The fragrance family that has the most mass appeal, fruity fragrances feature scents of fruits that are not citruses for instance peach, cassis (black currant), mango, passion fruit, and others.  When fruity fragrances were first introduced they were often very sweet and marketed to a very young audience. Today fruity scents still feature the juicy freshness that made them so popular, but now the category has grown up, to be elevated and well rounded, appealing to a much larger audience. Intended to invigorate the senses, fresh fragrances are refreshing, light and clean. Many fresh fragrances are inspired by nature, they evoke the sense of the early morning air, an ocean breeze, as well as crisp green plants and herbs.  Popular notes are fresh air, linen, lavender, mint and just-cut grass.

The newest family in the world of fragrance, gourmand scents feature delicious and edible notes. Home to vanilla, caramel, cotton candy, chocolate, coffee, honey, and many other mouthwatering ingredients, gourmand fragrances were originally overly sweet and childlike. Recent trends see the category elevated and balanced out with floral and fruity notes, making gourmands more comfortable, wearable, and ageless.

As the name suggests, woody fragrances are characterized by notes derived from wood materials such trees, roots, resins, and moss. Wood notes tend to be rich and warm, often forming the base of a scent. Sandalwood and patchouli are among the most common warm notes while cedar or vetiver can be used for a drier finish. Traditional woody fragrances were heavy, overpowering, and geared towards the male consumer, today woody scents are textural, well-balanced, and gender neutral.