Tag Archives: fragrance trends

2021 Trend & Fragrance Forecast Sneak Preview

Inspiring Trends in the New Reality

The global pandemic disrupted every aspect of our lives including the fragrance industry in more ways than we imagine. As consumers adjust to the new reality, we bring you the top trends that will be most influential shaping the fragrance industry in 2021 and beyond. Here’s a sneak peek into our curated predictions.

Essential Wellness

Holistic wellness and self-care will be a key focus and top of mind for consumers. With stress levels at an all-time high, consumers will shift back to trusted, safe, reliable fragrances for comfort. Consumers find clean, serene fragrances to be both soothing and reassuring.

Trendsetters: Colourpop, CND, Jo Malone

Conscious Fragrance

Consumers will be more deliberate with their spending and seek ethical, transparent, purposeful brands. While animal-derived ingredients have been phased out of perfumery, consumers are now more conscious of vegan fragrances and seeking products that explicitly calls this out. Vegan fragrances will include more woody, warm notes.

Trendsetters: Raw Sugar, Kiko, Otherland

Reimagined Formats

Consumers have become more in tune with the environment and the waterless movement is powering some of the innovation behind solid formats with a reimagined look to captivate audiences. From fine fragrance to personal care products, brands are elevating solids providing opportunities in impactful scent delivery. Brands get playful while layering floral and citrus notes.

Trendsetters: CHANEL, Garnier, Diptyque

Sample Our Latest Fragrances

Luminous Tranquility

An opening of bright citrus infuses with notes of white tea and sheer florals for a relaxed botanical feel, rounded by comforting layers of clean musk.

Top: Citrus Notes
Middle: White Tea, Muguet & Linden Blossom
Base: Sheer Musk

Embers & Ash

Notes of forest fir balsam and rich spices radiate over a cozy base of musk and warm sandalwood enveloped by the subtle sweetness of brown sugar.

Top: Fir Needle Essential Oil, Cinnamon & Black Pepper
Middle: White Florals & Fir Balsam
Base: Musk, Sandalwood & Brown Sugar

Peony & Pamplemousse

Notes of bitter orange and pink pamplemousse add a lively citrus tartness to a heart of garden peony wrapped in warm musk and amber.

Top: Bitter Orange
Middle: Peony & Pink Pamplemousse
Base: Amber & Musk

To request a copy of the 2021 Fragrance Forecast, please email [email protected]

Essential Oils Represent Major Growth for Brands

The clean and natural movement put the spotlight on essential oils and now amidst the global pandemic, products featuring EOs are surging in popularity. From fine fragrance to all-purpose cleaners, the global essential oil market is expected to reach USD 14.1 Billion by 2026, growing at a compound annual growth rate (CAGR) of 9.3% from 2020 to 2027 according to Facts & Factors.

EOs in Air Care

Major household brands like Air Wick started incorporating EOs into their products, promoting a “relaxing workspace or a peaceful home environment” with a variety of fragrances made from essential oils. Meanwhile, trendy brands like Wndrmade use a complex blend of 100% pure, wild, and organic essential oils that appeal to mindful consumers seeking all-natural fragrances and EO classics.

Trendsetters: Air Wick Vanilla & Pink Papaya Scented Oil, Wndrmade PCHL Candle, Project 62 Neroli Ylang Ylang + Eucalyptus Room Spray

EOs in Personal Care

Personal care brands are harnessing the power of plant actives and aromatherapy benefits in new product launches. Public Goods, a direct-to-consumer brand, offers personal care products “powered by a blend of essential oils to nourish and cleanse your hair [and skin], rather than using harsh detergents and chemicals that will strip and erode it.” Taos Aer’s artisanal essential oil deodorant scents are made with 100% naturally-derived ingredients that “honor your body with integrity, reliable performance, and clean formulations.”

Trendsetters: Public Goods Shampoo, Taos Aer Palo Santo Blood Orange Deodorant, Jo Malone Lavenderland

EOs in Home Care

Laundry detergents, all-purpose cleaners, and even hand soaps are utilizing essential oils, with 39.8% of essential oils ending up in home use applications according to Grand View Research. The inclusion of essential oils is typically accompanied by suggested aromatherapy benefits. The most popular essential oil, orange oil, now accounts for approximately 23% of the essential oil market by volume according to Trusted Business Insights.

