For millions of consumers practicing social distancing, daily life has moved almost entirely inside the home. Due to limited physical contact, self-sufficient consumers are making essential supplies and learning DIY skills like baking bread and raising chickens. They are also seeking ways to combat the negative effects of social isolation on their health. In response, brands are rushing to communicate how their products remain relevant in this new reality.
During this uncertain time, leading retailers and consumer brands are positioning scented products as tools to create a healthy home life. Ambassadors for skincare brand Kiehl’s share at-home facials and self-care beauty routines with customers online. Target encourages shoppers to “set a calm scene, enhance your atmosphere and self-care routine” with home fragrance. Nordstrom lets shoppers search for products according to timely categories, including “At-Home Beauty Maintenance” and “Be Well.”
Fragrance is a powerful way to inspire comfort and the right aroma will convey your brand ethos. Our team is ready to help you select the best aroma for your product. We invite you to explore our Rustic Charm collection for air care and personal care which captures the comfort and simplicity of country living.
Food and fragrance trends often intersect with one industry inspiring the other. Today, we’re seeing classic foods updated with aromatic florals long used in perfumery. Rose ice cream and orange blossom soda satisfy increasingly adventurous consumer tastes.
On the fragrance side, an influx of perfume and personal care launches reference beverages. The trend offers consumers the familiarity of their favorite sip delivered in a novel experience. Read on to learn how fragrance brands are tapping into the top beverage trends.
Cold brew, nitro, and buttered are just some of the gourmet coffees that Americans drink more regularly than ever before. In a 2018 study, Mintel found that millennials consume almost twice as much cold brew coffee as Gen X.
With consumer demand for specialty coffee growing, brands in other product segments are seizing the trend. A new wave of perfumes and personal care products feature espresso notes, offering consumers even more ways to incorporate coffee in their daily routine.
Consumers are reaching for ready to drink (RTD) beverages with functional claims such as boosted immunity and improved digestion. Innova Market Insights reports the functional food & beverage category is expected to reach $279 billion by 2025.
Recently, functional beverages have popped up on shelves in personal care aisle. Top brands are releasing hair care products in packaging that mirrors RTD juice associated with wellness. Fittingly, the fruity fragrance blends in these products evoke fresh smoothies.
Drink-inspired fragrances continue to be a strong trend across product segments as health-conscious consumers reduce their alcohol consumption. Mintel reports that 45% of millennials would give up alcoholic beverages in order to improve their health.
As a result, hard seltzers positioned as healthier alternatives have gained a cult following and non-alcoholic mocktails are on the rise. Like mocktails, aromas based on spirits let consumers indulge in their favorite drink while abstaining from alcohol.
Millennials are transforming the way brands do business. As the largest and most diverse consumer group, millennials demand transparency, seek authenticity, and embrace individuality. It’s no wonder they’re driving some of the most influential trends in the fragrance industry. Here are the top millennial fragrance trends to keep in mind.
Millennials want products tailored to them as an individual— and they don’t want to smell like everyone else. Forbes reports that 23% of consumers would try a more expensive personal care product if it had a unique aroma.
Products with unusual fragrance notes (think saffron, cannabis, and smoke) are meeting this demand. Niche scents will likely continue gaining popularity since, according to NPD Group, millennials curate fragrance wardrobes that reflect their different personalities and moods.
From craft beer to reclaimed wood furniture, millennials are choosing products with authentic stories of craftsmanship. Fragrance brands are tapping into the trend by marketing artisan experiences.
A growing number of brands such as Phlur and Henry Rose spotlight the Perfumers who created their fragrances on their websites. And when you shop at Le Labo in-store, the Sales Associate hand-blends the bottle before your eyes.
Compared to previous generations, millennial consumers are focused on leading healthy lifestyles and supporting ecofriendly companies. They choose clean products which often means natural. In fact, 75% of millennial women prefer buying natural products, Grand View Research reports.
Popular natural fragrance claims include “made with essential oils” and “sustainable.” While fragrances made with essential oils can include both synthetic and natural aromas, a growing number of brands use 100% natural scents to appeal to savvy consumers.
Try our fragrances inspired by the latest millennial trends.
Iredale Eau de Parfum Inspired by the wreckage of the Peter Iredale on the shores of the Pacific Northwest, the essence of smoldering driftwood intermingles with notes of surf and sea. Mineral accords converge with salty brine, flotsam, and ambergris, while hints of balsam fir, peppercorn, and oud suggest the temperate rainforest just off the shoreline.
Brit Royale A British twist on the classic fougere. Airy top notes of pepper and cardamom meld with the comforts of tea, while elemi and ginger diffuse a peppery warmth throughout the base. A subtle whisper of shaving cream adds a hint of well-groomed charm along with the touch of worn leather luggage blending to aged vetiver wood.
