Gen Z's love for perfume is boosting sales

See preferred supplements across different countries in 2025, by generation

Millennials and Gen Z typically took more supplements than other age groups across vitamins, proteins, minerals, and herbal supplements, according to 2025 data from a Global Consumer Insights Survey conducted in 55 countries. Roughly two-thirds of Gen Z respondents stated they'd taken vitamins in the past 12 months. (Some users may experience a paywall.)

Americans spent $6.6 billion on body odor products in 2023

This high figure from Euromonitor, a research firm, suggests Americans spent more on deodorant than in any other country. Beyond deodorant, there's also growing interest in "whole body" deodorant designed to mask smells from various parts of the body beyond the armpit.

Roughly 62% of US adults under 30 say they use TikTok

A Pew Research Center publication reports that most members of Gen Z use the app. That's significantly more than other age groups: 39% for those ages 30 to 49, 24% for those 50 to 64, and 10% for those 65 and older.

Gen Z is drinking less alcohol than older generations.

Carboxylic acids are one reason teens are smelly

Scientists compared the smells of babies and teenagers and identified some of the compounds that make teens smelly. Carboxylic acids present in teens, they wrote, seemed to give off an "earthy, musty, or cheesy" scent. This 2024 research could help inform future odor-control products.

American Express is targeting Gen Z, who are generally less risk-averse than older generations

Unlike Millennials, who grew up during the Great Recession in 2008, Gen Z has a higher risk appetite and has grown up with more gamified spending platforms, like online gambling and prediction markets. Analysts say Gen Z's risk appetite makes them prime targets for credit card companies like American Express that can sell younger customers on large benefits in exchange for annual fees.

A quarter of Gen Z eats organic food

A 2025 YouGov poll found that 25% of Gen Z US adults eat organic food, while 10% say they follow a whole-foods diet, meaning they seek out foods that are minimally processed.

Estée Lauder once broke a bottle of the hit perfume 'Youth Dew' to convince French department stores to carry the product

Youth Dew, originally launched in 1953 as a bath oil, was wildly successful in the American market and one of the early products that cemented Estée Lauder as a luxury cosmetics brand. When the Galeries Lafayette in Paris hesitated to sell the perfume, Lauder "accidentally" broke a bottle of Youth Dew, causing the smell to spread throughout the department store. Shoppers began asking for the scent, and the department store agreed to sell it.

Gen Z eats more Chipotle than other generations

The brand’s proficiency with social media and relatively low price point make Chipotle a favorite among younger diners. Individual assembly also makes it easy to cater to various diets.

Gen Z is increasingly interested in running marathons

The race has become a popular event for young people. Over 12,000 20-somethings signed up for the New York Marathon in 2024. That's a significant increase from 2023 (9.987) and 2022 (8,039).

Some Gen Z men are obsessed with ‘American Psycho’

If you’ve ever spent any time on finance-themed meme pages, you’re likely already aware that today’s young men have a fascination with the serial killer main character of the movie "American Psycho." Find out what it is about the satirical representation of the late-1980s Wall Street investment banker-type that resonates with Gen Z men.

Hormone and peptide compounds imported from China soared in 2025

US customs data indicates that these imports doubled to $328M in the first three quarters of 2025, from $164M in the same period of 2024. The imports include GLPs, among other products. (Some users may experience a paywall.)

'Fragrantica' is a perfume encyclopedia with innovative features

Search perfumes by notes (citrus, magnolia, etc.), designers, location, popularity, and more, and stay up to date with the latest perfume news with this international passion project. Each perfume is broken down into its "accords" or blends of ingredients so you can learn the many scents that go into each fragrance. A must-have stop for anyone curious or passionate about fragrances.

Consumers are buying more books now than they were 20 years ago, thanks to a 2020 boom and a popular literary corner on TikTok.

1 in 15 adults over age 40 experience phantom odors

This phenomenon was measured in a 2018 study that examined the prevalence and risk factors for phantom odor perception. Older adults were less likely to experience these phantom odors as they age, just as their overall sense of smell declines. Women are more likely than men to perceive phantom odors.

Despite record-high housing costs, Gen Z homeownership is surging

Many Gen Z homeowners have compromised on location and tightened their expenses to make buying a home possible. In 2025, 4% of homebuyers were Gen Z, up from 3% the year before.

