Last year, black cherry was the fruit of the season—nails and lips were drenched in the moody color, and pulse points spritzed with the juicy fruit’s aroma. This year, the crown has been passed to the strawberry.
Something is definitely in the air: At luxury LA grocer Erewhon, you can buy a single strawberry grown in the Tochigi Prefecture of Japan for $19. (Some say it’s actually worth the splurge.) By contrast, fruit from the cult brand Oishii—which translates to “tasty” in Japanese—is a steal: a box of Omakase Berries comes in at $20 for 11. And Flamingo Estate has brought back its bestselling Harry’s Berries collaboration, a fist-sized jar of dried strawberries sprinkled with guajillo and lime.
The trend has expanded beyond the world of gastronomy, however, with the strawberry becoming one of the most-searched fruits in the world of beauty—especially when it comes to perfume.
“Consumers still crave the appeal of food-inspired scents, but alongside overtly dessert-like fragrances, they’re now also gravitating toward fresher, more nuanced fruit notes like fig, pear, and citrus,” says Mathilde Riba, an analyst at online trend-tracking engine Spate. She adds that the interest in strawberry perfumes has grown by 19.9% compared to last year.
Clearly, strawberries are 2025’s status fruit: Now, all you have to do is decide exactly how you want your strawberry scent served up.
For a few brands, traditional was the way to go. J-Beauty brand Iota went straight to the source (which is to say, to Oishii) and created a scent inspired by Omakase Berries for its barrier-friendly body wash. At Nest New York, the entire strawberry plant is put to work in the Santa Barbara Strawberry Perfume Oil, the blooming flower, wood, and fruit all blended into one.
There are also the more spiritual takes on strawberries. Malin + Goetz’s Strawberry eau de Parfum, which launched last year, has a top note of mara strawberry, but jasmine flower, bergamot, and orris root round out the scent bouquet to make it more green, less fruity. Juliette Has a Gun’s Miami Shake was made for those who want the sweetness of a strawberry—the scent is juiced up with vanilla. And in Burberry’s Her Elixir, ripe fruit begets ripe fruit—blackberry is added in along with vanilla for a sophisticated take on a strawberry milkshake.
Riba adds that this shift will likely be mirrored in makeup trends, too, so you can expect to see a revival of beauty trends like 2023’s “Strawberry Girl” makeup.
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