Nude Beach A beachside twist on the skin scent trend. Warm spice notes combine with cool eucalyptus, juicy melon and sheer water lily to evoke the warmth of sun and wet sand on skin, drifting to a sensual base of crushed seashells, musk and amber.
Vetiver Orris The tension between earthy and sweet notes fills this fragrance with a sense of mystery. A delicate accord of powder-sweet violet and jasmine opens while myrhh and patchouli radiate on a dark base of orris root and vetiver.
Natural Glacier This all-natural fragrance brings an appealing fruity depth to the cool clean of spearmint in a way that works well in most product types. Notes of fresh-squeezed lime and juicy melon enhance a heart of natural spearmint leaf.
What’s the next big olfactive trend? We analyzed the latest product releases, market intelligence reports, and social media buzz to predict the top trends that will shape the fragrance industry in 2020 and beyond. Here’s a sneak peek into our curated predictions.
Let’s Talk About Synthetics
Brands are starting to challenge the notion that natural is always better for people and the environment by re-positioning synthetic ingredients as “clean.” Promoting synthetic fragrances as hypoallergenic and sustainable will become a key opportunity to win consumers.
Essential oils (EOs), the highly concentrated essences extracted from plants, are experiencing a renaissance. Popular brands are spotlighting EOs in order to appeal to consumers interested in natural products with recognizable ingredient lists, green claims, and wellness benefits. In fact, EOs are so popular it’s projected the global market will reach $11.19 billion by 2022—almost doubling from 2016.
Functional Fragrance is Here
Consumers are taking aromatherapy more seriously as recent studies into the scent-brain connection offer (long suspected) evidence that certain odors create a sense of calm in people. This is good news for fragrance because shoppers want functional products that offer specific health benefits.
With interest in aromatherapy growing, brands are tapping into the trend with popular essential oil claims including stress reduction and improved cognitive function.
A common misconception is that essential oils are safer than synthetic fragrances. However, many EOs contain contact allergens regulated by European Cosmetics Regulations and must be declared on the product label. When incorporating EOs, it’s important to review the safety and regulatory factors as they relate to your specific product.
Leading brands like Skylar claim to use a combination of non-irritating EOs and synthetic aromas to create clean, hypoallergenic fragrances. The key? Transparency around why your product includes specific ingredients.
“Made with natural essential oils” is one of the hottest product claims today. But what percentage of the formula do EOs make up? It varies by brand and product. Unlike “100% pure essential oils” which are usually too harsh for direct skin contact, trending body oils contain a smaller percentage of EOs.
Major brands like Bath & Body Works scent their products with a blend of essential oils and synthetic aromas. This large olfactive palette enables fragrances impossible to achieve with EOs alone. Meanwhile, trendy clean brands like milk + honey use 100% pure essential oil blends that appeal to savvy consumers seeking all-natural fragrances.
Due to popular demand we’re excited to announce natural versions of the fragrances in our Desert Garden collection. Inspired by the same delightful flora but made with essential oil blends and naturally derived ingredients.
Fairy Duster – Naturally Derived
This delicate blend captures the lively beauty of the fairy duster wildflower. Grapefruit brightens airy notes of petitgrain, neroli, and mimosa on a base of violet leaves and juicy davana.
Lavender Thistle – Essential Oil Blend
A natural lavender fragrance evoking dry desert air. Eucalyptus breezes cool an herbaceous essential oil heart of purple lavender against shades of earthy patchouli and cedar.
Canary Island Spurge – Naturally Derived
A transparent blend of lush, watery blooms. Top notes of creamy jasmine and tropical gardenia open to a heart of bergamot essential oil on a warm base of cedar and clove.
Mojave Blossom – Naturally Derived
The rich, sticky sweetness of fruits and flowers. Juicy bitter orange essential oil and bright neroli open to a heart of tea and exotic coriander on a base of heady patchouli and davana.
Mesquite – Essential Oil Blend
Notes of coriander and sparkling lime envelop a heart of cool cardamom paired with the green austerity of Siberian fir against a resinous whisper of smoky guaiac and frankincense.
Joshua Tree– Essential Oil Blend
Reminiscent of a sunset against stark desert trees. The warmth of crisp clary sage and rosemary essential oils contrasted against cool geranium on a base of cedar and smoky vetiver.
Wild Sage – Essential Oil Blend
Untamed herbs gathered against the remote landscape. Herbal dalmation sage and tea tree align with the greenness of fresh cilantro above an accord of ylang-ylang, vetiver and cedarwood.
