Last year, black cherry dominated the beauty scene—deep, rich shades painted nails and lips, while fragrances captured its luscious scent. Now, strawberries have taken over as this year’s star fruit.

The hype is real: At upscale LA grocer Erewhon, a single strawberry from Japan’s Tochigi Prefecture sells for $19 (and some swear it’s worth it). Meanwhile, cult-favorite brand Oishii—meaning “tasty” in Japanese—offers a more affordable option with its $20 box of 11 Omakase Berries. Flamingo Estate also revived its popular Harry’s Berries collaboration, featuring oversized dried strawberries dusted with guajillo chili and lime.

But strawberries aren’t just a food trend—they’re making waves in beauty too, especially in perfumery.

“People still love gourmand scents, but alongside sweet, dessert-like fragrances, they’re now drawn to fresher, more subtle fruit notes like fig, pear, and citrus,” says Mathilde Riba, an analyst at trend-tracking platform Spate. Searches for strawberry perfumes have surged by nearly 20% compared to last year.

Clearly, strawberries are 2025’s must-have fruit—now it’s just a matter of choosing how you want to wear the scent.

Some brands keep it classic. Japanese beauty brand Iota teamed up with Oishii to craft a body wash infused with the essence of Omakase Berries. Nest New York’s Santa Barbara Strawberry Perfume Oil blends the entire plant—flower, wood, and fruit—into one harmonious fragrance.

Others take a more unexpected approach. Malin + Goetz’s Strawberry eau de parfum balances mara strawberry with jasmine, bergamot, and orris root for a fresh, green twist. Juliette Has a Gun’s Miami Shake amps up the sweetness with vanilla, while Burberry’s Her Elixir mixes strawberry with blackberry and vanilla for a grown-up milkshake vibe.

Riba predicts this strawberry craze will spill into makeup too, reviving trends like 2023’s “Strawberry Girl” look.

Shop the Scents:
– Malin+Goetz Strawberry Perfume Oil ($36, Nordstrom)
– Nest Santa Barbara Strawberry Perfume Oil ($102, Nest)
– Juliette Has a Gun Miami Shake Eau de Parfum ($150, Sephora)
– Burberry Her Elixir de Parfum ($180, Burberry)