One of the most common sources of confusion for buyers entering the wholesale fragrance category is fragrance concentration. Here is a clear breakdown.
Parfum (Extrait de Parfum)
The highest concentration: 20–30% fragrance oil. Parfum is the most intimate, long-lasting, and expensive format. A small application lasts 8–12 hours. Retail prices are typically 40–60% higher than the equivalent EDT. Best for prestige gifting and luxury boutique environments.
Eau de Parfum (EDP)
15–20% concentration. The sweet spot for most retail fragrance categories — strong enough to last through the day, but accessible enough to be an everyday purchase. EDP is now the dominant format in women’s fragrance and is growing strongly in men’s.
Eau de Toilette (EDT)
5–15% concentration. The classic format, especially in men’s fragrance. Fresh and light, ideal for sport and everyday casual wear. Lower price points make EDT the volume driver for most retail ranges.
What Your Customers Are Buying
Across our wholesale network, EDP now accounts for approximately 58% of all units shipped, with EDT at 32% and Parfum at 10%. The EDP shift reflects a broader consumer preference for longevity and value-per-application.
When building your initial range, we recommend prioritising EDP in your 2–3 core brands, and stocking EDT as a lower-price entry point for new customer acquisition.
