The beauty industry’s latest fixation isn’t another adaptogen or gut-health elixir — it’s fragrance. But rather than moving toward soft, subtle notes, the shift is leaning towards indulgent, sweet and dessert-like scents, and at the centre of this movement is the UAE.

A wave of local fragrance brands are experiencing a surge on social media, amplified by the momentum of Beautyworld Middle East 2025. At the event, multiple regional exhibitors showcased collections with edible notes which has since gained traction online via TikTok shop and platforms such as Amazon where younger audiences have become addicted to smelling like a dessert.

These scents range from cotton candy and bubble gum to strawberry cheesecake and gelato - you can even smell like the Dubai viral chocolate but in fragrance form.

According to market research data from Spate, this trend is showing no sign of slowing down. Fragrances featuring sweet and edible notes saw average monthly searches jump by as much as 385% between December 2024 and January 2025. Much of that attention has been captured by Middle Eastern houses including Arabiyat Prestige, Gulf Orchid and Assaf, which are gaining traction across the globe.

The appeal seems to be rooted in multiple factors. For some, it lies in nostalgia. Gourmand scents trigger emotion and memory, reminiscent of cherished moments such as baking with family, festive celebrations, or cozy evenings at home. Others see it as kind of a loophole. In a society where dieting and restriction has become a ritual, they offer, in a very literal sense, a way of eating with our nose.

Regardless, while many of these Emirati, multi-generational brands long predate TikTok, the current social-media boost is placing the UAE’s fragrance industry on the global radar, drawing renewed attention to the Middle East’s deep-rooted perfume culture.

To satisfy your sweet fragrance fix, we’ve rounded up the viral gourmand scents the world seems to be obsessing over right now—straight from the UAE.

Kayali, by Moa Kattan

Vanilla | 28

This is widely considered the DNA of the brand and its most viral product of all time. It is a "top of the food chain" vanilla that famously smells like brown sugar and amber.

Why it went viral: It became the "gold standard" for layering. TikTok creators popularized using it as a base to make any other perfume smell sweeter and warmer.

Key Notes: Vanilla Orchid, Tonka Absolute, Brown Sugar, Amber Woods, and Musk.

Yum Pistachio Gelato | 33

If you are looking for the fragrance that caused a social media frenzy, it's this one. When it launched, it completely took over #PerfumeTok.

Why it went viral: It polarised the community over its sweet notes. Some users expected a literal "edible" ice cream scent, while others described it more as a clean scent with nutty undertones. The sheer volume of reviews and "blind buy" reactions made it a massive viral moment.

Key Notes: Pistachio, whipped cream, roasted hazelnut, sweet rum, fluffy marshmallow, and fizzy cotton candy.

Eden Juicy Apple | 01

This is one of the brands newer scents, often highlighted for its youthful energy and, as described on social media for its "juicy" nature. 

Why it went viral: This fragrance became popular for its "nostalgic vibes" often compared to a high-end version of a delicious pie or a crisp apple.

Key Notes: Red apples, wild berries, floral notes, vanilla, musk, rose centifolia, lychee, pink grapefruit, sugared moss

Armaf

Delights Yum Yum

Another milkshake inspired perfume comes from Armaf. The brand has become famous for its creative packaging, which is evident in this perfume, as it literally is shaped like a milkshake.

Why it went viral: Aside from its sweet fragrant smell, this perfume became a hit on Tiktok for its highly "Pinterest-worthy" design. Many users bought it as a "blind buy" simply to display on their vanity or to use as a prop in "get ready with me" (GRWM) videos.

Key notes: Bergamot, Orange, Sweet Cherry, Berry, Rose, White Floral, Vanilla, Musk

Island Breeze

Island Breeze has become known as the "summer vacation" scent, thanks in large part to its dessert-like bottle—complete with a cherry on top. While many initially purchase it for its playful aesthetics, the fragrance itself turns out to be surprisingly fresh.

