The celebrity fragrance market is once again thriving, but the current approach is entirely different to that of the 1990s, marking a shift from celebrity endorsement to celebrity authorship. According to the latest five-year analysis from Fresha, ahead of Christmas, new global data has revealed that while nostalgic icons like Britney Spears, Paris Hilton, and Jennifer Lopez continue to show substantial seasonal boosts, it is the younger stars such as Ariana Grande, Billie Eilish, Kylie Jenner and Sabrina Carpenter who now dominate worldwide demand.