Phlur, Kayali Among the Most-loved Fragrance Brands on Social

November 11, 2025

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The fragrance game’s social media “who’s who” is seeing some shake-ups.

Phlur, one of the more affordable — and certainly most prolific — in its category, took the top spot by earned media value in September, rising 45 percent month-over-month and netting just under $11 million EMV, indicating it had the most significant social media impact and reach during the period, per CreatorIQ.

The brand is the only fragrance brand among the top 10 which sells on TikTok Shop, where it operates a significant business, and in September exclusively launched a new fragrance mist, Vanilla Blackberry. Since then, Phlur has debuted another new body mist, Cashmere Skin, and teased a new Afterglow Eau de Parfum to launch before the end of the year.

Mona Kattan’s Kayali was the number-two fragrance brand by EMV in September — the brand and Phlur have traded spots throughout the year — with Dior and Prada following, respectively, at third and fourth place. Ralph Lauren, which went heavy on promoting its newest, Usher-fronted Ralph’s Club fragrance at New York Fashion Week, was also a top-10 brand and the top-grower overall, growing its EMV by 547 percent year-over-year.

Ellis Brooklyn, which like Phlur is on the more affordable side of prestige fragrance and leans into speed, similarly showed strong year-over-year growth of 165 percent. Dupe brand Dossier also cracked the top 10.

Despite the popularity of #FragranceTok, TikTok only drives slightly more EMV for the top 10 brands than Instagram, driving 51 percent of their collective September EMV. (Phlur over-indexes, with TikTok driving 66 percent of its EMV total; Ralph Lauren under-indexes, with TikTok only driving 29 percent of its EMV).

The top 10 fragrance brands by September EMV, plus year-over-year change in the metric, per CreatorIQ.