Premium Magnificence Information – After the slowdown following the post-COVID peak, how is the US fragrance market performing?
Jean Madar – Throughout the pandemic, the US fragrance market underwent a serious transformation, pushed by the rising consciousness that perfume supplies a second of escape and self-care. There was a dramatic shift in shopper conduct, notably with regards to on-line procuring, as customers bought fragrances with out having the ability to scent them first.
Then, till 2024, perfumes had been the standout development engine in US magnificence, typically outpacing make-up and skincare with double‑digit features. In 2026, perfumes are anticipated to stay a key development driver, however at extra regular ranges. We stay cautiously optimistic for the approaching yr.
Premium Magnificence Information – What are the precise consumption patterns of the US and EU markets?
Jean Madar – There are just a few key variations. American buyers overwhelmingly choose on-line procuring and love testing new fragrances and reward units. Increasingly customers are turning to AI instruments to search out the best perfume for them and get personalised suggestions. They make in depth use of social media, notably TikTok, as a method of discovering and buying new fragrances. Additionally they have a better urge for food for superstar manufacturers.
Europeans have additionally embraced social media, with TikTok and Instagram being important platforms for exploring new fragrances, however they nonetheless place nice significance on testing at factors of sale, reflecting an extended custom of fragrance as a luxurious craft.
Premium Magnificence Information – How are US tariffs impacting what you are promoting?
Jean Madar – They have an effect on each side of our enterprise. The rise in US import tariffs mechanically raises the prices of just about all key elements of our enterprise: perfume oils, alcohol, glass bottles, sprayers, and packaging. This places strain on margins and disrupts the provision chain. We need to take up these prices via inner effectivity features somewhat than growing costs for customers, however in some instances, selective worth will increase and operational changes could also be obligatory.
Premium Magnificence Information – Interparfums’ model portfolio is split between Europe, with Interparfums SA, and the US. What share of your gross sales within the US market come from European manufacturers?
Jean Madar – For the US market, roughly 70% of our gross sales come from European operations and 30% from US operations. [1]
Premium Magnificence Information – On this context, how is manufacturing structured? What is going to occur particularly for Nautica and Beckham, the 2 licenses you’ve gotten simply signed?
Jean Madar – With our manufacturing technique, we goal to be as shut as attainable to shopper markets. For the Beckham and Nautica manufacturers, we shall be taking orders from April 2028 and January 2030, respectively. Though nonetheless underneath analysis, the manufacturing construction ought to stay aligned with this precept.
Premium Magnificence Information – How do you see the US market evolving within the coming years?
Jean Madar – We anticipate continued development in on-line perfume discovery and buy, whether or not via social media platforms or AI. Shoppers are more and more searching for personalization, which they discover by layering fragrances, but additionally via personalised suggestions primarily based on AI.
These are highly effective channels for discovery, however bodily retail will stay simply as vital. Quite the opposite, retail stays a necessary level of contact. So, for a model, storytelling have to be coherent on-line and in-store, to supply customers an immersive and constant model expertise.
To achieve success, manufacturers should encourage want, whether or not as a gateway into the world of an iconic vogue home or that of a star. We’ll proceed to develop our portfolio to keep up desirability throughout all our manufacturers.
