Gender-Free Fragrances Becoming Mainstream, Market Observers Say

Gender-neutral fragrances are becoming more popular, as younger consumers continue moving away from conventional “sexist messaging” previously used by marketers. With 950 out of 1,000 new niche launches aimed at no particular gender, the growing trend owes its existence to Calvin Klein's launch of the unisex fragrance CK1 in the 1990s. Strengthened by Hollywood in the 19th and 20th centuries, marketing strategies for promoting women's and men's fragrances would be considered offensive today, according to market executives, such as perfumer Ben Krigler and PHLUR CEO and president Eric Korman. Some of the popular gender-free fragrances today include Atelier Cologne, Jo Malone London, and Ex Nihilo.