The 10 Prestige Fragrance Brands That Sold the Most in April

Spring has sprung, and so too have the season’s frontrunners in prestige fragrance.

Data from predictive commerce insights platform Daash Intelligence shows that YSL Beauty came out as the number-one brand by prestige fragrance sales in April, capturing 8.8 percent of share. The brand also dominated at a product level, with four of the top 10 fragrances sold during the month belonging to YSL.

Those were: Myslf, Libre, Y eau de Parfum and Myself Le, three of which are men’s fragrances.

In terms of methodology, Daash Intelligence estimates are generated from a combination of scraped consumer behavior panels; publicly available retailer data; ad spend, and social data. The estimates show that eight of the top 10 brands in April were designer fragrance brands, with Kayali and Sol de Janeiro being the lone exceptions.

“Heritage brands still lead in dollars, but disruptive brands continue to win on volume,” said Melissa Munnerlyn, cofounder and chief marketing officer of Daash Intelligence.

For instance, Sol de Janeiro ranked number-three by dollar sales, but was the top brand by units sold, commanding roughly 13.8 percent share of products. Kayali ranked fourth in dollars, but tied with YSL in units at roughly 5.8 percent.

Overall though, prestige fragrance remains a pretty fragmented market, with no brand reaching more than 8.8 percent share, and no product reaching more than 1.4 percent share. The prominence of Kayali, Sol de Janeiro and Burberry — mainly driven by its triple-vanilla Goddess Eau de Parfum — indicate interest in gourmands is still riding high.

It’s worth noting that from a retailer perspective, all 10 of the top 10 brands sell at Sephora. Nine sell at Ulta Beauty (Kayali being the exception). Only Sol de Janeiro and Armani Beauty operate official Amazon storefronts, though all are sold via resellers on the platform, and Sol de Janeiro is the only brand on TikTok Shop, where it has sold more than 30,000 units to date.

The top 10 prestige fragrance brands by estimated share of category sales in April, per Daash Intelligence.