Why it went viral: On TikTok and Instagram, it's frequently called a "toy perfume." Like its sister scent, the viral milkshake-shaped Yum Yum, it has taken over social media due to its playful packaging and "escapist" scent profile.

Key notes: Pink Peach, Bergamot and Wild Berries, Rose, Davana and Vanilla, White Musk, Floral and Amber

Arabiyat Sugar

Arabiyat Sugar is one of the most anticipated fragrance launches of 2025. Introduced by UAE fragrance house My Perfumes at Beautyworld 2025, the brand unveiled a collection of 15 gourmand scents designed to celebrate youth, creativity, and charisma. Standout flavours include Cotton Blush, Cookie Dough, Mango Affogato, Matcha Latte, and Strawberry Tres Leches.

Berries Cream Macaron

This scent is playful and has "jammy" scent of raspberry and jasmine, sweetened by maltol, which gives it that toasted and caramelised sugar smell, reminiscent of a fresh macaron.

Why it went viral: The scent has gained popularity for its uncanny ability to blend high-end Baccarat Rouge 540 vibes with a juicy, fruity dessert profile. The internet dubbed this one the "fruity Baccarat" or "Cheirosa '68 on steroids."

Key notes:  Lychee, Jasmine, Raspberry, Maltol, Amber

Cookie Dough

Cookie Dough has drawn particular attention for its nuanced cocoa-butter and vanilla profile, steering away from the flat, overly sweet quality often associated with candle-like gourmand scents.

Why it went viral: Cookie Dough resonated for its ability to capture the raw, gooey stage of dough before it reaches the oven. Its credibility was further boosted by its creator, Guillaume Flavigny, a senior perfumer at Givaudan whose portfolio includes work for luxury houses such as Comme des Garçons and Balmain.

Key notes: Coconut milk, raw cocoa, chocolate chips, vanilla, sandalwood, and musk.

Mango Affogato

Part of a Gen Z–targeted, dessert-inspired collection, Mango Affogato offers a fresh interpretation of citrus-adjacent notes. Designed as a bold, long-lasting fragrance, it pushes beyond sweetness into more unexpected territory.

Why it went viral: Rather than presenting as a straightforward citrus scent, Mango Affogato surprised wearers with its hot-and-cold contrast—blending icy mango with warm, leathery spices. Often described as the most niche-smelling fragrance in the 15-scent lineup, it stood out for its complexity and depth.

Key notes: Ripe mango, nutmeg, clove, saffron, and leather.

Lattafa

Lattafa Eclaire

Often described as a “bakery in a bottle,” this perfume balances a distinctly feminine character with the rich, chocolatey warmth of freshly baked desserts, evoking the experience of stepping into a Parisian patisserie.

Why it went viral: This is the #1 trending gourmand right now. It became a sensation for being a near-perfect dupe for the expensive Bianco Latte. It is famous for smelling "photorealistic", meaning you smell like an actual dessert rather than just "perfume."

Key Notes: Caramel, Milk, Honey, Sugar, and Vanilla.

Yara Candy

On Tiktok users have described this scent as a fragrance version of a strawberry milkshake" or strawberry fizz candy. Fans of the perfume are drawn to its creamy tones while not being too overpowering.

Why it went viral: It became the face of the "Soft Girl" aesthetic. TikTokers fell in love with its fluffy, pink, and creamy vibe. It’s famous for being an "easy reach"—a scent that isn't complex but makes everyone around you ask what you’re wearing.

Key notes: Strawberry Fizz Candy, Gardenia, Mandarin, Blackcurrant, Sandalwood, Vanilla Syrup, Musk, Amber

Gulf Orchid

Blueberry Musk

This is arguably the brand's most famous viral hit. It gained traction on social media because it perfectly captures a "blue" sweetness that is rare in perfumery.

Why it went viral: It smells like a fresh, sugary blueberry muffin or a blueberry-flavoured candy mixed with clean laundry, something that users on social media gravitated towards.

Key Notes: Fresh Blueberry, Sugary Rose, Vanilla, and White Musk.