Yes, millennials do wear perfume, but their preferences and consumption patterns differ from previous generations. Data shows that millennials are drawn to perfumes as a form of personal expression and are influenced by trends toward sustainability and authenticity. They favor fragrances that are not only pleasant but also tell a story or align with their personal or social values. Additionally, millennials are more likely to be attracted to niche, artisanal brands that emphasize unique scents and eco-friendly practices over mainstream luxury brands. This shift reflects broader trends in millennial consumer behavior – where experiences and personalization are highly valued – and plays a significant role in current perfume industry trends.