The trend that continues

Defying the odds of most micro-trends, vanilla heads into 2024 more robust than ever. If you feel curious about the continued fascination with this global favorite, read on!

Food Ingredients First notes the versatility of this ingredient, projecting growth in various sectors, from foods and beverages to beauty. Vanilla grown in Uganda will feature more creamy notes, while Indonesian varieties offer smoky, and woody qualities. Tanzanian vanilla features more of a “savory” caramel and maple profile, while Papua New Guinea conveys long-lasting buttery, fruity, and flowery qualities. With 70-80% of the world’s vanilla, Madagascar offers producers seeking familiar bourbon, raisin, and balsamic notes a prime source.

Invoking nostalgia

Vanilla’s popularity has soared for the last two years, fueled by nostalgia for the ’90s aesthetic. Beginning in 2023, TikTok’s Vanilla Girl look ushered in gourmand scents, cozy knits, and a stealth wealth palette of shades of creamy whites and tans. From 1.9 billion views, interest currently stands at 58.1 billion and counting. During unsettling times, It Girls like Hailey Bieber and Matilda Djerf have favored cozy monochrome dressing and layers. In the beauty world, vanilla-flavored lip gloss has enjoyed popularity. According to Spate NYC (an A.I.-based trend platform), vanilla lotions and the fragrance world cover the areas to watch.

Vanilla body

Spate began citing a +29.8 year-over-year growth and 4.7k average monthly searches for vanilla lotion. To quote the service, “Vanilla may be a basic scent, but for good reason, as so many of us associate body lotion with the scent of vanilla.” They note competitors, highlighting EOS, particularly their Vanilla Cashmere Body Lotion with Shea Butter (part of the SHEA BETTER Sustainability Program). Pro tip: Enhance the experience by layering with your favorite fragrance! 

Speaking of vanilla fragrances, industry expert Olya Bar recently offered her take on new vanilla favorites on Spotify. According to Olya Bar, indie and designer fragrances jumped on the trend with key vanilla directions. “Solar Vanilla” attracts those drawn to sunny, happy vanilla with island ingredients, while “Spicy” leans towards leathery and woodsy notes. Another vanilla category entails the “milky, fluffy gourmand.” According to Bar, the latest trend comes from “savory” releases, providing a salty counterbalance to vanilla’s typical sweetness.

Noseworthy

Wondering what to look for as the vanilla fragrance trend develops? Both Vogue and expert Bar recommend Burberry Goddess, which she calls “almost a blueberry vanilla.” Bar says reviews were mixed on Tom Ford Vanilla Sex, launched late in 2023, moving into the new year. While many were anticipating the heady rush of Ford’s previous scents, she noted this was ahead of a nut trend, specifically almond used with vanilla. 

NEST NY Madagascar Vanilla Perfume Oil, also sustainably sourced, remains alcohol-free and crafted with luxurious baobab oil. Nest suggests adding drops to a scent-free body lotion to create your custom fragrance experience. In the celebrity department, Frankie Grande claims his sister Ariana Grande’s MOD Vanilla Eau de Parfum to be his favorite of all her products. He says, “I wear it everywhere and get so many compliments every time I put it on.”

Symrise’s long history in vanilla

The discovery of the vanillin synthesis from coniferin in 1874 by the founders of Symrise formed the start of everything for the company. With this year, celebrating the 150^th anniversary of a fantastic discovery, Symrise celebrates the acknowledged Queen of Spices by offering sustainable vanilla solutions.

With the nostalgia and versatility of vanilla highlighted in many lifestyle facets, do weigh in on your favorites!

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