Ocotillo – Naturally Derived
Inspired by the striking blooms of the towering ocotillo cactus. Cooling spearmint soothes a heart of fruity, crimson florals on a base of silky rosewood and sparkling black pepper.
To request samples and set up a meeting with your Sales Representative, e-mail [email protected].
Amidst increasing stressors and uncertainty, consumers are looking for products with functional benefits to improve their physical and mental health. Brands like Goop are recognizing that people want to incorporate wellness into every facet of their lives. Read on for 3 of the most influential wellness trends impacting scented products.
Consumers are focused on restful sleep as an important part of promoting overall wellness. Pinterest reports searches for sleep optimization are up by 116%. Enter aromatherapy products with claims around healthy sleep.
Slip’s Sleep Mist says, “when sprayed high into the air, it helps create a calming environment for sleep.” THISWORKS Deep Sleep Breath In Rollerball claims “to help you stay calm through the day and prepare you for a peaceful night’s sleep.”
Restorative workouts like cryotherapy and grounding focus on easing pain and are gaining a cult following in the fitness world. In parallel, personal care brands are promoting products that claim to relieve muscle fatigue.
Indie Lee I-Recover Mind & Body Gel “provides thermogenic comfort for weary muscles and limbs—ideal post-workout.” The Nue Co. recommends using its Magnesium Ease spray “as a sleep aid or post workout to help speed up muscle recovery.”
For many health-conscious consumers, wellness begins at home. Eco Pulse reports 66% of Millennials are concerned about indoor air quality and demand is growing for “clean” household cleaners.
New products claim to foster the microbiome, the community of microorganisms linked to a healthy immune system, digestion, and inflammation. Aunt Fannie’s Microcosmic cleaners are advertised as “made with the power of probiotics.”
Try our fragrances inspired by the top wellness trends:
Products from Four Sigmatic, Zesty Paws, Oli & Carol, and Aunt Fannie’s
As consumers seek products with better-for-you ingredients and functional benefits, brands are introducing superfoods into a variety of unexpected places. The idea is if it’s good for you to eat, then it’s good for your skin, your home, and even your pet.
Superfoods are popular callout ingredients and are inspiring new true-to-nature fragrances. Read on to learn about some of the top trending superfoods.
Products from Kora Organics, Love Beauty and Planet, Village Candle, and GOLDE
Turmeric Turmeric root continues to rise in popularity due to its reported anti-inflammatory and antioxidant properties. Products such as Love Beauty and Planet’s Turmeric & Tonka Essence Body Wash incorporate turmeric’s warm, vibrant aroma.
Products from Milk Makeup, Pilot, Opalhouse, and Winky Lux
Matcha Matcha green tea is the latest beverage to trend outside of the food industry. Matcha is advertised as a functional ingredient that detoxifies the body. Milk Makeup’s Matcha Toner names both matcha and kombucha tea as key ingredients.
Products from Volition, Burt’s Bees, Aunt Fannie’s, and dpHUE
Apple Cider Vinegar
Apple cider vinegar (ACV) has gained popularity as a household cleaner and even as a weight loss diet. Products like dpHUE’s Apple Cider Vinegar Hair Rinse embrace, rather than mask, ACV’s natural acidic odor.
Products from Moon Juice, Origins, Demeter Fragrance, and Briogeo
Mushrooms Mushrooms are gaining a following with consumers looking for natural alternatives. These fungi are even inspiring new fine fragrances like the raw, earthy scent of Demeter’s Mushroom Cologne.
Products from Sweet Chef, Smith & Hawken, Mrs. Meyer’s, and Aveeno
Farmhouse décor, sometimes called rustic décor, is one of the top home design trends of the year. Loved for its warmth and functional appeal, this streamlined style reminds consumers of a more idyllic time. Our Perfumers interpreted the trend through a collection of fragrances that capture the comfort and simplicity of country living.
Citrus & Sea Salt
Notes of French gray sea salt (“sel gris”) lend a bracing mineral twist to bittersweet white grapefruit against a wash of luxe marine amber for an unusual and unisex seaside blend.
Dewy spring flowers contrasted against earthy country roads. Ozone and mineral notes lift a garden of soft apple blossom and tulip on a green bed of hyacinth, cyclamen and earthy moss.
Old meets new in this smooth, polished fragrance. Notes of antique oak wood and cool green cedar leaf are rounded off with a metallic base of gleaming silver and luminous amber.
A deliciously sweet, feminine blend of summer fruits and flowers. Silky peonies blooming against lush sliced nectarines and white peaches, supported on a base of tea and amber.
