Beauty trends
Sep 30, 2026FragranceTikTokCooling

Rare Beauty Perfume on TikTok: What People Are Saying

Launch-first perfume buzz with cause-led spikes; the underfed win is simple scent explainers that answer real questions fast.

Last 4 weeks

-29%

Google searches vs 26 Jul to 29 Aug

Total social media mentions

~150K

TikTok, last 12 months

Views

~96M

on posts about this trend

Best post this month

2M

views · watch it ↗

Search, last 12 months

What people post about

Consumer reviews25% of posts6.2% averageOpeningExample ↗
Rare Beginnings notes21% of posts7.4% above averageOpeningExample ↗
Signature scent4% of posts6.6% averageOpeningExample ↗
Retail launches24% of posts7.2% above averageProvenExample ↗
Travel sprays8% of posts4.3% below averageCrowdedExample ↗
Easy packaging4% of posts5.7% averageCrowdedExample ↗
Layering balms11% of posts5.8% averageSkipExample ↗
Body collection3% of posts4.5% below averageSkipExample ↗

Opening engages well, few people post it. Proven engages and reaches. Emerging only a few posts so far, too early to judge. Crowded lots of posts, weak engagement. Skip low on both. Engagement = median rate, this trend averages 6.2%.

Post this

Three ideas built from the angles, formats and hooks that work for this trend.

1

Pear to Vanilla Explained

On screen beat by beat: pear nectar, white florals, warm vanilla. One line contrasts the original gourmand, then wrist sniff close up.

Text on screen onlyCuriosity hookRare Beginnings notes
Example TikTok post by @rarebeautySee an example · 140K views ↗
2

POV: The Scent Reveal

POV ask a friend’s scent, quick cuts reveal Sephora app early access dates and donate days, end with who you’d gift prompt.

Skit or POVRelatability hookRetail launches
Example TikTok post by @kayla.ryannSee an example · 650K views ↗
3

Fast Rare EDP Q and A

VO over bottle, answer viewer questions on vibes, projection, and comparisons to Burberry Goddess using yes no cards and note overlays.

Voiceover with b-rollQuestion hookConsumer reviews
Example TikTok post by @sabsaysalotSee an example · 1.7M views ↗

How to post it

Talking head dominates at 47% of posts. Voiceover with b-roll earns the best engagement (8.7%).

Talking head47% of posts · 5.6% ER
Most used
TikTok post by @vvkaplan: this scent is so comforting & 100% signature scent worthy 🙈✨🫶🏼🤍🍮 Rare Eau de Parfum by…TikTok post by @bewareofpity: The most popular fragrance of the year 🏆@Rare Beauty @sephora
Product showcase or unboxing22% of posts · 6.2% ER
TikTok post by @rarebeauty: me unboxing everything before i even take my shoes off @Selena GomezTikTok post by @rarebeauty: Feel Seen: Fresh honeydew and crisp ocean breeze. The new scent comes in two formulas: 🍈…
Voiceover with b-roll7% of posts · 8.7% ER
Best ER
TikTok post by @lilimadrigal_: Whether it’s cafecito at home or on the go moments with mami, the @Rare Beauty perfume is…TikTok post by @thefemmeobsession: New perfumes coming at you in 2026! 🗣️🚨 Featuring @Lakeandskye @byrosiejane…

Do more of this

  • Text on screen only11.9%3% of posts
  • Skit or POV10.8%4% of posts
  • Voiceover with b-roll8.7%7% of posts

Skip this

  • Urgency hook1.3%2% of posts
  • Story Opening hook2.4%3% of posts
  • Slideshow or carousel3.4%7% of posts

Median engagement rate; this trend averages 6.2%.

Posts to learn from

The posts that beat this trend's engagement, and how they were made.

Text on screen onlyCuriosity hook
Text on screen onlyCuriosity hook
Product showcase or unboxingEmotional Trigger hook
Skit or POVRelatability hook
Product showcase or unboxingCuriosity hook
Talking headTransformation Promise hook

Who to work with

Selena GomezSelena Gomez@selenagomez20MviewsRare BeautyRare Beauty@rarebeauty7.3MviewsVictoria KaplanVictoria Kaplan@vvkaplan3.4MviewsMalissaMalissa@bewareofpity2.9Mviewsamber °‧ 𓆝 𓆟 𓆞 ·｡amber °‧ 𓆝 𓆟 𓆞 ·｡@amber.nic0lle2Mviews

Brands in the conversation

What people ask

Does it work5

  • Am I going to like this new perfume?
  • Should I try the new Rare Beauty perfume?
  • Does this smell good?

How to use it4

  • if you’ve used them before… any tips?
  • Have you tried it yet?
  • Have you tried this one yet?

Comparisons3

  • Rare beginnings vs. rare edp: how do they compare?
  • Wait, everything actually smells the same?
  • Is this more of a rose-scented dryer sheet?

What is it3

  • new rare beauty perfume?!
  • What does the bottle feel like?
  • Wait, what's that warm vanilla scent?

Where to get it1

  • Is it accessible?

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