Fragrance's Biggest Scent Layering Influencers
Scent layering, combining multiple fragrances and bodycare products to create a personalised signature scent, emerged as one of 2025's most commercially potent content trends, driven almost entirely by TikTok and anchored by a single dominant brand. Jo Malone London's #UniquelyYou campaign ran across seven of the ten creators in this report, making it the clearest example of a fragrance brand owning a trend rather than simply participating in it.The cohort generated a combined $2.7M in earned media value, with Stephanie Dods leading at $603K from a single post, 12.1M engagements from 159.3K followers, a 136,731% engagement rate that stands as one of the most striking micro-creator performances of the year. Eau de Sarah and Aaliya Cool followed at $398.3K and $542.5K respectively, both demonstrating that educational and routine-based framing consistently outperformed straightforward product showcases.The most effective content positioned scent layering as self-expression rather than a purchase decision. Aina Simon connected it to fashion layering, Eau de Sarah framed it as craft through her Perfume Class format, and Aaliya Cool built a recognisable gourmand scent identity across multiple posts. Creators who brought their own content identity to the trend consistently outperformed those who led with the product, a pattern that holds across platforms, markets, and follower scales.
Key Insights
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Jo Malone London's #UniquelyYou campaign dominated the cohort, appearing across seven of ten creators and generating the majority of the $2.7M combined EMV - the most coordinated fragrance influencer push of 2025.
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Micro and mid-tier creators outperformed on engagement rate, with Stephanie Dods generating a 136,731% engagement rate and Eau de Sarah hitting 4,119% - both from under 250K followers.
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Creators who framed scent layering as personal ritual or self-expression consistently outperformed those who led with the product, across all platforms, markets, and follower scales.
Stephanie Dods
Philippines-based blogger and model who generated $603K EMV from a single Jo Malone London partnership post, the highest single-post value in this dataset. Her scent layering TikTok hit 12.1M engagements from 159.3K followers, an extraordinary 136,731% engagement rate that makes her the strongest proof point in this report for niche, high-trust audiences generating outsized media value. Content framed layering as a personal discovery moment rather than a product demo, which likely drove its viral reach.
Aaliya Cool
France-based creator whose dusting powder hack post became one of the most practically useful pieces of content in this cohort, hitting 7.5M engagements and $391.8K EMV on TikTok. Featured Josie Maran, LUSH, and L’Occitane across three posts, with a spicy vanilla caramel layering routine, LUSH turmeric latte oil bar, sticky dates dusting powder, and Kilian Paris Angel Share, generating 1.8M additional engagements. One of the few creators to build a signature scent identity across multiple posts rather than a single product moment.
Leoo Balys
Germany-based vlogger whose three-post Jo Malone London partnership centred on the brand’s Scent Layering Filter, generating 9.7M combined engagements and $206.3K EMV. Her top post, pairing Peony & Blush Suede with Wood Sage & Sea Salt, hit 7.1M engagements at a 474% engagement rate. A subsequent mix-and-match post and a trip recap video extended the campaign narrative across April and May 2025, demonstrating how serialised partnership content can sustain momentum beyond a single activation.
Hana Martin
UK-based actor and model with 3.5M followers whose Jo Malone London scent layering post hit 9.5M engagements and $184.3K EMV on TikTok. Also covered the brand’s Scent Layering Pod pop-up near the Strand in London, where she encountered India Amarteifio – the campaign’s face – turning an event attendance post into a celebrity moment. Generated $270.6K total EMV across four posts, with TikTok doing almost all the work relative to Instagram.
eau de sarah
Indonesia-based fragrance specialist and blogger whose “Perfume Class” format, positioning scent layering as an art form to be taught rather than sold, hit 7.8M engagements and $398.3K EMV from a single Jo Malone London TikTok, a 4,119% engagement rate from 205.3K followers. The educational framing is the key differentiator here: by leading with craft and expertise rather than aspiration, the partnership felt like genuine knowledge-sharing, which resonated strongly with a fragrance-literate audience.
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Jackie Aina
US beauty vlogger with 3.4M followers who drove 6.2M engagements and $139.9K EMV from a single eos partnership post introducing the Crème de Pistachio body lotion. One of the few posts in this dataset where scent layering was the context rather than the explicit topic, the product’s richness and summer timing were the hooks, with layering positioned as the usage occasion. A strong example of how bodycare brands can enter the scent layering conversation without a fragrance-first positioning.
Aina Simon
Spain-based fashion blogger and model who generated 4.5M engagements and $230.2K EMV from a single Jo Malone London TikTok, a 3,530% engagement rate from 540.9K followers. Her framing drew a direct parallel between fashion layering and scent layering, connecting the trend to her core fashion audience in a way that felt natural rather than category-adjacent. One of the clearest examples in this dataset of a creator using their existing content identity to make a fragrance partnership feel entirely on-brand.
busgobogus
Thailand-based makeup artist and blogger whose Jo Malone London post, framed around one fragrance that blends beautifully with anything, hit 4.4M engagements and $76.9K EMV on TikTok at a 367% engagement rate. Published simultaneously on Instagram, where the same content generated under 1K engagements, underscoring how platform-dependent scent layering content performance is. One of the few male creators in this cohort, giving Jo Malone London reach into an underserved audience segment within the fragrance category.
Angelina Patchouli
Germany-based fragrance blogger whose four-post Jo Malone London partnership spanned March to September 2025, generating $160K EMV across TikTok, YouTube, and Instagram. Her top post – a wedding fragrance combination – hit 1.7M engagements at a 630% engagement rate, while a YouTube Shorts version of the Scent Layering Kit generated 572.8K engagements at over 1,000%. A specialist fragrance creator whose channel name alone signals deep category credibility, making her one of the most contextually fitting partners for a scent layering campaign.
Tingting Lai
Germany-based fashion blogger and model with 2.4M followers whose Jo Malone London scent layering post, pairing English Pear & Freesia with Wood Sage & Sea Salt, generated 2.3M engagements and $71.8K EMV. Framed around the morning ritual of choosing a scent rather than the product itself, giving the post a lifestyle quality that sits naturally within her fashion-forward content. TikTok was the sole platform for this activation, with no cross-posting, concentrating the campaign’s full impact in one format.
