For decades, the fragrance industry has largely organised its products around a traditional distinction: perfumes for women and perfumes for men.
Floral, sweet and powdery fragrances have often been associated with femininity, while woody, aromatic, spicy or fresh compositions have traditionally been positioned towards men.
However, consumer expectations are changing.
Today, more people are choosing fragrances based on their personality, mood and individual preferences rather than on the gender traditionally associated with a particular scent.
This shift has created an important opportunity for brands looking to develop new fragrance concepts: genderless perfumery.
Developing a genderless fragrance is not simply a matter of removing the words “for women” or “for men” from the packaging. It requires a different approach to formulation, branding, positioning, marketing and product development.
A genderless fragrance needs to communicate an idea that goes beyond traditional gender codes while still having a distinctive personality capable of attracting a specific consumer.
For brands, this represents an opportunity to create products that feel more contemporary, flexible and relevant to an increasingly diverse fragrance market.
But how should a genderless fragrance be developed? Which olfactory families work best? How should the product be positioned? And how can a brand communicate a fragrance without relying on traditional gender stereotypes?
In this article, we explore the key considerations involved in creating a genderless fragrance, from the initial brand concept through to formulation, production, packaging and market strategy.
What is genderless perfumery?
Genderless perfumery refers to fragrances designed and marketed without assigning them specifically to men or women.
Instead of defining a fragrance according to gender, the focus moves towards its olfactory character, personality and emotional appeal.
The consumer is invited to choose a fragrance because they like it, identify with it or connect with the story behind it.
This does not mean that gendered fragrances are disappearing. There is still a strong market for products explicitly positioned towards women or men.
However, genderless perfumery offers brands another way to approach fragrance development. The emphasis moves from:
Who is this fragrance for?
to:
What does this fragrance represent?
This change can have a significant impact on everything from the formulation to the communication strategy.
Genderless does not mean characterless
One of the biggest misconceptions about genderless perfumery is that a gender-neutral fragrance needs to be neutral in every sense.
The opposite is often true. A successful genderless fragrance needs a strong personality.
It can be sensual, mysterious, fresh, sophisticated, vibrant, minimalist, warm or provocative.
What changes is the way these characteristics are communicated.
Instead of relying on traditional gender codes, the brand builds the identity around an emotion, an attitude, a lifestyle or a concept.
For example, a fragrance could be positioned around:
- Freedom
- Creativity
- Confidence
- Curiosity
- Connection
- Individuality
- Adventure
- Minimalism
- Self-expression
- Contemporary luxury
These concepts provide a much broader creative territory than traditional male and female fragrance categories.
The market opportunity for genderless fragrances
The growth of genderless perfumery is closely connected to broader changes in consumer behaviour.
Today’s fragrance consumers are increasingly interested in discovering products that feel personal and distinctive.
They may own several fragrances for different occasions rather than searching for a single signature perfume.
A person may choose a fresh citrus fragrance one day, a smoky woody fragrance the next and a soft musky composition for another occasion. The decision does not necessarily depend on whether the fragrance was originally marketed towards men or women.
For brands, this creates an opportunity to focus on consumer identity rather than consumer gender. This can be particularly relevant for emerging brands looking to differentiate themselves in a crowded market.
Rather than competing directly within established categories, a new brand can create its own territory.
The first step: define the brand concept
Before developing the fragrance itself, the brand needs to define what it wants to communicate. A genderless fragrance should have a clear identity.
The laboratory therefore needs to understand questions such as:
What does the brand stand for?
Who is the target consumer?
What emotions should the fragrance create?
What type of lifestyle does it represent?
What makes the product different from other genderless fragrances?
These questions form the basis of the fragrance brief. The goal is not to tell the perfumer simply that the fragrance should “smell unisex”.
That instruction is too broad.
A more useful brief could describe the fragrance as:
modern, clean, sophisticated and mineral
or:
warm, sensual, woody and mysterious
or:
fresh, energetic, urban and minimalist
This gives the perfumer a much clearer creative direction.
What olfactory families work for genderless fragrances?
There is no specific olfactory family that defines genderless perfumery. Almost any fragrance family can be interpreted without a gendered positioning.
However, some territories offer particularly interesting possibilities.
Citrus
Citrus notes can create fresh, luminous and versatile compositions.
They can be combined with woods, musks, aromatics or spices to create different personalities.
Woody
Woody notes are often used in genderless perfumery because they can provide structure, depth and sophistication without necessarily communicating a traditional masculine or feminine identity.
Aromatic
Aromatic ingredients can create fresh, green or sophisticated profiles.
They can be particularly effective when combined with citrus, woods or musks.
Musky
Musk can provide softness and sensuality while working effectively across different fragrance concepts.
Floral
Floral notes should not automatically be considered feminine. This is an important principle in genderless perfumery.
Ingredients such as jasmine, iris, rose, orange blossom or violet can be incorporated into compositions without making the fragrance exclusively feminine.
The final perception depends on the complete structure of the fragrance.
Spicy
Spices can add warmth, energy and character.
When combined with other olfactory families, they can create sophisticated and highly distinctive genderless compositions.