Sunny springtime beauty. Stems of daffodil and jonquil blooms linger over a sensuous base of suede and softly powdered musk, delicately spiced with a warm touch of grated nutmeg.
Sweet Almond Milk
As clean, white and silky as fresh almond milk. White wildflower blossoms and delicately sweet slivered almonds layer a base of creamy bourbon vanilla, tonka, and white musk.
Sparkling Italian bergamot illuminates a stately unisex accord of smooth poplar and softly spiced tea leaves, then wanes to a woodsy dry down of sandalwood and amber.
Evokes the warmth of silky powder on clean skin. Soft, powdery top notes drift to a tender heart of violet and orange blossoms on a comforting, sensual base of sandalwood and musk.
The crisp warmth of flannel on a cold, still night. Notes of clean cotton and wool on a base of white musk and wintry fir, warmed by herbal touches of clove leaf and white thyme.
The aroma of homemade luxury. A tart glaze of lemon cream tops sweet, mellow summer berry preserves cooked in tender yellow pound cake with a lingering base of smooth vanilla bean.
To request samples and set up a meeting with your Sales Representative, e-mail [email protected].
Clean products from Rawbble, RXBAR, Mrs. Meyer’s Clean Day, and Schmidt’s.
Clean product marketing is all about communicating that your product is made the “right” way. And while clean generally means free from unwanted ingredients, the idea is evolving. Clean is impacting every product category and the entire supply chain (not just ingredients). Read on to learn how brands are defining clean now.
Retailers including Whole Foods, Target, Sephora, and DoneGood are self-certifying clean.
Retailers Self-Certify Clean The clean movement started in food and beverage where Whole Foods pioneered ingredient transparency. Now, retailers in different industries are creating their own programs with visual icons to help conscious consumers identify better-for-you products.
In March, Target announced the new Target Clean symbol which signals to shoppers in-store and online that a product is made without certain screened ingredients. You can view Target’s list of unwanted chemicals on the company’s website. Recently, Target also launched a clean home care brand Everspring.
Similarly, Sephora introduced its own Clean at Sephora program in 2018. Sephora’s clean label icon highlights products made without a list of excluded ingredients. Like Target, Sephora defines clean slightly differently for each product category.
Meanwhile, boutique marketplaces like DoneGood screen for ethical brands. DoneGood offers alternatives for products in almost every category searchable by values including Empowers Workers, Recycled / Upcycled, and Vegan. Their slogan: “Make the world better with every purchase.”
Fragranced products in eco-friendly packaging from Febreze, Enviroscent, Method, and Burt’s Bees.
Clean Beyond Formulation
Today, it’s not just about what’s inside your product that counts. Clean includes sustainably supply chains and eco-friendly packaging
This summer, Starbucks began rolling out a recyclable drink lid that the company says will replace one billion plastic straws per year.
In fashion, women’s clothing company Reformation posts the environmental footprint of every garment on its website and releases an annual sustainability report to consumers.
In personal care, Burt’s Bees packaging uses low-impact plastic and all kit packaging is 100% plastic-free.
Home cleaning brand Method uses recycled plastic for all its bottles and promotes recyclability by selling refill pouches.
Clean Product Claims We analyzed fragranced products across categories to understand how brands are signaling clean to shoppers. While ingredient standards vary by brand and product, these were the most consistent clean claims:
Cruelty-Free (not tested on animals)
Recycled and Recyclable Packaging
Natural Fragrance *synthetic fragrances at less than 1% of the total formula often allowed
Youth to the PeopleSuperfood Cleanser
100% Vegan ingredients
Made in USA
No animal testing
Clean at Sephora
Everspring All-Purpose Cleaner
91% biobased product
Not tested on animals
Non-toxic to humans when used as directed
Packaging made with 100% post-consumer recycled plastic
P.F. Candle Co. Standard Candle
100% natural soy wax
Hand-poured in California
Phlur Eau de Parfum
Formulated without BHT, phenoxyethanol, parabens, phthalates, olycylic and alicyclic musks
Vegan and cruelty-free
Packaging maximizes recycled materials
Clean at Sephora
Developing Your Clean Fragrance Whether you’re formulating for clean label products or exploring allergen-free and natural options, we can work with you to develop the right fragrance for your customer. We invite you to try our fragrances inspired by the latest trends in clean:
Lavender Sage | All-natural essential oil blend
Lemon Mint | All-natural essential oil blend
Mandarin Ginger| All-natural essential oil blend
Supergreens | Complies with Sephora’s clean standards
Kondo | Complies with Sephora’s clean standards
Orris Santal | Complies with Sephora’s clean standards
This information was shared as part of Orchidia Fragrance’s monthly TREND WATCH email. To sign up, click here.