Despite the paramount role of floral fragrance in pollinator attraction and reproduction in flowering plants, we know little about its evolution under natural conditions. Here we show that by reducing herbivore load with pesticide application, plants showed evolutionary changes in their floral fragrance within 4 generations when compared to plants with natural levels of herbivory. We interpret this finding in the context of relaxed physiological and ecological trade-offs with fewer herbivores, potentially facilitating selection by bees on specific aromatic volatiles. Our study confirms earlier findings of experimental evolution under highly controlled and simplified conditions in the greenhouse.