Young New Zealanders are increasingly investing in fragrances as a form of self-expression, with some individuals spending thousands of dollars on high-end perfumes and niche brands. This trend is being driven by social media platforms such as TikTok, where influencers and celebrities promote luxury fragrances as a way to enhance personal style and confidence. Van McCourt, a 19-year-old from Christchurch, has built a fragrance collection worth approximately $5,000. His collection includes perfumes from luxury brands such as Guerlain and Yves Saint Laurent, as well as niche brands like Sospiro. McCourt says that fragrances allow him to express his personality and make a statement about who he is. The rise of the fragrance industry among young people is also being supported by artisan perfume studios such as Fragranzi Artisan Perfume Studio in Christchurch, where customers can create their own unique scents. This personalized approach to fragrance is appealing to younger consumers who value individuality and self-expression. Social media influencers and celebrities are playing a significant role in shaping this trend. For example, Noel Thomas, a popular TikTok influencer, has been seen promoting various fragrance brands, encouraging his followers to invest in high-end perfumes as a way to elevate their personal brand. The growing interest in fragrances among young New Zealanders is also being supported by the increasing availability of niche and luxury perfumes in local markets. This has led to a rise in small businesses specializing in fragrance retail and customization, catering to the unique tastes and preferences of younger consumers. Overall, the fragrance industry is becoming an important part of self-expression for young New Zealanders, with social media and artisan perfume studios playing a key role in shaping this trend.