Trendsetters: Gain with Essential Oils, Humble Suds All Purpose Cleaner, Young Living Lushious Lemon Foaming Hand Soap

Try these fragrances infused with essential oils from our new hand soap collection!

Orange Citrus Fragrance

Energizing citrus notes and garden geranium warmed with a spicy undercurrent of ginger.

Featured EOs: Lemon, Ginger, Orange, Coriander, Geranium, Bergamot

Eucalyptus Mint Green Tea Fragrance

An herbal medley of spearmint, eucalyptus and sage infuses green tea with a sense of spa-like relaxation

Featured EOs: Cornmint, Eucalyptus, Spearmint, Sage, Peppermint, Clove Leaf, Bergamot, Lavender, Geranium, Basil

Cherry Blossom Fragrance

Dewy notes of effervescent pink cherry blossom and crisp apple warmed with amber woods

Featured EOs: Orange, Ylang Ylang

To request samples, email [email protected]

Trending Kids’ Fragrances

While back to school looks different for everyone this fall, families are stocking up on seasonal essentials and learning supplies. Here is a look at the top trends in kids’ fragrances with notable product launches to engage the senses.

Wonderful Watermelon

Fruity fragrances remain hugely popular for children and watermelon scents are trending across product categories.

Trendsetters: More Than Magic Watermelon Hand Sanitizer, Dial Kids Tear Free Watery Melon Body Plus Hair Wash, Pillow Pets Sweet Scented Watermelon Ladybug Plush Toy

Classic Sweets

The Toy Association identified nostalgic brands as a key trend for 2020. Look for sweet treats inspiring fragrances and imagery in toys and stationery.

Trendsetters: Dr. Stinky’s Scratch-N-Sniff Stickers Charleston Chew, Kid Robot Yummy World Sandy Neopolitan Ice Cream Sandwich Plush, MGA Num Noms Snackables Silly Shakes Candy Corn Smoothie

Great Green Apple

Consumers commonly associate the smell of green apple with “fresh” and “clean,” making it one of the most popular fragrance notes in kids’ personal care products.

Trendsetters: Suave Silly Kids Apple 3in1 Shampoo + Conditioner + Bodywash, Aussie Kids Bloomin’ Apple Detangler, The Mane Choice Green Apple Kids Leave-In Conditioner

Super Stinky

Uniquely smelly scents— think Socks, Dirt, and Moldy Sponge, bring a fun surprise to stationery and toys.

Trendsetters: Crayola Silly Scents Stinky Crayons, TOMY Stink Bomz Plush, Trend Enterprises Zombie Fruit Dirt Scent Scratch ‘n Sniff Stinky Stickers

To request samples, email [email protected].

The Top Trending Gender Neutral Scents

Leading brands are creating products that are gender neutral. We surveyed the market to identify the most popular scents in these universal products. Here are the fragrances trending now.

Seaside Herbs

The refreshing aroma of an oceanside garden features in a range of new products. Fragrances combine notes of sea salt, ocean air, and fresh herbs.

Trendsetters: Bath & Body Works Seaside Lavender Candle, Method Beach Sage Liquid Fabric Softener, Raw Sugar Peppermint & Sea Salt Hand Sanitizer

Cool Mint

Often associated with cleanliness, minty scents are trending across categories. Perfumer & Flavorist has declared a “minty moment for perfumery” and anticipates that consumers will increasingly buy mint-scented products in reaction to COVID-19. 

Trendsetters: Mrs. Meyer’s Peppermint Multi-Surface Everyday Cleaner, Ooly Pastel Mints Scented Highlighters, Garnier Fructis Invisible Dry Shampoo Mint Mojito

Uplifting Grapefruit

Classic and sophisticated grapefruit fragrances brighten products created for use by everyone. Grapefruit shines both on its own and in more complex blends. Aesop says, “Our newest body cleanser is an uplifting blend of Petitgrain, Grapefruit and Lemon.”

Trendsetters: Aesop Citrus Melange Body Cleanser, Molton Brown Vetiver And Grapefruit Eau De Parfum, Nest Grapefruit Reed Diffuser

To request samples, email [email protected].

