Fragrance trends 2025

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Trend alert

This year's trends capture the essence of nostalgia with playful, childhood-inspired scents and we celebrate the serenity of the outdoors with nature-infused scents.
Childhood memories and playful scents
Prepare to dive into a world of fun and playfulness with the upcoming fragrance trends for 2025, which include scents that remind you of childhood memories, paired with bright, bold packaging that radiates happiness, including marshmallow, cherry lollipop, bubblegum and strawberry milkshake.
Embracing nature
Consumers are gravitating towards natural, sustainable fragrances with earthy, herbal and botanical notes like moss, cedarwood and sage, often derived from essential oils.
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Nostalgic fragrances are trending

Experience our "Oily ice cube" formulation, an innovative tinted lip balm featuring a delightful bubble gum fragrance. Its glossy pink hue and melting texture nourish, hydrate, and protect your lips, enhancing their natural color with a radiant finish, while the delightful bubblegum fragrance brings back fun, playful childhood memories.
Download the formula
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Natural fragrances and essential oils

We're pleased to offer a range of essential oils and fragrances in selected regions. These products are designed to enhance your formulations with natural scents. Using essential oils may also offer certain skin benefits.
For more information or to inquire about availability in your area, please contact your local sales representative or reach out to us at:
personalcare.emea@brenntag.com
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Solubilizing nature: a smart solution for essential oils and natural fragrances

Formulating with trendy natural fragrances and essential oils is increasingly popular—but it comes with technical hurdles. Due to their hydrophobic nature, these ingredients are difficult to solubilize in water-based formulations, posing a challenge for formulators seeking natural solutions. That’s where Stephenson’s Durosoft® PG10CY-MB comes in – a 100% naturally derived, COSMOS-approved non-ionic solubilizer that enables essential oils, natural fragrances and lipophilic actives to be easily incorporated into transparent, stable, and natural cosmetic products.
Whether you're creating a toner, mist, or cleansing formula, Durosoft® PG10CY-MB helps you combine performance with transparency and natural appeal.
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Contact us today to find out more about our product offerings, to ask us any questions, or to let us know how we can assist you with a specific application.