Why young people in the UK are hanging out at saunas

In the UK, Finnish-style saunas doubled from 45 to over 100 in 2024. This recent surge is driven by young people seeking healthy and affordable spaces to meet others and socialize. While Gen Z also turns to sobriety more due to costs and health concerns, these rejuvenating leisure spots are providing a perfect home to alcohol-free gatherings. Read more about the rising trend here.

Americans only became intolerant of body odor in the last century

Daily bathing only became a societal norm in the last century. Today, Americans routinely bathe and buy more deodorant than any other country, spending roughly $6 billion annually on odor-reducing products. The rise of industrialized soaps, deodorants, and antiperspirants—and extensive marketing around them—stimulated this demand.

TikTok's personalized algorithm activates the brain's reward system

A 2025 Washington Post study found that 75% of the TikTok users it studied nearly doubled their time spent on the app within a month. Experts in design and psychiatry say this is due to the app's interface and algorithm, which, after learning about the user's preferences, recommend videos more likely to activate that person's dopamine reward system than non-personalized suggestions.

Read why Gen Z is saving more for retirement than older generations

Despite more and more Americans taking money from their retirement funds to cover expenses, many members of Gen Z are investing more in their retirement. Part of the reason for increased savings amongst this generation could be better-designed retirement plans.

TikTok boasts nearly 1.8B monthly users

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

The science (and scams) behind essential oils

Essential oils are a big business, with industry estimates pegging its market size at $10B last year—a number expected to double by 2030. These distilled plant compounds have a long history of both legitimate and exaggerated uses, and many marketed oils are, as the author of this long read claims, just selling wish fulfillment. Revisit some of the history and contemporary use of essential oils with this piece.

Billie Eilish and TikTok helped inspire a bossa nova resurgence

Eilish's 2021 song "Billie Bossa Nova" along with a handful of other younger artists, like Laufey and Beabadoobee, have inspired Gen Z's interest in the genre, with the music soundtracking tens of thousands of videos on TikTok.

Why romantasy is so popular on social media

Much of romantasy's success is thanks to social media, especially TikTok, where posts tagged as #BookTok or #Romantasy often propel titles to mainstream popularity. This deep dive into the trend interviews fans and marketers to explain why the genre's steamy content does so well online.

Read a study documenting how 'old people' smell increases with age

Analysis of body odors from individuals aged 26 to 75 confirmed that 2-nonenal, an unsaturated aldehyde with an unpleasant, greasy, and grassy odor, was detected only in subjects aged 40 and older.

Writers like Colleen Hoover and Emily Henry have propelled romance to become the most popular genre in publishing, generating over $1B annually.

Humans may be able to distinguish more than one trillion scents

That's according to one estimate published in 2014. This figure far exceeds earlier estimates of a human smelling ceiling around 10,000 odors. The newer figure is derived from experiments in which volunteers agreed to sniff varying scents. Researchers mixed odor components and had volunteers sniff the brews to detect subtle scent differences. (Some users may experience a paywall.)

Buy now, pay later loans from 'BNPL' companies—which allow online shoppers to buy something immediately and pay for it in installments—are becoming more popular, with nearly half of millennials and Gen Zers using them.

Cancer rates are on the rise among GenXers and Millennials

Cancer rates are rising among Gen X and Millennials, with more cancer diagnoses being made in their 30s and 40s than previous generations. Factors such as prenatal exposures, environmental toxins, and lifestyle choices may contribute to this trend. Memorial Sloan Kettering Cancer Center's experts discuss these issues, exploring how these insights could reshape cancer risk understanding.

Find out what salary makes each generation 'upper class' today

For instance, as of 2026, Gen Zers are considered upper class in lower-cost-of-living areas when they start making around $110K per year. In areas with a higher cost of living, they're considered upper class once they make $130K to $150K or more per year.

In a survey of US Gen Z workers, 53% were freelancing for at least 40 hours per week

Overall, Gen Z has a pretty different attitude about work from previous generations, partly because of the economic hardship they’ve witnessed being born into the Great Recession and coming of age during the COVID-19 pandemic.

The 'dupe' economy is fueled by the youthful thrill of thrift

Historically, you don't want people to know you have a knock-off luxury item. But today's younger generations are embracing the "dupe" economy, an open celebration of luxury knock-off items where consumers are proud to pay less for something roughly equivalent to premium brand offerings.