Summer Scents Trending Across Product Categories

Lush floral and juicy fruity are the fragrance themes of this summer. Here are the scents trending across limited-edition and new product launches right now.

Blooming Peony

Peony is a top fragrance this season and expected to have lasting power. Mrs. Meyer’s launched its limited-edition peony scent across applications while other top brands incorporated the floral aroma in their permanent lines.

Trendsetters: Mrs. Meyer’s Peony Dish Soap, Dove Renewing Peony and Rose Oil Body Wash, Avon Flourish Peony Rosé Eau De Parfum

Succulent Peach

The summertime staple fruit lends an invigorating and nostalgic feel to numerous product applications. Fragrance characters range from sweet and juicy to light and refreshing.

Trendsetters: Bath & Body Works Georgia Peach Candle, Victoria’s Secret Peach Nectar Lip Gloss, Vagisil Scensitive Scents Peach Blossom Bath Bomb

Lush Lilac

Lilac or “millennial purple” is a key color in fashion apparel for the year. Simultaneously, limited-edition home care and popular personal care products feature fragrances with a prominent lilac note.

Trendsetters: Febreze Lilac & Violet Car Air Freshener, Native Lilac & White Tea Deodorant, Love Beauty & Planet Indian Lilac and Clove Leaf Shampoo

To request samples, email [email protected]

Brands Shift How Consumers Trial New Products

With limited in-store interaction, brands must change how consumers test new products. This month, The Benchmarking Company conducted a study that found 73% of U.S. women intend to continue buying beauty products online-only even after shelter in place mandates are lifted. For products where fragrance is an integral part of the user experience, brands offer alternatives to testing in person. Here are three ways companies are pushing the trial of new products.

Regimen Kits

In personal care, regimen kits offer full beauty routines in a smaller size with a lower cost commitment. The Benchmarking Company found 42% of U.S. women currently want regimen kits that meet their specific beauty needs.

Trendsetters: Target Beauty Men’s Grooming Kit, Bliss Spa to Glow Gift Set, elf Cosmetics Skin Hit Kit

Curated Subscription Boxes

In scented products, curated subscription boxes give consumers the flexibility to test a plethora of products from home. Users can even submit their preferences to tailor the products they receive. The Benchmarking Company found 45% of U.S. women want self-curated beauty boxes.

Trendsetters: Ipsy Glam Bag, Vellabox, Scentbird

Discovery Sets

Trial-size sets let customers test several fragrances before committing to a larger size. In candles and fine fragrance, these scents are often designed to combine. For example, Skylar’s Sample Palette encourages shoppers to “use these delightful minis to discover your new signature scent or layer multiple scents to match your mood.”

Trendsetters: Skylar Sample Palette, Voluspa Votive Candle Set, Ethique Eco-Friendly Hair Sampler

Try our Scent Adventurer collection. Each fragrance stands alone and layers with the other fragrances to create bespoke scents.

Fig & Oak

Earthy yet sheer. The fruit and leaves of the fig tree deepen to a base of oak and moss, revealing a sense of understated sophistication.

Lemon & Amber

Crisp lemon blends with sheer florals against the lingering warmth of amber and musk. The subtlety of this scent lends itself to effortless pairing.

Peach & Musk

A whisper of jasmine reveals notes of velvety white peach over a base of musk. Lends creamy warmth to other layers.

Sea Salt & Water Lily

Gentle greenness mingles with water lily on a subtly tangy base of sea salt and ocean air. Imbues other layers with an airy aquatic feel.

Rose & Oud

Juicy raspberry notes infuse rose petals with jam-like sweetness on an alluring base of precious oud. Adds opulence and sensuality to other layers.

Pear & White Blossom

Juicy notes of crisp green apple and ripe pear bloom into a sensual base of freesia. Accentuates other layers with sweetness and bright floralcy.

To request samples, email [email protected].

Brands are Capitalizing on the Wellness Movement

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.


Sleep Optimization

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 Exercise

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.”


Healthy Home

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:

Lavender + Patchouli
Vanilla + Cedarwood
Rosewater Vanilla
Lemongrass
Lavender + Chamomile

To request samples, email [email protected]