# Brush-On Perfumes Zara × Jo Malone Collaborated on a Trio of City-Inspired Personal Fragrances By Laura McQuarrie | Published 2025-11-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/zara-jo-malone References: [citymagazine.si](https://citymagazine.si/en/zara-x-jo-malone-2025-three-iconic-perfumes-in-a-gel-brush-created-for-discreet-refreshment-and-the-perfect-scent-throughout-the-day/) & [zara](https://www.zara.com/ca/en/vibrant-cities-brush-on-set-3x-7ml--0-23-fl-oz---p20110859.html)  [Zara](https://www.trendhunter.com/trends/guido-palau) × [Jo Malone](https://www.trendhunter.com/trends/jo-malone-london-cologne-travel-spray-trio) created a series of city-inspired fragrances and reimagined them as makeup with a gel perfume in a brush format. Optimized for travel and quick, precise applications, this brush-on perfume doesn't leave a telltale trace once swiped on, only a scent trail that uplevels presence with freshness and elegance. In all, there are three city-inspired fragrances to experience, each inspired by a different urban energy. Energetically New York is a spicy woody scent, with notes of cardamom, jasmine, and sandalwood; Fashionably London takes the form of a musky floral with bergamot, rose, and musk; and Elegantly Tokyo unites white flowers, jasmine, and akigalawood to create a memorable woody floral essence. Thanks to their unique format, these brush-on gel perfumes are perfect for touching up or layering to create a unique signature scent. ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 92% | Activity: 96% | Freshness: 55% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Portable Fragrance Formats:** Innovative perfume designs like brush-on formats provide convenient and mess-free solutions, transforming how individuals can carry and apply scents on the go. - **City-inspired Scents:** Fragrances that evoke the spirit and energy of urban environments cater to consumers' desire for personalized and story-driven olfactory experiences. - **Multifunctional Beauty Products:** Combining elements of makeup and fragrance into a single product taps into the growing demand for versatile beauty items that simplify consumer routines. ### Where This Applies - **Fragrance Industry:** Emerging formats like gel perfumes in brushes challenge traditional perfume bottles by offering new ways of scent application. - **Travel Retail:** Compact and practical fragrance solutions are becoming a key offering for duty-free and travel retailers, meeting the needs of modern travelers. - **Cosmetics Industry:** Cross-category innovation such as perfume-infused makeup products blurs industry lines, appealing to a wider audience looking for multifunctional beauty solutions. ## Related on Trend Hunter - [Hybrid Body Care Brands](https://www.trendhunter.com/trends/hybrid-body-care-brand.md) - [Festive Cookie Hair Perfumes](https://www.trendhunter.com/trends/the-grinch-x-kitsch.md) - [Gourmand Hair Perfumes](https://www.trendhunter.com/trends/glazed-scents-trio.md) - [Smoldering Clean Fragrances](https://www.trendhunter.com/trends/precious-attar-by-skylar.md) - [High-End Pharmacy Fragrance Boutiques](https://www.trendhunter.com/trends/boots-fragrance.md) - [Boundary-Blurring Perfume Capsules](https://www.trendhunter.com/trends/perfumery-methods.md) - [Perfume-Inspired Hand Sanitizers](https://www.trendhunter.com/trends/perfumeinspired-hand-sanitizers.md) - [Musky Floral Fragrances](https://www.trendhunter.com/trends/musk-12.md) - [Songstress-Backed Fragrance Debuts](https://www.trendhunter.com/trends/mystic-canon.md)