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
3.6M+
Searches Analysed
This Month ↑ 9% vs April 2025
This Month ↑ 9% vs April 2025
2.4M+
AI Search Mentions
This Month ↑ 9% vs April 2025
This Month ↑ 9% vs April 2025
171K+
Nuscents Sales
Data Points ↑ 6% vs April 2025
Data Points ↑ 6% vs April 2025
193
Trending Scents
Right Now ↑ 5% vs April 2025
Right Now ↑ 5% vs April 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 May 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 June 2025
May 2025 Edition
Top 20 UK Home Fragrance Scents
| Rank | Scent | Category | Index Score | Monthly Change | Why It’s Trending |
|---|---|---|---|---|---|
| 1 | Pink Sands | Fresh | 98.2 | ↑5 | Warmer weather pushed fresh beach-inspired fragrances to the top. |
| 2 | Fresh Linen | Laundry | 97.4 | ↓1 | Still hugely popular despite losing the number one position. |
| 3 | Spring Awakening | Laundry | 95.8 | ↓1 | Laundry favourites remained strong across the UK. |
| 4 | Cherry Blossom | Floral | 94.2 | ↑1 | Spring blossom season kept floral searches exceptionally high. |
| 5 | Clean Cotton | Laundry | 93.5 | ↓2 | Cleaning fragrances remained among Britain's favourites. |
| 6 | Coconut | Tropical | 92.4 | ↑14 | One of the month's biggest climbers as summer approached. |
| 7 | Baby Powder | Powdery | 91.8 | ↓3 | Comfort scents remained consistently popular. |
| 8 | White Dove | Clean | 90.9 | ↓1 | Fresh soapy fragrances maintained strong demand. |
| 9 | Peony | Floral | 89.8 | ↑1 | Elegant floral notes continued gaining popularity. |
| 10 | Fresh Meadows | Fresh | 88.9 | ↑6 | Outdoor-inspired fragrances continued their climb. |
| 11 | La Vie Est Belle | Perfume Inspired | 87.8 | ↓2 | Designer-inspired scents remained popular gift choices. |
| 12 | Fresh Unstoppables | Laundry | 86.9 | — | Laundry booster fragrances stayed firmly in the Top 20. |
| 13 | Jasmine & Patchouli | Floral | 85.9 | — | Sophisticated florals remained in steady demand. |
| 14 | Rock Salt & Driftwood | Marine | 84.8 | New | Marine fragrances entered as coastal scents surged. |
| 15 | Lavender | Herbal | 83.8 | ↓1 | Classic relaxing scents remained stable. |
| 16 | Alien | Perfume Inspired | 82.7 | ↓5 | Heavier perfume fragrances softened into late spring. |
| 17 | Rhubarb & Custard | Sweet | 81.9 | ↑1 | Sweet fruity fragrances held their seasonal appeal. |
| 18 | Baccarat Rouge 540 | Perfume Inspired | 80.8 | ↓3 | Luxury perfume scents continued to ease into summer. |
| 19 | Lemon Sherbet | Citrus | 79.8 | New | Bright citrus fragrances made their first appearance. |
| 20 | Bedtime Baby | Powdery | 78.9 | ↓1 | Comfort scents remained popular despite stronger summer trends. |
↑ Moved up
↓ Moved down
— No change
New entry
May 2025 Findings
What This Month’s Index Shows
May marked the transition from spring into early summer. Fresh coastal, tropical and outdoor-inspired fragrances gained significant momentum, while laundry favourites remained exceptionally strong across the UK.
01
Summer scents reached the top
Pink Sands climbed to number one for the first time, overtaking Fresh Linen as warmer weather drove demand for bright, fresh and beach-inspired fragrances.
02
Tropical fragrances accelerated
Coconut was the month's biggest climber, while Rock Salt & Driftwood also entered the Top 20 as shoppers increasingly searched for holiday-inspired home fragrances.
03
Fresh fragrances remained dominant
Fresh Linen, Spring Awakening, Clean Cotton and Fresh Meadows all remained among the UK's most searched scents, showing clean fragrances still dominated despite the seasonal shift.
04
Perfume-inspired fragrances softened further
Alien, Baccarat Rouge 540 and La Vie Est Belle all slipped slightly as lighter florals, citrus and marine fragrances became increasingly popular heading into summer.
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
May 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
Fresh Linen
Category
Laundry
Index Score
95.6
Select a UK nation or region on the map to reveal its leading home fragrance scent for May 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
May2025View report
April2025View report
March2025View report
February2025View report
January2025First edition