Ozempic, the weight-loss injection, has already transformed how people eat. Now, it may be influencing how they smell – or at least what they want to smell like. A surprising new trend has emerged among users of GLP-1 agonists like Ozempic and Wegovy: an intense preference for gourmand fragrances – perfumes that smell like desserts. Vanilla, caramel, chocolate, praline, pistachio – these are not just bakery staples anymore; they are rapidly becoming the most coveted scent profiles in the fragrance world.
It might sound strange, but there could be more than coincidence at play. With over 500,000 users of weight-loss injections in the UK and around 12 per cent of the U.S. population reportedly having tried them, the sweet-scented surge is happening alongside a booming gourmand fragrance market – now valued at over £24 billion globally and rising fast, according to DailyMail.
Experts are beginning to explore a possible connection between GLP-1 drugs and sensory shifts, particularly around taste and smell. These drugs, originally developed for diabetes, reduce appetite by mimicking a hormone that helps regulate blood sugar and satiety. But that same hormone – GLP-1 – has receptors in parts of the brain that process smell and taste. This means the impact may be far more holistic than just appetite suppression.
“Studies confirm our smell can be affected by GLP-1 agonists – leading to increased and decreased sensitivity,” reports one research body. Users often say they lose their cravings for sugar, but find themselves drawn to sweet-smelling products instead.
Dr Priya Verma, an aesthetic doctor, believes this may be part of a broader neurochemical shift. “Your appetite for certain foods or tastes is very likely to change,” she says. “If patients who are using Ozempic (or any other weight-loss injection) are having a lower oral sugar intake, it may be that they are looking to satiate the appetite receptors for those sweeter scents through a different means.” In other words, if you are no longer eating the cake, you might want to wear it.
Perfume as a dopamine hit
The link between sweet scents and pleasure is well-documented. Gourmand perfumes are rich in notes like cherry, praline, vanilla, and chocolate – smells that can trigger dopamine release in the brain, much like sugary treats. “There’s a clear shift toward indulgent, addictive notes,” says Jonnie Swarbrick, creative director at luxury fragrance brand Fragrance Du Bois. “The rise of gourmand fragrances has been undeniable. We have seen increased demand for scents that smell edible – sweet, warm, and nostalgic.”
Some of the most popular options on the market include Sabrina Carpenter’s Sweet Tooth, which smells of chocolate and marshmallow, and Sol de Janeiro’s Cheirosa 71, featuring pistachio, caramelised vanilla, and white chocolate. For luxury lovers, Fragrance Du Bois New York 5th Avenue (a hefty £265) boasts rich caramel and vanilla notes designed to linger on the skin.
But there may be more to the story than just craving something sweet. Dermatologist Dr Miriam Rehbein points out that weight-loss injections often trigger physiological changes that affect the skin – and by extension, the way we wear perfume. “When you experience rapid weight loss, the skin gets drier,” she explains. “This impacts moisture levels.” Since dry skin doesn’t retain fragrance as well, richer scents – like gourmand perfumes – might be more appealing simply because they last longer.
“Gourmand notes have richness and depth that help the scent cling to the skin and create a longer-lasting, more enveloping experience,” adds Swarbrick. “Nobody wants their scent to wear off before the end of the party.” Dr Rehbein also highlights another lesser-known side effect of Ozempic: the potential for an unusual body odour. “Because your metabolism is slower, food stays in your stomach for longer,” she says. “This can mean a slightly eggy smell through the pores of the skin and in the mouth.” In this context, a sweet, overpowering perfume might not just be indulgent – it might be damage control.
GLP-1 drugs are also known to affect hormone levels, including cortisol, the body’s primary stress hormone. This, too, can change how perfume interacts with the skin.
“A lot of my patients are stressed when they start using them,” says Dr Verma. “Cortisol is a very complex hormone and it could potentially affect the pH of the skin, oil production and certainly the temperature of the skin – typically making the skin feel warmer due to increased metabolic activity.” This rise in body temperature can cause perfume to evaporate more quickly, making the scent stronger at first but less long-lasting. For those seeking stability and comfort, sweeter perfumes can provide a more consistent and emotionally satisfying experience.
Perfume as psychological comfort
Even beyond biology, there’s a psychological factor. Many dieters have long used scent as a way to curb cravings – smelling vanilla or cinnamon to trick the brain into feeling like it has had a treat. “Our brain from childhood is programmed to be rewarded with sweets,” says Dr Rehbein. “A sweet smell will have the same sort of effect on our brain, bringing feelings of comfort and cosiness.” In fact, there is some clinical data suggesting that sniffing sweet scents can reduce sugar cravings, making perfume a sort of olfactory therapy for those trying to break the sugar habit. Ultimately, experts agree that the rise in gourmand fragrances among Ozempic users may be less about masking a scent, and more about finding a new form of pleasure – a new way to chase that feel-good high without the calories.