Breaking traditional olfactory codes
One of the most interesting aspects of genderless perfumery is the opportunity to combine ingredients that have traditionally belonged to different gender categories.
A fragrance might combine:
- Rose and cedarwood
- Iris and leather
- Jasmine and vetiver
- Vanilla and smoky woods
- Citrus and amber
- Musk and spices
- Green notes and creamy accords
These combinations can challenge traditional expectations and create something more contemporary.
This is where the perfumer’s creativity becomes particularly important. The objective is not to deliberately create a fragrance that feels “half masculine and half feminine”. It is to create a coherent olfactory composition in its own right.
The importance of the fragrance structure
The balance between the top, heart and base notes plays an important role in the perception of a genderless fragrance.
The opening may provide freshness and immediate impact. The heart can introduce the central personality of the composition. The base creates depth, longevity and the final impression.
A well-designed structure allows different ingredients to interact naturally rather than making the fragrance feel like a collection of opposing elements.
This is particularly important when the formula combines notes traditionally associated with different gender categories.
The goal is balance without blandness.
Genderless does not mean targeting everyone
Another common mistake is assuming that a genderless fragrance should be designed for absolutely everyone.
This can lead to an overly generic product.
A successful genderless fragrance can still have a very specific target audience.
For example, a brand may target:
- Consumers interested in niche perfumery
- Young urban consumers
- Luxury fragrance buyers
- Design-conscious customers
- Consumers looking for minimalist products
- People interested in self-expression
- Fragrance enthusiasts
The product does not need to appeal to everyone.
It needs to appeal strongly to the right audience.
From genderless fragrance to genderless branding
The formulation is only one part of the project.
If the fragrance is genderless but the branding relies heavily on traditional gender codes, the positioning becomes inconsistent.
The branding should support the same philosophy as the fragrance.
This includes:
- Product name
- Logo
- Packaging
- Colours
- Typography
- Photography
- Advertising
- Website
- Social media
- Point-of-sale materials
A genderless brand does not necessarily need to use minimalist black-and-white packaging. It can use any visual language that reflects its personality.
The important thing is that the design should not automatically categorise the product as masculine or feminine unless this is a deliberate strategic decision.
Packaging plays a major role
The packaging is often the first physical interaction a customer has with a fragrance. For a genderless product, it can become an important tool for communicating the concept.
Instead of relying on conventional visual codes, brands can explore:
- Architectural forms
- Neutral or unexpected colour combinations
- Minimalist typography
- Tactile materials
- Abstract graphics
- Contemporary illustrations
- Refillable formats
- Sculptural bottles
The objective is to make the packaging communicate the identity of the fragrance, rather than simply its supposed gender.
Naming a genderless fragrance
The name can also reinforce the positioning. Traditional fragrance names sometimes use references that immediately suggest a specific gender.
A genderless fragrance can instead draw inspiration from:
- Places
- Concepts
- Emotions
- Materials
- Art
- Architecture
- Nature
- Movement
- Abstract ideas
The name should contribute to the story of the fragrance.
A strong name can help the consumer understand the product before they even smell it.
However, the name should not be so abstract that it becomes disconnected from the brand concept.
The role of the perfumer
Creating a genderless fragrance requires a perfumer who understands the difference between genderless and generic.
The perfumer should not simply remove traditionally feminine or masculine ingredients.
Instead, they need to evaluate how the different materials interact and what overall impression the composition creates. This requires experimentation.
The laboratory may develop several versions with different balances between freshness, warmth, sweetness, woods, florals, musks or spices.
The brand can then evaluate which direction best represents its positioning. This collaborative process is often essential for developing a distinctive final product.
Testing a genderless fragrance with real consumers
Consumer testing can be particularly useful when developing a genderless fragrance.
Instead of asking participants whether they think the fragrance smells masculine or feminine, brands can explore different dimensions. For example:
How would you describe this fragrance?
What emotions does it evoke?
What type of person would wear it?
What occasion would you associate with it?
What words come to mind when you smell it?
These questions can provide much more useful information.
They help the brand understand whether the fragrance communicates the intended concept without forcing consumers into traditional gender categories.
The importance of market positioning
The fragrance market is highly competitive. A genderless concept alone is not enough to guarantee differentiation.
The brand needs to answer an important question:
Why should consumers choose this genderless fragrance instead of another one?
The answer could be based on:
- A distinctive olfactory signature
- Exclusive ingredients
- A strong brand story
- Sustainable production
- Innovative packaging
- A particular lifestyle
- Personalisation
- Luxury positioning
- Accessible pricing
- A niche audience
The fragrance should have a clear reason to exist.
Genderless perfumery and niche fragrance
Genderless positioning is particularly compatible with the world of niche perfumery.
Niche brands often place greater emphasis on artistic expression, unusual compositions and storytelling. This creates an environment where traditional gender categories can become less relevant.
Consumers who are already interested in niche fragrances may be more willing to explore compositions based on curiosity and personal taste rather than conventional market segmentation. For emerging brands, this can create an opportunity to build a strong identity around freedom of choice.
Production considerations
Once the fragrance concept has been validated, the project moves into production.
