Gourmand fragrances are perfumes featuring edible-like notes such as vanilla, chocolate, caramel and honey. They are often blended with base notes like musk or patchouli to create olfactory desserts also known as dessert-like scents. And here’s the thing. Gourmand perfumes have increased in popularity. It’s a blooming market and according to Fox News it’s expected to exceed $35 billion this year, and also showing strong demand across Gen Z and social-media-active consumers.
What’s the link to GLP-1 medications like Ozempic? There’s growing anecdotal and journalistic evidence suggesting that some users of GLP-1 used for weight loss and diabetes, experience a shift in sensory cravings: less hunger for food, but a heightened attraction to gourmand scents. One user summarised it as: “fragrance had actually replaced emotional eating for them.” (Allure)
Support on fragrance forums echoes that sentiment: “It’s like I transferred my addiction from food to perfume.”(reddit)
“Since starting Ozempic, I’ve also had a very sincere obsession with fragrances… refreshing it all day because it smells so good.” (reddit)
Experts hypothesise that as GLP-1 suppresses appetite, individuals may unconsciously look for analogous sensory rewards like sweet, comforting scents as substitutes for food-driven pleasure. For many, gourmand scents such as the Kayali fragrances have become a delightful substitute for food-related pleasure offering warmth, comfort, and luxury. All through a spritz. This phenomenon is also referred to as the Ozempic Effect also coined by beauty and fragrance marketing leader Pierre Vouard.
From a beauty expert point of view I think this is such an interesting development. I’ll be diving into the subject a little more. Keep you posted.
Sources: allure.com | Vox News | Reddit