In 2026, fragrance brands are looking past even the nascent mist and oil formats of 2025 for their next chapter of growth.
Among them, Sol de Janeiro has introduced a trio of Jelly Perfume Balms, marking the perpetually viral brand’s first solid fragrance format. Priced at $26 each, the jelly balms are designed for on-the-go application and come in Sol de Janeiro’s signature gourmand and floral Cheirosa 62, 68 and 40 scents.
The jelly balms launched Monday at Ulta Beauty, which on Sunday also welcomed Noyz’s new Mylk de Parfum “fine fragrance milks.” Coming in three scents — Unmute, Detour and Only Human — the $95 milks are similar in consistency to milky facial toners (which are also having a post-Rhode moment), and are infused with hyaluronic acid for a skin-boosting benefit.
Noyz Mylk de Parfum, $95
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Noyz suggests consumers use the milks as a first step in their fragrance routines, followed by a spritz of the brand’s signature eau de parfums, and later, a touch-up using the solids the brand launched in 2025.
Indeed, this proliferation of formats aligns with the proliferating number of steps in consumers’ fragrance routines. This shift has helped propel the category to five consecutive years of growth, with fragrance sales most recently growing 6 and 17 percent in the prestige and mass markets, respectively, through the third quarter of 2025, according to Circana.
The growth of solid fragrances has been even greater, increasing 22 percent in prestige to $49.4 million in 2025. Data from Trendalytics, meanwhile, shows TikTok videos mentioning “solid perfume” see an average weekly increase of 4.5 million views.
Lush’s new Dirty Solid Perfume.
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In January, Lush launched a limited-edition collection of $18 solid fragrances in six of its most viral scents, including Gen Z-loved Sticky Dates, Super Milk and Dirty. Last October, Dior also launched J’adior Solid Perfume sticks modeled after J’adore eau de parfum and J’adore L’Or. This followed the brand’s first foray into solids in December 2024, which featured a trio of Miss Dior scents.
