The 3 Moves That Decide Who Wins Peak 2025

Plus: Gen Alpha turns fragrance into a status play

Author

Avinash Duggempudi
October 08, 2025 • Estimated Reading Time: 5 minutes

Fragrance Focus

Here's what's happening this week in the world of fragrance and luxury beauty marketing:
- Harry’s moves into cologne with Mane-built trio.
- TikTok Shop proving lucrative for fashion brands.
- Armani Sì goes intense with sustainable sourcing.
- Squishmallows scents hit Ulta at $58.
- Indiehouse leans into experiential niche launches.

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

📌WEEKLY MUST-KNOWS

Harry’s officially enters the fragrance category with a three-scent cologne line built with Mane and premium packaging cues like weighted aluminum caps and frosted glass. The move leverages Harry’s existing “scent equity” from body care and signals rising competition for established men’s fragrance players. Retailers and designers should note the blend of mass accessibility with elevated design as a positioning play.

TikTok Shop’s live selling has become a core revenue engine, with 8 million hours of Lives in 2024 and brands posting seven-figure results via creator and seller streams. This shifts budgets toward live, affiliate, and creator-hosted commerce while proving success beyond “instant-result” categories. CMOs and performance teams must build live-specific launch plans, inventory holds, creator enablement, and measurement.

Armani refreshes its flagship Sì with an Intense edition blending Madagascar vanilla, blackcurrant nectar, rose Damascena, and a suede accord crafted by perfumer Julie Massé, with sustainably sourced ingredients and ambassador Cate Blanchett. The upgrade reinforces premiumization plus eco-cred in a core global pillar. Department stores and Sephora should see renewed demand and content hooks around sustainability and storytelling.

CATEGORY OUTLOOK
Home Fragrance Market Set To Hit $17.27B By 2032
New analysis points to steady home fragrance growth through 2032 driven by wellness, natural ingredients, and e-commerce, with innovation in smart diffusers and biodegradable packaging. The outlook suggests cross-category expansion opportunities for beauty brands to extend sensorial ecosystems into the home. Brands, suppliers, and retailers can capitalize via subscription models, gifting, and elevated design.

⚡QUICK READS

Squishmallows Fragrances Target Gen Alpha At Ulta: The $58 scents tap EmotiWaves “mood tech” and collectible packaging, signaling a formal tween fragrance segment with gifting upside.(More)

Pokemon Body Fantasies Debuts In Japan: Limited-run PokéPeace body sprays across eight scents at 605 yen lean into in-store receipt-based promotions, driving footfall and collection behavior.(More)

Indiehouse Hosts Fall Fragrance Showcase: The Southeast debut of Maison Mataha and fall reserve previews highlight indie retail as a discovery and sampling engine.(More)

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