How to read this list
Rank
Position in the Top 78, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in Japan who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in Japan. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in Japan, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in Japan. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 |  Fragrances |
18M | 5.0% | 38.7 | 70.7% | Fragrances |
| 2 |  Fragrance oil |
17M | 49.5% | 35.0 | 81.9% | Fragrances |
| 3 |  Joy (perfume) |
1.3M | 30.2% | 35.0 | 60.0% | Fragrances |
| 4 |  Perfumer |
1.3M | 10.2% | 30.6 | 69.9% | Fragrances |
| 5 |  Eau de toilette |
1.1M | 8.0% | 29.1 | 45.3% | Fragrances |
| 6 |  Eau de Cologne |
1.1M | 27.9% | 31.8 | 88.3% | Fragrances |
| 7 |  Parfum |
1M | 5.7% | 29.5 | 80.0% | Fragrances |
| 8 |  Coco (perfume) |
915k | 8.5% | 41.7 | 100.0% | Fragrances |
| 9 |  Dior Homme |
647k | 11.2% | 37.7 | 63.0% | Fragrances |
| 10 |  Forever (Mariah Carey fragrance) |
361k | 9.2% | 29.6 | 100.0% | Fragrances |
| 11 |  Chanel No. 5 |
350k | 9.5% | 35.3 | 93.7% | Fragrances |
| 12 |  Believe (fragrance) |
339k | 14.1% | 24.4 | 97.4% | Fragrances |
| 13 |  Elixir (perfume) |
333k | 16.9% | 30.4 | 73.8% | Fragrances |
| 14 |  Curious (fragrance) |
314k | 10.9% | 24.4 | 97.4% | Fragrances |
| 15 |  Jo Malone London |
283k | 6.4% | 35.5 | 81.5% | Fragrances |
| 16 |  Penhaligon's |
245k | 6.5% | 37.3 | 67.9% | Fragrances |
| 17 |  Paco Rabanne |
193k | 1.9% | 27.1 | 60.7% | Fragrances |
| 18 |  Serge Lutens |
189k | 12.5% | 29.5 | 71.2% | Fragrances |
| 19 |  Acqua di Parma |
164k | 3.5% | 30.3 | 67.6% | Fragrances |
| 20 |  Fantasy (fragrance) |
133k | 2.2% | 24.4 | 97.4% | Fragrances |
| 21 | J'Adore (fragrance) |
132k | 6.8% | 31.9 | 98.4% | Fragrances |
| 22 |  John Varvatos |
125k | 8.2% | 33.1 | 73.9% | Fragrances |
| 23 |  Paris Hilton (fragrance) |
82k | 0.8% | 46.9 | 89.8% | Fragrances |
| 24 |  L'Artisan Parfumeur |
81k | 10.2% | 41.1 | 57.7% | Fragrances |
| 25 |  Bleu de Chanel |
80k | 1.5% | 29.5 | 48.4% | Fragrances |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this Top 78 list compiled?
Rascasse aggregates anonymized search-behavior signals across Japan and ranks each fragrances by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest fragrances in Japan?
Fragrances currently leads with an estimated audience of 18M people in Japan.