Russian zoomers have started buying perfumed oils containing frankincense from local churches and mosques instead of purchasing popular commercial fragrances, according to a report.
The trend was reported by the Telegram channel Baza, which noted that young consumers in Russia are increasingly turning toward unusual scent profiles over mainstream designer perfume brands.
Young shoppers explained that the oil based products purchased in religious shops last on the skin for the entire day. They added that the distinct aroma profiles help them stand out from the crowd in their daily lives.
The preferred oils feature prominent notes of frankincense, musk, myrrh, oud, and amber. These rich and resinous ingredients contrast sharply with typical floral or sweet synthetic commercial fragrances.
Longevity and scent profiles
Perfume oils are traditionally alcohol free formulations. Unlike standard spray perfumes that evaporate quickly due to ethanol bases, oil suspensions bind directly to skin lipids, allowing volatile fragrance compounds to dissipate slowly throughout the day.
Frankincense and myrrh are aromatic plant resins historically associated with religious incense and sacred rituals in Eastern Orthodox and Islamic traditions. Oud, derived from resinous agarwood, and amber are prized in traditional Middle Eastern perfumery for their heavy, warm, and lingering base notes.
Generation Z fashion trends
The shift toward church bought fragrance oils marks another unexpected lifestyle preference among young Russian consumers. Generation Z, which includes individuals born from the late 1990s through the early 2010s, has repeatedly driven viral changes in consumer fashion and grooming habits.
This fragrance craze follows an earlier fashion shift in which Russian zoomers brought skinny jeans back into style, surprising older millennial demographics across social media.
Niche beauty trends and alternative grooming products frequently gain traction on messaging platforms like Telegram before spreading to wider retail markets. As young shoppers continue seeking individual identity through scent, church counters offer an accessible alternative to high end niche boutiques.