At this stage, the laboratory needs to ensure that the formulation can be manufactured consistently at the required scale. Important considerations include:
- Raw material availability
- Formula stability
- Manufacturing process
- Quality control
- Production volumes
- Packaging compatibility
- Scalability
- Long-term reproducibility
A fragrance that works beautifully during the development phase still needs to be commercially viable.
This is particularly important for brands that plan to expand internationally. The formulation should be developed with a long-term perspective rather than only around the initial launch.
Genderless perfumery and international markets
One of the advantages of genderless positioning is its potential adaptability across different markets.
Traditional fragrance preferences can vary considerably between countries and cultures.
A concept based on individuality, self-expression or contemporary luxury can potentially travel more easily than a product built around highly specific gender stereotypes.
However, internationalisation still requires careful market analysis.
Consumer preferences, regulations, pricing, distribution and communication can differ from one market to another.
The brand should therefore avoid assuming that a successful concept in one country will automatically perform identically elsewhere.
Sustainability and genderless fragrance
Sustainability is another area that can complement genderless positioning. Many contemporary consumers are increasingly interested in products that reduce unnecessary consumption and offer greater versatility.
A fragrance designed to be shared or used by different people can fit naturally into this mindset.
However, sustainability should not be used simply as a marketing claim. If it forms part of the brand strategy, it should be reflected throughout the product:
- Ingredients
- Packaging
- Refill systems
- Manufacturing
- Distribution
- Product lifespan
A coherent strategy is much more credible than isolated sustainability messages.
Personalisation: the next opportunity
Genderless perfumery can also connect with the growing interest in personalisation. Once the brand moves away from rigid categories, it becomes easier to communicate fragrance as an expression of individual identity.
This opens possibilities such as:
- Fragrance discovery services
- Layering concepts
- Personalised recommendations
- Modular fragrance collections
- Limited editions
- Custom fragrance development
The consumer is no longer simply choosing between “men’s perfume” and “women’s perfume”.
They are choosing the fragrance that best reflects who they are or how they want to feel.
Common mistakes when developing genderless fragrances
Genderless perfumery offers significant opportunities, but brands need to avoid several common mistakes.
Creating a fragrance that is too neutral
Trying to make the fragrance appeal to everyone can result in a composition without a strong identity.
Removing all traditionally gendered notes
There is no need to eliminate floral, woody, sweet or spicy materials simply because they are associated with a particular gender.
Treating genderless as a marketing trend
The concept should be integrated into the product and brand strategy rather than used simply as a label.
Neglecting the target audience
Genderless does not mean audience-free.
The brand still needs to understand who it wants to attract.
Focusing only on the fragrance
A genderless positioning must be reflected in the packaging, naming, communication and overall brand experience.
Forgetting commercial viability
A creative fragrance still needs to be stable, reproducible and scalable.
How to build a strong genderless fragrance brand
The strongest projects are usually those where fragrance, branding, market positioning and production are developed together.
The process can be structured around several key stages:
Brand concept: define what the fragrance represents
Target audience: understand who will connect with the product
Olfactory brief: translate the concept into a fragrance direction
Formulation: develop and refine the composition
Consumer testing: evaluate perception and positioning
Branding: create the name, visual identity and packaging
Production: ensure quality and scalability
Launch strategy: communicate the fragrance to the right audience
This integrated approach helps prevent the fragrance from becoming disconnected from the rest of the brand.
The future of genderless perfumery
The evolution of fragrance consumption suggests that the boundaries between traditionally masculine and feminine perfumery will continue to become more flexible.
Consumers increasingly have access to more choices and are less dependent on traditional categories when selecting products.
For brands, this creates an opportunity to develop fragrances around identity rather than gender.
The most successful genderless fragrances will not necessarily be those that simply avoid traditional conventions.
They will be the ones that create a strong concept, a distinctive olfactory signature and a compelling reason for consumers to connect with the brand.
The laboratory as a strategic partner
Developing a genderless fragrance requires more than creative ideas.
The project needs to combine perfumery expertise, formulation, market understanding and production capabilities. A specialised laboratory can help transform an abstract concept into a commercially viable fragrance.
From the initial briefing through to formulation, testing and production, each stage contributes to the final identity of the product.
The objective should not be to create a fragrance that is simply “for everyone”. It should be to create a fragrance that people choose because it represents them.
Conclusion
Genderless perfumery represents an important opportunity for brands that want to move beyond traditional fragrance categories.
Creating a genderless fragrance does not mean removing personality or making a product completely neutral.
It means shifting the focus from traditional gender associations towards identity, emotion, lifestyle and self-expression.
The most successful concepts combine a distinctive fragrance with coherent branding, attractive packaging, clear market positioning and a production strategy capable of supporting long-term growth.
For brands, this approach can open the door to new audiences and create more flexible products capable of adapting to changing consumer expectations.
At MS PARFUM, we help brands develop customised fragrance concepts from the initial creative brief through to formulation and production.
Because the future of fragrance is not necessarily about choosing between “for him” or “for her”.
It is about creating a scent that feels unmistakably you.