Fragrance Brands to Watch on Instagram December 2025
- Jennifer Carlsson
- 3 days ago
- 3 min read
Emerging Momentum in the Fragrance Category
Fragrance continues to behave differently from skincare and haircare on Instagram. Growth is typically slower, audiences are more niche, and performance is often driven by storytelling depth, founder credibility, and cultural positioning rather than rapid scale.
Rather than highlighting the top-ranked fragrance brands overall, this post focuses on five brands to watch from the December 2025 Instagram fragrance ranking—brands that show meaningful upward movement, renewed momentum, or unusually strong engagement relative to their size.
These selections are drawn from my full monthly fragrance ranking, published alongside equivalent rankings for skincare, makeup, haircare, and cross-category beauty. While this post highlights a small subset, the complete rankings track hundreds of fragrance brands globally and reveal how momentum builds over time in a category where growth is rarely linear.
Maison Crivelli
Maison Crivelli has been steadily climbing the fragrance ranking, moving up significantly from much lower positions earlier in the year. Rather than a sudden spike, its trajectory reflects gradual but persistent upward momentum, suggesting growing awareness rather than trend-driven volatility.
Founded around a concept of multi-sensory fragrance experiences, the brand’s Luxury Fragrance positioning appears to translate well to Instagram, where narrative depth and experimentation are rewarded. Its consistent re-entry into higher ranks points to increasing resonance with a digitally engaged niche fragrance audience.
BDK Parfums
BDK Parfums continues to show long-term recovery and upward movement after spending extended periods further down the ranking. Over time, the brand has progressed from lower visibility into a more stable mid-tier position.
This pattern suggests renewed relevance rather than novelty-driven growth. With its Classic Luxury positioning and strong Parisian identity, BDK Parfums appears to benefit from a fragrance audience that values heritage cues and refined storytelling—factors that tend to build slowly but endure.
Byredo
Byredo remains one of the most recognizable fragrance brands on Instagram, but its recent ranking movement is particularly notable. After fluctuating across lower top-tier positions, the brand has been climbing again, indicating re-acceleration rather than decline.
For a brand of this size, sustained upward movement often reflects renewed cultural relevance rather than follower acquisition alone. Byredo’s Modern Minimalist positioning continues to resonate visually, supporting long-term durability even as newer niche brands enter the category.
Matiere Premiere
Matière Première shows a clear pattern of steady ascent, moving consistently upward over multiple months. Rather than dramatic jumps, its ranking history suggests measured, credibility-driven growth.
Founded by a perfumer, the brand’s Modern Minimalist and ingredient-focused approach appears well suited to an audience increasingly interested in authorship and formulation transparency. This type of momentum often signals long-term brand building rather than short-term hype.
Clue Perfumery
Clue Perfumery stands out as one of the most dynamic movers in the fragrance ranking. While still relatively small in absolute size, the brand has climbed rapidly from deep within the list, showing exceptionally strong engagement and acceleration.
This kind of movement is typical of early-stage brands entering a breakout phase, where visibility grows faster than scale. Clue Perfumery is also featured as an Emerging Discovery Brand in my Breakout Beauty Report: Brand Momentum & Market Shifts (Q1 2026 Edition), where I highlight fragrance and beauty brands showing early signals of outsized future momentum.
Final Thoughts
What unites these five fragrance brands is not size, but direction. Each shows a distinct pattern of upward movement—whether through steady recovery, renewed cultural relevance, or early-stage breakout acceleration.
Fragrance remains a category where long-term storytelling, founder credibility, and aesthetic consistency matter more than rapid follower accumulation. As a result, ranking movement over time offers a far more meaningful signal than absolute position in any single month.
These brands represent just a snapshot of a much broader competitive landscape. Each month, I publish full Instagram rankings for fragrance, alongside skincare, makeup, haircare, and cross-category beauty—tracking how brands rise, stabilize, or break out across categories and markets.
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