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Scent can shift a mood, spark a memory or transform a moment — and it’s one of the fastest-growing categories in the beauty market.* This fall we’re putting it front and center with a curated, trend-first assortment of new and exclusive brands, viral scents and products that add versatility to your routine, like body mists and hair perfumes. Whether you prefer cozy gourmand scents — think sweet, dessert-inspired fragrances like vanilla and pumpkin spice — or lean toward fresh floral notes, shopping for great-smelling beauty products at ���������ƽ�� this fall is nothing less than scent-sational.

“Fragrance is more than a trend — it's a meaningful part of our guests’ self-care routines,” says Amanda Nusz, senior vice president of merchandising, essentials & beauty, ���������ƽ��. “This fall, we’ve curated a beauty lineup that is all about discovery and delight, with trending scents and fun new ways to smell amazing. Whether you’re looking for your signature scent or excited to try something new, we’re making it easy by delivering what’s next in beauty, at an incredible value.”

Fun, new and fragrant

Some of the top scent-forward ways you’ll be able to express yourself this fall:

• Traditional perfumes: The launch of Dossier in stores and online brings cult-favorite scents like Ambery Saffron, Gourmand Vanilla, Fruity Almond and Floral Marshmallow to the forefront, offering prestige-inspired fragrances at affordable prices.
• Body mists: We’re introducing new mists from Being Frenshe, DAISE and more. We’re also bringing back Moon Milk, the guest-loved scent from Being Frenshe, as a .
• Hair perfumes and dry shampoos: We’re adding to our hair perfume lineup with fresh, scents from �ո鷡���𳾳�é and Kitsch. Plus, we’re bringing you&�Բ�����;�ھ��Ա�’r��’s new line of dry shampoos that smell amazing and keep your style fresh.
• Men’s fragrance: We’re stepping up our scent game for the guys with �հ�����’s&�Բ�����;On The Go Colognes in scents like Coconut, Woodland and Citrus (so easy to toss in a gym bag or travel kit), as well as a new fine’ry men's line of elevated options that blend long-lasting performance with style.
• Prestige fragrance: Luxury fragrance is more accessible — and more fun — with the launch of Snif at Ulta Beauty at ���������ƽ��. Known for its bold, gourmand-inspired scents, Snif is serving up favorites like Vanilla Vice, Coco Shimmy and Sweet Ash in travel sprays and full-size bottles. Want to try a few? The bestseller and are perfect for mixing and matching.

How we spot scent trends

At ���������ƽ��, we’re always tapped into what’s up and coming. How do we do it? Our beauty team monitors social media buzz, dives into guest feedback and tracks performance data to uncover what’s resonating with our guests. Then we partner with top brands to bring fragrance wishes to life.

This fall, it means bringing more of the classic gourmands and viral scents our guests love and jumping on white space opportunities — those untapped scent profiles that have potential to go viral — the moment they pop. A few examples:

• The pistachio phenomenon: Sweet, dessert-like gourmand scents are flying off our shelves. When we saw pistachio gaining traction with the success of fine’ry’s Pistachio Please body mist, perfume and candle, we moved to expand our offerings. Our buyers teamed up with EOS to launch Crème de Pistachio body lotion which became the top-selling beauty item at ���������ƽ�� for four weeks straight. It was a full-blown pistachio moment.
• Vanilla goes viral: Vanilla is the No. 1 selling scent at ���������ƽ�� across all categories including beauty and home, and we’re leaning in with new and upcoming launches from EOS, Tree Hut, Mixbar, Being Frenshe and fine’ry. Can’t get enough of the warm, comforting scent? There’s more to come, because vanilla is always in style.
• Gourmands reimagined: We’re also expanding our seasonal gourmand lineup with warm favorites like pumpkin spice, sweet cream and marshmallow. New launches from Tree Hut and Dossier are bringing these crave-worthy scents to life in lotions, scrubs and more.

Fragrance, front and center

This fall, we’re making it easier than ever to discover your next favorite scent. Look for curated endcaps in our stores packed with trending picks like vanilla-scented products and more. We’re also hosting fragrance sampling events in 300 stores this October, featuring exclusive-to-���������ƽ�� scents like Dossier, Being Frenshe’s Moon Milk, DAISE and fine’ry men’s products. And from Oct. 5-11, enjoy 20% off select fragrance in stores and online to make your scent search even sweeter.

*Source: Circana,