Advent calendars have become a major seasonal driver for brands

Companies now treat Advent calendars as key holiday products, expanding production as demand surges across categories. Retail data shows beauty and self-care calendars consistently rank among the most popular, as some brands report selling out yearly, and retailers order months in advance.

Amazon is the most-loved brand among baby boomers

Macy's ranked at number five for the oldest generation alive today, whereas Gen Xers have Apple in their number one slot. This data visualization outlines the most-loved brands among baby boomers.

In 2023, Americans spent more than $50B on weight loss drugs, a number expected to triple or more by the end of the decade.

Girls are hitting puberty earlier than ever before

Around the world, there has been a spike in children—especially girls—experiencing early puberty and doctors are seeking to understand why. The rise has been particularly strong post-2020. Early-maturing girls are at a higher risk for developing...

Unpacking the rapid rise of romantasy, the genre that blends fantasy and romance

The subgenre—primarily aimed at female readers and sometimes bordering on erotica—has become a sensation, due in no small part to its popularity on social media platforms like TikTok. Writers like Sarah J. Maas and Rebecca Yarros harken back to early Gothic works, which similarly sought to combine the supernatural and the erotic.

Gen Z prefers hybrid work over being fully remote

Contrary to popular belief, the younger generation is more likely than their older peers to want employees in the office more often. Millennials seem to have the strongest personal attachment to remote work among the generations, with 41% of remote-capable millennials saying they would be "extremely likely" to look for another job if remote options were partly or entirely eliminated at their workplace.

After making its US debut in 2015, Shein's sales surged during the pandemic—in 2023, the fast fashion company was valued at roughly $66B.

'Old people' smell is real—it's a chemical buildup when fatty acids on the skin oxidize

The chemical composition of body odor seems to change with age. Later in life, we harbor higher concentrations of a chemical compound called 2-nonenal that forms when omega-7 fatty acids on the skin oxidize, and the skin's natural antioxidant defenses weaken. Commonly called "nonenal", it's the smell widely associated with aging, and it's often described as a grassy or greasy odor.

Tequila overtook whiskey as a top US spirits subcategory in 2023

Tequila sales in the US totaled $6.5B in 2023, surpassing whiskey's $5.3B. The shift was partially driven by premiumization, with the majority of supplier revenues coming from premium and super-premium tiers and brands.

12% of adults were taking injectable GLP-1 for weight loss according to 2025 survey

Weight loss injectable use rose sharply between 2024 and fall 2025. The percentage of adults who reported taking this class of medicine specifically for weight loss increased to 12.4%, compared with 5.8% in February 2024 when Gallup first measured it.

Inside the rise of focus music

Any casual YouTube or Spotify user has likely stumbled upon a playlist called "lo-fi beats to study and relax to" while searching for new music. Those "lo-fi beats" actually represent a growing genre of music called "focus music." Spotify, for instance. saw a 50% increase in listening time for focus playlists in its 2023 Wrapped report. This article explains why productivity tunes are on an upswing right now. Read it here.

Nearly 42% of Gen Z workers have shared their salary with a coworker, compared to just 19% of Baby Boomers.

The most unique-smelling places on Earth

Have you ever picked a travel destination by smell? This Atlas Obscura piece cultivates a list of the most distinct-smelling spots in the world. Learn about these obscure scents to potentially book a trip to a spring that smells like rotten eggs, or a desert valley filled with frankincense trees.

Testosterone prescriptions remain very low overall

Though demand for an injectable formulation of testosterone roughly doubled between 2019 and 2025, testosterone prescriptions still remain very uncommon—adding up to less than 2 per 100,000 prescriptions in 2025.

Scent is a stronger memory trigger than sight

Smell is imbued with more emotion than visual memories, and research indicates that smell triggers a significantly greater effect on amygdala activation. Scientists believe these powerful responses occur partly because smell signals bypass the thalamus and go directly to the amygdala and hippocampus, brain areas involved in emotion and memory.

The average 401(k) balance for Gen Zers was $13K as of Q3 2024

For millennials, the average 401(k) plan balance was more than $66K at the time. It's worth noting that retirement savings goals are often much higher than what many people actually have saved.

Paul Broca, a French brain researcher in the 19th century, hypothesized that humans evolved to trade in our "bestial sense" of smell for higher brain capacity.

Girl Scout cookies are so successful because buying them feels like giving to charity.

The program generates $800M a year not because the cookies are exceptional, but because the salesforce makes refusal feel like a moral failure.