Syncly Social Index
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Fragrance
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Fragrance on video, September 2026
Fragrance video turned to fall in September. Fall scents more than doubled their share, and gourmand, spicy, pumpkin and cozy notes rose with them, while summer scents and perfume oils faded. YSL tops the Syncly Social Index for fragrance, ahead of Valentino and Sol de Janeiro.
What videos are talking about
Fall arrived early. Fall and autumn scents grew 120% in share of beauty videos vs August. Pumpkin and chai (+64%), gourmand (+33%), spicy notes (+31%) and tobacco (+31%) followed, while summer scents fell 20%.
Vanilla leads the notes. Vanilla is the most-mentioned note and grew 16%. Vanilla and gourmand scents together reached 3.2% of beauty videos, rising for four months straight.
Mists and classics lead products. Sol de Janeiro's Cheirosa and Delícia mists appeared in more videos than any other fragrance, more than twice the next. Among designer scents, Armani Stronger With You (+37%), Miss Dior (+35%) and YSL Libre (+31%) grew fastest, while YSL Black Opium (−13%) lost share.
Fastest-rising ingredients
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1 | YSL | 74.2 | 10% | +30% |
| #2 | Valentino | 68.9 | 8.5% | +43% |
| #3 | Sol de Janeiro | 61.1 | 16% | +11% |
| #4 | Byredo | 59.5 | 15% | +13% |
| #5 | Dior | 53.9 | 9.2% | +13% |
| #6 | Carolina Herrera | 51.1 | 10% | −13% |
| #7 | Armani | 42.8 | 7.5% | +19% |
| #8 | Chanel | 42.2 | 8.8% | −10% |
| #9 | Lattafa | 33.6 | 7.3% | +2.3% |
| #10 | Kayali | 30.3 | 7.6% | +3% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
Cheirosa / Delícia perfume mistsSol de Janeiro | Fragrance | 972 | +9.7% |
Mojave Ghost / Gypsy Water / Bal d'AfriqueByredo | Fragrance | 421 | +9.2% |
LibreYSL | Fragrance | 383 | +31% |
fine fragrance mists (brand-level)Bath & Body Works | Fragrance | 375 | +3.7% |
Good GirlCarolina Herrera | Fragrance | 362 | −2.4% |
No.5Chanel | Fragrance | 334 | +7.7% |
Stronger With You (upper bound)Armani | Fragrance | 322 | +37% |
Born in RomaValentino | Fragrance | 302 | +14% |
Coco MademoiselleChanel | Fragrance | 225 | −11% |
Miss DiorDior | Fragrance | 215 | +35% |
La BombaCarolina Herrera | Fragrance | 204 | +13% |
SauvageDior | Fragrance | 195 | −4.3% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
