In comparison to fragrance consumers of previous generations, like baby boomers, millennial and Gen-Z shoppers have increasingly embraced non-heritage fragrance brands, especially those that are BIPOC-founded. This is largely due to factors like shopping accessibility, brand awareness, and societal and financial support for BIPOC-founded fragrance companies. 

In today’s retail landscape, especially among Gen-Z consumers, TikTok plays a strong role in which beauty products and brands become popular. One particular group that TikTok seems to hold increasing influence over is male shoppers.