Every week there’s a surprising new side-effect from using Ozempic, it seems – and now the desire to smell like a French patisserie may well be one of them. 

Because, believe it or not, losing weight has never smelt so sweet.

As more people are curbing their appetite and successfully swerving the calorific sweet treats by using weight-loss injections, there’s been a surge for so-called gourmand perfumes, especially the ones reminiscent of confectionery or baked goods.

Some experts are speculating this increase in demand is linked to the use of GLP-1 agonists, the class of medication that weight-loss jabs fall under. 

While they are well-known for aiding weight loss, they could also be reshaping our sensory experiences. So, is smelling sweet replacing our cravings for treats?

The numbers certainly add up. In the UK, around 500,000 of us are currently using weight-loss injections and this number is rising fast. 

In the US, it was reported around 12 per cent of the population is or has been ‘on the pen’.

At the same time the global gourmand fragrance market is booming – currently worth more than £24billion and growing fast.

There is clinical data suggesting that sniffing vanilla or cinnamon may help reduce sugar cravings, writes Alice Smellie

The fragrance landscape is populated by delicious scents as pop star Sabrina Carpenter’s Sweet Tooth (from £17.99, lookfantastic.com), which has chocolate marshmallow notes

‘The rise of gourmand fragrances has been undeniable,’ says Jonnie Swarbrick, creative director at Fragrance Du Bois. ‘We’ve seen a clear shift toward indulgent, addictive notes like cherry, vanilla and praline.’

Hardly surprising when the fragrance landscape is populated by such delicious scents as pop star Sabrina Carpenter’s Sweet Tooth (from £17.99, lookfantastic.com), which has chocolate marshmallow notes.

Other sweetly appealing perfumes include Sol de Janeiro Cheirosa 71 (£24, cultbeauty.com), which includes pistachio, caramelised vanilla, macadamia and white chocolate.

If you’re feeling flush, Fragrance Du Bois New York 5th Avenue (£265, selfridges.com) is redolent with caramel and vanilla.

But why would this trend be driven by weight-loss jabs? Studies confirm our smell can be affected by GLP-1 agonists – leading to increased and decreased sensitivity.

Some suggest this is because there are GLP-1 receptors in the regions in the brain involved in processing taste and smell information. Users have reported stopping craving sweets but becoming obsessed with sugary perfumes.

However there could be other reasons. ‘When you use GLP-1 agonists, the body undergoes physiological changes,’ says Dr Miriam Rehbein, a dermatologist who has also created a perfume, called Touch Mi!. ‘When you experience rapid weight loss, the skin gets drier,’ she says. ‘This impacts moisture levels.’

Other sweetly appealing perfumes include Sol de Janeiro Cheirosa 71 (£24, cultbeauty.com), which includes pistachio, caramelised vanilla, macadamia and white chocolate

If you’re feeling flush, Fragrance Du Bois New York 5th Avenue (£265, selfridges.com) is redolent with caramel and vanilla

‘Dry skin holds scent for less time,’ says Jonnie Swarbrick. Here, he says, gourmand notes may shine.

‘Their richness and depth help the scent cling to the skin and create a longer-lasting, more enveloping experience.’ Nobody wants their scent to wear off before the end of the party.

Secondly, Dr Rehbein says Ozempic can actually make you smell differently.

‘Because your metabolism is slower, food stays in your stomach for longer, and this can mean a slightly eggy smell through the pores of the skin and in the mouth.’ A sweet perfume, she suggests, might neutralise this.

Hormone levels can also alter when taking weight-loss injections. ‘We know they are likely to affect cortisol levels,’ says aesthetic doctor Dr Priya Verma.

‘A lot of my patients are stressed when they start using them. Cortisol is a very complex hormone and it could potentially affect the pH of the skin, oil production and certainly the temperature of the skin – typically making the skin feel warmer due to increased metabolic activity.

‘This rise in temperature can intensify how quickly a fragrance evaporates, making a perfume smell stronger initially but fade faster throughout the day.’ These changes may affect how perfume smells on the skin.

The most likely explanation for the link between the rise of sweet perfume and weight-loss jabs, say the experts, is that if you are not getting the dopamine hit that you are used to from consuming high-calorie sugary food, then you might be seeking it elsewhere. After all, we’re hard-wired to seek pleasure.

‘Your appetite for certain foods or tastes is very likely to change’, says Dr Verma.

‘If patients who are using Ozempic (or any other weight-loss injection) are having a lower oral sugar intake, it may be that they’re looking to satiate the appetite receptors for those sweeter scents through a different means.

‘At the moment there’s little conclusive data on this,’ she adds, but it’s well established gourmand scents such as vanilla or chocolate can trigger dopamine release.

In fact, dieters sometimes use these smells to trick the brain into thinking it’s had an actual sugar hit.

‘Our brain from childhood is programmed to be rewarded with sweets,’ agrees Dr Rehbein. ‘A sweet smell will have the same sort of effect on our brain, bringing feelings of comfort and cosiness.’

There is clinical data suggesting that sniffing vanilla or cinnamon may help reduce sugar cravings. So, instead of reaching for the biscuit tin, perhaps it’s time to spritz something delicious instead.