Syncly Social Index
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Fragrance
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Vanilla & gourmand perfumes on video, September 2026
What is vanilla & gourmand?
A gourmand perfume smells edible: vanilla, caramel, chocolate, praline, pistachio or other dessert-like notes. Vanilla is the backbone of the family, and most gourmands pair it with warm notes like amber, tonka or musk.
On short-form video, gourmands are sold as fall and cozy scents and as date-night perfumes, and creators often describe them by feel: sweet, warm and creamy are the words most often used alongside them.
Share of category videos by month
Monthly share of category videos that mention the term.
Top videos
The most-viewed videos mentioning the term this month.
Which brands own the conversation
Share of the term’s videos that mention each brand.
Most-mentioned products
Products named most often alongside the term.
| Product | Videos |
|---|---|
Phlur Vanilla Skin | 159 |
Sol de Janeiro Cheirosa perfume mists (59/62/68) | 154 |
Valentino Born in Roma | 110 |
YSL Libre | 105 |
Burberry Goddess | 87 |
Kayali Vanilla 28 | 84 |
Victoria's Secret Bare Vanilla | 81 |
YSL Black Opium | 70 |
Carolina Herrera Good Girl | 68 |
Kayali Yum Pistachio | 54 |
Said in the video, not the caption
How often the term is only spoken or shown on screen, with no caption or hashtag mention.
How creators explain it
What videos say when they describe the trend.
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Hooks that open the videos
The opening line or visual each video uses, with an example for each hook type.
What this means for marketers
No brand leads
No brand appears in more than 6% of vanilla and gourmand videos, so the category has no clear leader, unlike blush (Rhode, 20%) or air stylers (Dyson, 72%).
Notes live in the video
60% of sampled videos say vanilla or gourmand only on screen or out loud. Tracking by notes in captions or hashtags misses most of the conversation.
Layering is the breakout angle
Layering framing appeared in 12% of sampled videos but had the highest median views of any angle, 2.4M. Pairing a vanilla with another scent gives creators a reason to show two products.
Sell the season and the date
Fall and cozy framing (33%) and date-night framing (31%) lead the sample. Example: a Sol de Janeiro partner video calling its new mist a woody gourmand reached 1.6M views.
Value talk is everywhere
Dupe and affordable framing is 15% of the sample with a 951K median, from minimarket hidden gems to budget picks. Premium vanilla launches need a reason to cost more.
Watch for vanilla fatigue
Few skeptics call vanilla "too sweet"; more often they say launches feel generic: perfumers and creators call new releases "generic woody vanilla" or ask brands to stop with the vanilla.
What skeptics say
Creators pushing back on the trend, with links to each video.
