Nearly three quarters of surveyed UK Gen Z consumers say they would be willing to spend £100 ($132) or more on a single perfume, challenging assumptions that younger shoppers always prioritise cheaper products.
The finding, from research by fragrance sampling platform SoPost and student discount provider UNiDAYS, suggests premium scents could hold considerable appeal among young beauty consumers.
However, stated willingness to spend does not necessarily translate into actual purchases, with the research also highlighting a generation keen to explore new brands before deciding where to spend their money.
Gen Z's Appetite for Premium Perfume
The 74 per cent finding comes from the companies' 'Think You Know Gen Z?' playbook, which examines how younger consumers discover, evaluate and purchase products. The research draws on more than 200,000 Sample Society respondents through post-trial feedback and surveys collected between October 2024 and September 2026, although the specific sample size behind the fragrance spending figure was not disclosed in the published summary.
Sample Society is a product sampling community created by SoPost and UNiDAYS, with more than 440,000 members across the UK, US and Germany. The findings challenge the assumption that price-conscious consumers will automatically reject premium beauty products, while highlighting the importance of understanding what makes a purchase feel worthwhile.
Fragrance appears to be a consistent part of respondents' beauty routines, with 87 per cent saying they wear it every day. That compares with 49 per cent who reported wearing make-up daily, suggesting perfume occupies a prominent place in the habits of those surveyed.
SoPost founder and chief executive Jonathan Grubin said: 'Gen Z gets labelled as price-conscious, but that doesn't mean they won't spend.' The wider research also points to younger consumers' interest in trying new brands and the influence of other shoppers on their purchasing decisions.
The results indicate a potential opportunity for fragrance houses hoping to attract younger customers, although the survey measures stated willingness to spend rather than verified purchases. The findings also do not establish that all young consumers share the same preferences or have the budget to buy expensive scents.
Brand Loyalty Is Not Guaranteed
Despite their reported willingness to spend on perfume, younger consumers are also demonstrating an appetite for discovery. Some 45 per cent of surveyed Gen Z Sample Society members said they try a new brand every two to three months, suggesting established names cannot assume customers will remain loyal simply because they have made an initial purchase.
Peer recommendations may also play a significant role in purchasing decisions, with 43 per cent of respondents ranking peer-review videos as their primary purchase influence. For fragrance brands, this highlights the potential importance of product experiences and reviews when shoppers are deciding whether a scent is worth its price.
Sampling may be particularly relevant to perfume because consumers cannot experience a fragrance's smell through an online advert or product description alone. Giving prospective buyers the opportunity to test a scent could help them decide whether it suits their preferences before committing to a full-sized bottle, although sampling does not guarantee a subsequent purchase.
The wider findings suggest brands need to do more than attract attention through advertising or social media. They must offer products that appeal to individual tastes and provide a convincing reason for customers to return.
Ultimately, the research challenges the idea that Gen Z is unwilling to spend on premium beauty. With 74 per cent of surveyed UK Gen Z consumers saying they would spend £100 or more on a single fragrance, the opportunity for perfume brands may lie in combining desirable scents with experiences that earn consumers' trust and encourage repeat business.
