, they don’t break the bank.
“Cult-favourite brands are also fuelling the trend. Sol de Janeiro, with its viral Cheirosa range, has become a Gen Z staple – offering sun-drenched scents like Brazilian Crush 62 (pistachio and vanilla) and Cheirosa 68 (jasmine and dragon fruit) in packaging that screams fun, not formality.
“And pop icons like Ariana Grande are shifting the scent dial with playful but grown-up options. Her Ari Body Mist, with notes of pear, pink grapefruit, marshmallow, and musk, has become a top seller at Perfume Direct – delivering youthful charm with a refined twist.
“Today’s body mist fans love the flexibility, the layering potential, and the way mists let them change up their scent with their mood or setting. It’s not about replacing perfume; it’s about complementing it. Body mists are becoming an essential part of a modern fragrance wardrobe – accessible, versatile, and above all, fun.
“What was once dismissed as a teen trend is now a key player in fragrance’s future. And while Impulse may have faded into the background for a time, the spirit of those carefree, scent-soaked years is being reimagined for a whole new generation.”
