5 New Fragrances From Kitsch, Touchland, Cyklar and More

The fragrance boom is heading in a new direction — or, directions.

Nearly four years into the category’s continued growth, players new and existing are increasingly iterating beyond the traditional eau de parfum format, leaning into fragrance oils, solid perfumes and body and hair mists.

It’s no wonder why: fragrance is the fastest-growing category in both the prestige and mass beauty markets, growing 12 percent in prestige in 2024 and 9 percent in mass, according to Circana. Nascent formats saw even greater momentum, with body sprays soaring 94 percent in prestige and hair fragrances also up 32 percent.

Brands like Sidia, Cyklar, Kitsch, Touchland and more are paying attention — with the latter three all staking their first official claims in the category via such formats poised for further growth.

Said Andrea Lisbona, chief executive officer and founder of Touchland: “The decision to embrace the power of scents has been integral to our success, so for our second category, venturing directly into the olfactive world made a lot of sense to us.”

Indeed, the 2010-founded brand is best known not only for making spray-on hand sanitizer aspirational, but for its scented offerings within the category — from vanilla to peach to lemon lime and more. The brand did $100 million in hand sanitizer sales in 2024, and in launching its Power Essence Body & Hair Fragrance Mist, expects “significant growth” in the year ahead.

There’s also Noyz, the fragrance brand launched last year by Shaun Neff’s Beach House Group — the incubator behind Tracee Ellis Ross’ Pattern Beauty — which has reintroduced its signature collection, now also available in a solid balm format priced at $42.

Here, five new innovative fragrance launches to hit the market.

1. Cyklar Perfume Oil

$24 at cyklar.com

Body care brand Cyklar, founded in 2023 by influencer Claudia Sulewski and backed by Ben Bennett’s The Center, is formally entering fragrance via a range of eight perfume oils.

With scents ranging from Vanilla Verve to Sex Musk to Sacred Santal, the oils are meant to be applied onto one’s pulse points, expanding upon the scents available via the brand’s viral body creams and washes.

“I aim to create products that encourage one to get in touch with their body,” said Sulewski, adding “that sentiment carries through” with the format and application of the perfume oils, meant to offer an intimate fragrance experience.

Though the founder did not specify sales expectations for the launch, industry sources estimate Cyklar could do $10 million in revenue in 2025.

2. Kitsch Hair Perfume Mist

$20 at Ulta Beauty, mykitsch.com beginning Wednesday

Kitsch, best known for its buzzy hair accessories and care products, is launching a collection of hair mists with a focus on odor elimination.

Coming in four varieties including Pistachio Latte, Sheer Violet and more, the mists aim to keep hair smelling fresh long after wash days, powered by a patent-pending “odor-eliminating technology” that neutralizes unwanted odors, rather than just masking them.

Launched in Los Angeles by Cassandra Morales Thurswell in 2010, Kitsch has become a $360 million business, as previously reported by WWD. Though Thurswell did not share expectations for the hair perfume mists launch, industry sources estimate the collection could do $40 million in sales during its first year on the market.

3. Noyz The Solid Fragrance

$42 at Ulta Beauty, noyz.com

2024-founded Noyz is introducing its second format: The Solid Fragrance.

The unisex brand’s five eau de parfums, which range in olfactive family from gourmand to floral to woody and have conceptual names (Sh**ty Day, Unmute, Lost+Found and the like) are each now available in a $42 balm-stick format.

Meant for on-the-go use, the alcohol-free solids come in refillable cases and aim to make fragrance layering easier. Neff did not comment on sales expectations for the expansion, though industry sources estimate Noyz, which launched last June at Ulta Beauty, could reach $30 million in first-year sales.

4. Touchland The Power Essence Body & Hair Fragrance Mist

$20 at Sephora, Ulta Beauty and touchland.com

In recent years, Touchland has brought skin care-forward hand sanitizer to the forefront and it’s aiming to do the same with its first fragrance foray.

Available in eight scents including Mango Mojo, Vanilla Velvet and more, its new $20 Power Essence Body & Hair Fragrance Mists are infused with hyaluronic acid, niacinamide and panthenol in an aim to hydrate skin and strands.

Three years in the making, the expansion follows founder Andrea Lisbona’s ethos of creating products that “unlock micro-joys for our customers.” In fact, the mists tap Givaudan’s neuroscience-informed Moodscentz+ technology, seeking to offer mood-boosting benefits in addition to scent and hydration.

5. Sidia Soaked: Solid Perfume

$48 at sidiathebrand.com

While body care brand Sidia has been playing in candles for years, it has now marked its first step into fine fragrance.

The brand has introduced a $48 solid perfume in its bestselling musk- and hinoki-infused Soaked scent, meant for buildable application to the neck, wrists and anywhere else.

“I love the allure of a personal, heirloom-esque compact that houses fragrance you can apply by touch,” said founder Erin Kleinberg, who previously founded Coveteur in 2011, adding that the fragrance’s launch week was 240 percent more successful than previous launches by the brand, whose bestsellers include its $36 hand serums and $52 body cream. Industry sources estimate Sidia did roughly $1 million in sales in 2024.

Previously, the brand launched an “Auto Fragrance” car freshener, also in its Soaked scent, and other formats to come aren’t out of the question.

“I’m intrigued by incense, oil roll-ons; our customers ask for room sprays a lot. For us, everything stems from fragrance — if you can get your community behind a scent in a big way, the possibilities are endless,” Kleinberg said.