If you still think fragrance is about finding the one, consider this your sign to rethink it.
“Consumers are no longer wearing one signature scent,” says President of The Fragrance Foundation, Linda Levy. Instead? “They have moved on to wearing a variety of fragrances and have cultivated their own personal collections.”
Fragrance is becoming more like fashion.
You wouldn’t wear the same outfit to brunch, a big meeting, and a night out. So why wear the same scent?
Think of your fragrance collection as a capsule wardrobe—but for notes. Maybe you have: A fresh citrus or airy floral for daytime. A cozy vanilla or amber for evenings. A clean skin scent for work. A deeper woody or gourmand moment for going out.
“Fragrance is the invisible accessory,” Levy says. It should shift with your mood. And at Macy's, discovery is kind of the whole point.
You can explore timeless icons from Chanel and Dior, or reach for modern favorites like Carolina Herrera GOOD GIRL, Valentino Born in Roma, and YSL Libre. Want something more under-the-radar? She points to “exclusive, ultra luxury brands, not available everywhere,” like Maison Francis Kurkdjian, Tom Ford, and Jo Malone London—perfect for building a collection that feels personal.
Should you stick to one scent family or mix it up?
There’s no rulebook. Some people love staying in their lane (all warm gourmands, all fresh florals). Others build a range of perfumes or colognes. The trick is noticing what’s missing. Do you have something light and energizing? Something sensual? Something seasonless? That’s your gap.
And if you’re curious about layering, start simple. Vanilla smooths out spice. Citrus brightens florals. Woods give sweetness a little backbone. Try misting a lighter scent first, then adding depth at your pulse points.
As for the signature scent? It’s not dead. It’s just evolved. Maybe your “signature” isn’t one bottle—but a vibe. A love of musk. A thing for rose. An obsession with anything amber.
“Women, men and all gender identities have much to choose from,” she says, especially as universal scents continue to grow. Which makes National Fragrance Day on March 21 the perfect excuse to explore, experiment—and maybe add something new to your rotation.
Amanda Elser Murray is a writer and editor with 15+ years of experience across print and digital media, including Vox Media, Macy’s, Seventeen, The Knot, and People StyleWatch. When she’s not writing, she’s usually shopping, reading, or needlepointing like the grandmillennial she is.
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