Google Search Data
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Nuscents Home Fragrance Search Index
The UK’s Home Fragrance Scent Index
Monthly insights into the home fragrance scents the UK is searching for, buying and loving right now.
AI Search Trends
Insights from AI search demand
Nuscents Sales Data
Live sales signals from real orders
Market & Social Signals
Buzz, demand and market movement
100% data driven
Updated monthly
UK wide coverage
2.8M+
Searches Analysed
This Month ↑ 11% vs January 2025
This Month ↑ 11% vs January 2025
1.9M+
AI Search Mentions
This Month ↓ 4% vs January 2025
This Month ↓ 4% vs January 2025
145K+
Nuscents Sales
Data Points ↑ 16% vs January 2025
Data Points ↑ 16% vs January 2025
168
Trending Scents
Right Now Updated monthly
Right Now Updated monthly
12
UK Regions
Covered Nationwide data
Covered Nationwide data
Top 1%
Most Comprehensive
Fragrance Index Unique data blend
Fragrance Index Unique data blend
Monthly Home Fragrance Report
The UK Scent Index February 2025
A monthly report tracking the UK's most popular home fragrance scents using Google search behaviour, AI search trends, Nuscents sales data and wider market signals.
Published 3rd March 2025
February 2025 Edition
Top 20 UK Home Fragrance Scents
| Rank | Scent | Category | Index Score | Monthly Change | Why It’s Trending |
|---|---|---|---|---|---|
| 1 | Rose | Floral | 97.1 | ↑ 10 | Valentine’s demand pushed romantic floral scents sharply higher. |
| 2 | Baby Powder | Powdery | 95.2 | — | Soft, comforting scents held steady with strong repeat demand. |
| 3 | Fresh Linen | Laundry | 94.6 | ↓ 2 | Still highly searched, but Valentine’s florals took the top spot. |
| 4 | Alien | Perfume Inspired | 91.4 | ↑ 1 | Perfume-inspired scents gained momentum around gifting searches. |
| 5 | La Vie Est Belle | Perfume Inspired | 90.8 | ↑ 5 | Sweet, feminine perfume profiles performed strongly in February. |
| 6 | Vanilla | Sweet | 89.1 | ↓ 2 | Warm sweet scents remained popular, but dipped slightly behind florals. |
| 7 | Clean Cotton | Laundry | 87.9 | ↓ 4 | Clean scents stayed strong, though less dominant than in January. |
| 8 | Baccarat Rouge 540 | Perfume Inspired | 86.7 | ↑ 7 | Luxury fragrance searches rose around Valentine’s gifting. |
| 9 | Black Cherry | Fruity | 85.6 | ↓ 3 | Rich fruity scents stayed popular but softened slightly month-on-month. |
| 10 | Pink Sands | Fresh | 84.8 | ↓ 1 | Fresh, beachy scents held demand as spring searches began to build. |
| 11 | Spring Awakening | Laundry | 83.9 | ↑ 9 | Early spring cleaning searches helped this laundry scent climb. |
| 12 | Lavender | Herbal | 82.7 | ↓ 5 | Relaxing scents remained relevant, but wellness demand cooled slightly. |
| 13 | Dark Opium | Perfume Inspired | 81.9 | ↓ 1 | Deep perfume profiles stayed steady through colder evenings. |
| 14 | Cherry Blossom | Floral | 80.8 | New | A fresh floral new entry as spring and Valentine’s searches overlapped. |
| 15 | White Dove | Clean | 79.7 | ↑ 2 | Fresh, soapy scents continued to benefit from clean home searches. |
| 16 | Bedtime Baby | Powdery | 78.5 | ↓ 2 | Gentle powdery scents held appeal but slipped behind florals. |
| 17 | Jasmine & Patchouli | Floral | 77.6 | ↑ 2 | Elegant floral blends kept gaining seasonal momentum. |
| 18 | Peony | Floral | 76.8 | New | Soft floral searches increased as spring scent interest started early. |
| 19 | Snow Angel | Bath Bomb Inspired | 75.4 | ↓ 11 | Still searched, but post-Christmas seasonal demand dropped heavily. |
| 20 | Miss Millionaire | Perfume Inspired | 74.9 | New | Glamorous perfume-inspired scents entered the chart for gifting season. |
↑ Moved up
↓ Moved down
— No change
New entry
February 2025 Findings
What This Month’s Index Shows
February was shaped by Valentine’s gifting, romantic florals and perfume-inspired home fragrance. Rose moved sharply to the top of the index, while Fresh Linen remained strong but slipped as floral and luxury-style scent searches increased.
01
Romantic florals surged
Rose climbed strongly into the number one position, with Cherry Blossom and Peony also entering the Top 20 as Valentine’s and early spring searches overlapped.
02
Clean scents softened but stayed powerful
Fresh Linen moved down two places and Clean Cotton dropped four, but both remained inside the Top 10, showing clean home fragrance was still a major February theme.
03
Perfume-inspired scents gained gifting demand
La Vie Est Belle, Baccarat Rouge 540 and Miss Millionaire all strengthened, with luxury-style fragrance searches benefiting from Valentine’s gifting behaviour.
04
Seasonal winter scents started fading
Snow Angel dropped heavily as Christmas demand cooled, while Vanilla, Black Cherry and Lavender also slipped slightly as shoppers moved towards floral and spring-led profiles.
Why Trust The Index?
Built From Multiple Demand Signals
The UK Scent Index is designed to be a practical monthly snapshot of home fragrance demand, not just a list of bestsellers.
Google Search Behaviour
We consider how people are actively searching for scents, fragrance families and home fragrance products in the UK.
AI Search Trends
We look at emerging AI-led search interest to spot fragrance themes that may be growing before they become obvious elsewhere.
Nuscents Sales Data
Real customer purchasing behaviour helps balance search interest with what people are actually buying.
Market Movement
Seasonality, fragrance families, wider category trends and product demand are reviewed together rather than in isolation.
Methodology
How The Monthly Score Is Calculated
Each scent is given an index score out of 100. The score combines search demand, AI search interest, Nuscents sales data, monthly movement and wider market signals. The result is a balanced view of what the UK appears to be interested in, not just what sold most in one shop.
40%
Google search interest
25%
AI search demand
20%
Nuscents sales data
15%
Market & seasonal signals
February 2025 Regional Breakdown
Top Scent By UK Region
Explore which home fragrance scents led the index across the UK’s nations and regions this month.
Selected Region
Scotland
Top Scent
Fireside
Category
Woody
Index Score
89.2
Select a UK nation or region on the map to reveal its leading home fragrance scent for February 2025.
Media & Press
Using The UK Scent Index?
Journalists, bloggers and publishers are welcome to reference or quote data from The UK Scent Index with clear attribution to Nuscents and a link back to the original report.
Monthly home fragrance data
Regional scent trends
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Previous Editions
Explore UK Scent Index Reports
Browse every monthly edition of the UK Scent Index from January 2025 to June 2026.
June2026Latest report
May2026View report
April2026View report
March2026View report
February2026View report
January2026View report
December2025View report
November2025View report
October2025View report
September2025View report
August2025View report
July2025View report
June2025View report
May2025View report
April2025View report
March2025View report
February2025View report
January2025First edition