Classic perfumes such as Chanel No 5, Guerlain Shalimar and Miss Dior are experiencing a resurgence among younger generations, driven by the hashtag “grandmacore” on TikTok. Gen Z users have dubbed these iconic scents “old-lady fragrances”, yet they are increasingly seeking them out. The trend has also brought renewed attention to heritage scents like Opium by YSL and Lancôme’s Trésor, which some consumers now associate with childhood memories of their grandmothers.
Fragrance experts attribute the revival to a longing for nostalgia and a shift away from overly sweet, vanilla-based gourmands. Linda Pilkington, founder of British perfume house Ormonde Jayne, notes that many classic perfumes are built on timeless accords such as patchouli, rose, ylang-ylang, jasmine, oud and sandalwood. “These accords hark from popular perfumes from our grandmothers’ era, so they exude that nostalgic familiarity and comfort,” she explains.
The appeal is not purely sentimental. The V&A museum’s current exhibition dedicated to fashion house Schiaparelli features a display centred on its heritage scents, including the groundbreaking 1937 fragrance Shocking. Such classic profiles are now being reimagined in modern launches that combine traditional notes with contemporary elements, making them feel fresh and relevant. Pilkington says that when classic notes are blended with modern accords, the result is “incredibly fresh, modern and wearable, while still feeling timeless”.
New fragrances exemplify this fusion. For instance, a lavender-based scent softened with manuka honey and orange blossom retains a spicy edge, while another inspired by 1960s vintage cosmetics opens with jasmine but adds tonka, tobacco and juniper berries. A niche rose fragrance is toughened with leather, and a modern interpretation of oud—a note used for centuries—makes it less overpowering. These examples demonstrate that “granny” perfumes are being updated for a new generation without losing their classic roots.
