These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A Modern Filipino Oud. Wren Atelier, a prominent local artisan fragrance house, has been instrumental in shaping the niche perfumery scene in the Philippines. Their standout unisex scent, Manila Oud, was specifically crafted by perfumer Renato Lopena Jr. to suit the tropical climate. It reimagines the traditionally heavy oud by blending it with familiar Filipino sensory experiences. The fragrance opens with a bright kick of calamansi and ginger, balanced by the warmth of nutmeg. Its heart is a unique combination of a subtle banana cue accord, sampaguita, and elemi, which then settles into a complex base of oud, incense, leather, and patchouli. This scent pushes the gender-neutral trend by creating a sophisticated, woody chypre fragrance that is neither overtly masculine nor feminine, but rather a narrative of Manila's urban and historical landscape in a bottle.
Key Product: Manila Oud
MARKET LEADER
The Scent of Quiet Confidence. Tadhana Fragrances has quickly become a top-of-mind local brand, celebrated for its high-quality, story-driven scents that are all designed to be unisex. Among its popular lineup, "Classy" stands out as a top-of-mind choice for a sophisticated, genderless fragrance. Launched in 2024, this perfume is built for understated confidence and timeless elegance, making it suitable for any individual in any setting. The scent opens with notes of pink pepper, bergamot, and elemi, which then transition to a heart of sandalwood and mimosa. Its foundation of vetiver, ambrette, and benzoin provides a refined, lasting impression. "Classy" helps push the trend by offering a polished, versatile fragrance that moves beyond gender, focusing instead on the wearer's personal style and confidence.
Key Product: Classy
MARKET LEADER
Windswept, Spirited, and Universal. Jo Malone London is a globally influential brand renowned for its collection of scents designed for layering and universal appeal. In the Philippines, where the climate favors lighter fragrances, Wood Sage & Sea Salt has become an iconic and top-selling choice for both men and women. Its popularity lies in its fresh, clean, and mineralic profile that evokes the feeling of a windswept shore. The fragrance is composed of ambrette seeds, sea salt, and earthy sage, creating a scent that is both natural and sophisticated. It embodies the gender-neutral trend by providing an effortlessly elegant and versatile aroma that adapts to the individual's skin chemistry, making it a go-to for daily wear in the tropical environment.
Key Product: Wood Sage & Sea Salt Cologne
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows strong upward momentum in search interest and significant cultural relevance driven by Gen Z's values. While specific sales volume is unavailable, the increasing search interest suggests growing market traction.
Interest in gender-neutral perfumes has shown a significant upward trend, indicating growing consumer adoption. The focus on inclusivity and self-expression by younger generations fuels this momentum.
Google Trends (12 Months)
TikTok Posts
84 posts analyzed
Lucky Beauty
A leading Gen Z actress and entrepreneur, Andrea Brillantes is one of the most influential young stars in the Philippines. Despite having congenital anosmia, she has a passion for collecting perfumes and has launched her own fragrance line.
Le Labo
A highly acclaimed and respected actress in the Philippines with a career spanning over two decades. Known for her sophisticated and classic style, she is a powerful influencer for a mature and discerning market.
Le Labo
Actor noted to use the same fragrance as Bea Alonzo.