Google Search Data
Real search trends from Google
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
3.7M+
Searches Analysed
This Month ↑ 9% vs June 2025
This Month ↑ 9% vs June 2025
2.4M+
AI Search Mentions
This Month ↓ 4% vs June 2025
This Month ↓ 4% vs June 2025
173K+
Nuscents Sales
Data Points ↑ 4% vs June 2025
Data Points ↑ 4% vs June 2025
197
Trending Scents
Right Now ↓ 2% vs June 2025
Right Now ↓ 2% vs June 2025
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 July 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 5th August 2025
July 2025 Edition
Top 20 UK Home Fragrance Scents
| Rank | Scent | Category | Index Score | Monthly Change | Why It’s Trending |
|---|---|---|---|---|---|
| 1 | Pink Sands | Fresh | 98.8 | ↑1 | Beach-inspired fragrances reclaimed the top spot during peak holiday season. |
| 2 | Coconut | Tropical | 98.2 | ↓1 | Tropical fragrances remained exceptionally popular throughout July. |
| 3 | Rock Salt & Driftwood | Marine | 97.1 | — | Marine fragrances continued performing strongly during the summer holidays. |
| 4 | Lemon Sherbet | Citrus | 95.3 | ↑1 | Refreshing citrus scents continued climbing in the summer heat. |
| 5 | Mango | Tropical | 94.6 | ↑9 | One of the month's biggest climbers thanks to strong tropical demand. |
| 6 | Fresh Linen | Laundry | 93.8 | ↓2 | Laundry fragrances remained popular but were overtaken by holiday-inspired scents. |
| 7 | Fresh Meadows | Fresh | 92.5 | ↑1 | Fresh countryside fragrances continued their summer growth. |
| 8 | Blueberry & Vanilla | Fruity | 91.4 | ↑2 | Sweet fruity fragrances continued gaining popularity. |
| 9 | Pineapple | Tropical | 90.8 | ↑8 | Holiday-inspired tropical fragrances climbed rapidly. |
| 10 | Rhubarb & Custard | Sweet | 89.7 | ↑2 | Classic fruity sweets remained a summer favourite. |
| 11 | Clean Cotton | Laundry | 88.8 | ↓4 | Laundry fragrances continued easing from their spring highs. |
| 12 | Summer Breeze | Fresh | 87.9 | ↑8 | Seasonal summer fragrances became increasingly popular. |
| 13 | White Dove | Clean | 86.7 | ↓2 | Fresh soapy fragrances remained consistent performers. |
| 14 | Fresh Unstoppables | Laundry | 85.9 | ↑2 | Laundry booster scents enjoyed a modest summer recovery. |
| 15 | Watermelon | Fruity | 84.9 | New | Cooling fruit fragrances entered during the hottest part of summer. |
| 16 | Spring Awakening | Laundry | 83.8 | ↓10 | Spring-themed fragrances naturally faded into summer. |
| 17 | Strawberry & Rhubarb | Fruity | 82.8 | New | Fresh berry fragrances entered as seasonal fruit scents expanded. |
| 18 | Baby Powder | Powdery | 81.7 | ↓5 | Comfort fragrances remained popular but slipped further. |
| 19 | Cherry Blossom | Floral | 80.9 | ↓10 | Spring florals continued to fade after reaching their seasonal peak. |
| 20 | Passionfruit Martini | Cocktail Inspired | 79.8 | New | Cocktail-inspired fragrances entered as summer entertaining peaked. |
↑ Moved up
↓ Moved down
— No change
New entry
July 2025 Findings
What This Month’s Index Shows
July was driven by peak summer behaviour, with beach-inspired, tropical and fruity fragrances dominating the index. Fresh coastal scents stayed at the top, while spring-led laundry and floral profiles continued to move down.
01
Holiday scents led the month
Pink Sands returned to number one, while Coconut and Rock Salt & Driftwood held strong inside the Top 3 as holiday-inspired fragrances peaked.
02
Tropical and fruity scents climbed
Mango, Pineapple, Blueberry & Vanilla and Watermelon all gained momentum as shoppers moved further towards juicy, summer-led scent profiles.
03
Laundry favourites started slipping
Fresh Linen, Clean Cotton and Spring Awakening all moved down as summer fragrances overtook the fresh-clean dominance seen earlier in the year.
04
Spring florals faded further
Cherry Blossom dropped heavily after its spring peak, while softer floral and powdery profiles lost ground to brighter coastal, citrus and cocktail-inspired fragrances.
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
July 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
Rock Salt & Driftwood
Category
Marine
Index Score
96.1
Select a UK nation or region on the map to reveal its leading home fragrance scent for July 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
Expert commentary available
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
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April2025View report
March2025View report
February2025View report
January2025First edition