Who’s Spraying? A Look at Who’s Actually Using Parfumist And Why
From TikTok-fueled teens to fragrance-curious Millennials, we’re learning a lot about who’s gravitating to scent and what they’re choosing.
As more machines hit the ground, patterns are starting to emerge. Who sprays, how often, and what they reach for isn’t random—it’s a reflection of culture, curiosity, and influence in real time.
The Unexpected Power Users: Gen Z & Gen Alpha
When we launched Parfumist, we imagined a range of users from business travelers to curious couples out on date night. But the most frequent guests at our machines? Teenagers, especially the boys.
These early adopters aren’t browsing out of boredom—they know exactly what they’re looking for. Scents like Jean Paul Gautier Le Male, Dior Sauvage Elixir, Yves Saint Laurent Y Intense, and Jeremy Fragrance Date fly out of our machines, often accompanied by a proud grin or an excited “I’ve seen this one on TikTok.”
Online Hype Meets IRL Curiosity
This isn’t random. The rise of “fragrance YouTube,” TikTok’s #PerfumeTok, and personalities like Jeremy Fragrance, Justin Copeland, and Kelly O'Neil have created an entirely new kind of scent shopper: highly online, brand-aware, and hype-driven. When Justin says Le Male is a 10 out of 10 for compliments, teen boys listen—and spray.
What used to be a closed world of beauty counters and niche forums is now content, and Gen Z and Gen Alpha are consuming it in real time.
What About Women?
While teen boys are currently our most prolific sprayers, Millennial and Gen Z women are no less engaged, just more selective. Their go-to scents tend to center on soft, approachable luxury:
- Burberry Her
- Ariana Grande Cloud
- Chanel Eau Tendre
These choices suggest a preference for signature-worthy, easy-wearing scents that blend feminine appeal with trend relevance. They're not just spraying for fun—they're most likely re-upping a scent they're already wearing or exploring something on their wish-list.
Why This Matters to Business Owners
If you're thinking of bringing Parfumist into your space, this kind of insight isn’t just interesting—it’s actionable.
Knowing who’s spraying and what they’re spraying tells us a lot about how your guests want to interact with your space. Our data points to a clear trend: Gen Z, Gen Alpha, and Millennial guests are seeking quick, expressive, and social experiences. They're not passively walking through a lobby—they're capturing it, sharing it, and choosing which brands earn their attention.
Parfumist taps directly into that mindset. The act of spraying a scent—especially one they've seen hyped online—becomes a moment of play, personalization, and performance. It’s quick. It’s satisfying. And it keeps them coming back.
From a business perspective, this translates to:
- Longer dwell times at your venue
- Increased repeat engagement
- Stronger word-of-mouth and social sharing
- Higher perceived brand value through thoughtful amenities
It also means you’re not guessing at what your guests want; you’re offering something that’s already embedded in their culture. You’re not just adding an amenity. You’re adding a magnet.
Want to Know What Would Perform in Your Space?
We track real usage data across our network and offer tailored scent packages based on audience profiles and venue type. Whether you serve Gen Z students, wellness-minded professionals, or weekend nightlife crowds, we can help curate a lineup that connects.
Contact us here to learn more.