The Face vs. the Perfume meme puts fragrance front and center as folks show off selfies next to the perfume bottle they think represents them.
Users on X (formerly known as Twitter) post their faces alongside the fragrance that supposedly defines them. The side-by-side format—”the face / the perfume”—pairs personality with perfume. It led to both sincere and satirical takes across the platform in this exploitable image macro-style meme.
Meme basics
- Meme/trend creator: @giulia_m2sa/X
- Meme type: Exploitable image macro
- First appearance: May 23, 2025
- Origin source: X (formerly Twitter)
- Used to convey: Identity through scent, irony, or exaggerated self-presentation
- Peak popularity: Late May 2025
What does “The face vs. the perfume” mean?
At its core, this meme serves as a stylized introduction to the poster’s personality. People participating in the trend select a fragrance (or image of a bottle they like the look of) from websites like Fragrantica, a site known for detailed scent profiles. They then post it alongside a photo of themselves.
The joke, or sincerity, lies in how well (or poorly) the perfume reflects the person’s perceived essence. Some posts earnestly attempt to match their aesthetic to an aroma. Others veer into parody, pairing chaotic images with fictional or absurd scents.
The standard format includes two images:
- A photo of the poster (or character, pet, celebrity, etc.).
- A screenshot of a perfume bottle showing the selected fragrance’s name, bottle, and scent profile.
The caption simply reads: “the face / the perfume.”
Where’d the meme come from?
The trend began when @giulia_m2sa posted her selfie next to the perfume MMMM… by Juliette Has a Gun. The tweet quickly gained traction, racking up over 747K views. Others soon mimicked the format.
On the same day, @charl0kitty shared her version, pairing a glam selfie with Angel Nova by Thierry Mugler. Her post drew over 38.9K views and reinforced the meme‘s viral potential.
The format exploded as users added twists. By May 24, ironic takes emerged. One viral example featured a distorted teen selfie with a fictional “League of Legends” scent. Others showed their cats or even horses alongside their “perfume” match.
Perfume use statistics: the Gen Z influence
Fragrance usage, especially among Gen Z, is booming. According to a report by Circana, fragrance usage among Gen Z rose 5% to reach 83% in 2023. They are also the most likely to wear scent multiple times a week.
Perfume and cologne sales reflect that interest, per the Circana report. In early 2023, prestige and mass fragrances grew 13% and 11% respectively. Mini sizes and gift sets, which offer affordability, now make up 38% of all sales.
Gen Z and millennials are driving the market. Larissa Jensen, a beauty industry advisor at Circana, said, “Fragrance brands and manufacturers must capture the hearts and wallets of Gen Z and millennials.” TikTok and the ability to shop directly on the app, unsurprisingly, is also a major influence, especially for young men.
The emotional power of fragrance is key. Circana reports 80% of users say scent helps enhance their mood. It’s no wonder that a meme linking face and fragrance resonated so quickly.
The meme fits neatly into Gen Z’s ongoing obsession with hyper-personal aesthetics. As identity becomes more curated online, scent gets digitized for social clout. Even irony-driven posts reflect deeper self-awareness.
It also mirrors how Gen Z engages with consumerism: blending self-expression, emotional value, and online humor.
Meme examples
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