Gourmand maximalism and the dupe era

The best 2020s fragrances

The 2020s turned fragrance into a mass hobby — TikTok reviews, "beast-mode" performance and hyper-sweet gourmands became the language of a whole generation. Cloud-projecting ambroxan bombs, versatile compliment-getters and an explosion of affordable "dupes" of grail scents define an era obsessed with longevity, value and getting noticed.

What defined it — Viral compliment-getters, sweet gourmand powerhouses, ambroxan-driven projection and a booming dupe/clone culture.

Wears best — Everyday signatures, cold-weather sweetness and anyone chasing performance and compliments.

3 2020s fragrances