According to the business' perfumery marketing specialist Léa Martin, younger people are rediscovering spirituality often through social media channels like TikTok and as a result this is now “redefining olfactory preferences.”
Martin noted that there has been an increased demand for fragrances that evoke spirituality “especially for those seeking a path to emotional balance and inner peace.”
The fragrance house has combined its wealth of perfumery experience with dsm-Firmenich’s 50 years of consumer data to help it anticipate market and consumer trends.
This revealed that the percentage of scent consumers interested in alternative rituals such as meditation, astrology, crystals, aromatherapy and tarot reading is growing and that it is “creating new types of spirituality that blend the mundane with the divine.”
Martin noted that according to National Geographic, in 2023 at least 1.5 million people in the US said they identified as Pagans in 2023, which was up from 134,000 in 2001.
She also highlighted that the #witch hashtag has over 24.1bn views on TikTok.
Spiritual connection in the creation of fragrances
“In terms of fragrance, olfactory notes related to spiritual rituals are combined with more refined scents that promote inner peace and balance,” she explained.
“In this context, notes related to religious rituals, such as frankincense, purifying palo santo, mystic oud, or rosewood, are inspiring the market alongside lesser-known woods and resins.”
She observed that there is a continuous pursuit of authenticity and spiritual connection in the creation of these fragrances.
“Some examples in the market include Smoky Soul by Olfactive Studio, Cannabis Dolce by Bois 1920, Santal Nirvana by Maison Rebatchi, and Heaven Can Wait by Frederic Malle,” she shared.
In terms of how Scentmate has been working with customers to translate their spiritual brand story into a fragrance, she said that its perfumers will select ingredients to craft a perfume that “transports you to a spiritual dimension” and that it’s “all about imagination and creativity.”
When creating the scent, it uses ingredients that “when combined, have the power to transport us to temples, mystical spaces, and ancestral rituals,” she explained.
Some examples of these are sandalwood, cedarwood, frankincense and leather.
“We cannot overlook the enchanting Sandalwood,” she explained. “This mystical tropical tree boasts an ancient history, with its heartwood retaining its incredible fragrance for decades.”
She highlighted that sandalwood is known in Sanskrit as ‘Chandana’, which translates to ‘wood for burning incense’ and that it is revered worldwide for ceremonies and spiritual practices.
“The combination of elemi, pine needles, frankincense, and refreshing cardamom transports us to sacred temples nestled within evergreen forests,” she continued.
“Additionally, notes of leather, sandalwood, and Virginia cedarwood can imbue a fragrance with a darker, warmer essence, enhancing its depth and complexity.”
Scentmate also uses its patented fragrance technology, Emotions, which Martin says is “capable of eliciting feelings of relaxation or happiness in those who smell a fragrance, thus transforming the act of smelling a fragrance into an experience that transcends the senses.”
"Perfume as a magical object"
Martin pointed out that many of the most enigmatic fragrances launched in 2023 were designed as talismans that were “capable of helping consumers find a connection with their spirituality."
A talisman is an object believed to possess magical powers and bring good luck.
“Similarly, today's consumers seek perfumes that enhance their personality, boost their confidence, and showcase the best parts of themselves,” she explained.
“Brands are shaping their communication strategies in this direction, positioning perfume as a magical object capable of bestowing unique powers.”
“Spirituality is also about deeply connecting with our mind and body, having full awareness and control of our senses,” she continued.
“Olfaction is one of the most powerful senses of the human body, directly linked to memory and emotions. Therefore, it is natural that people interested in incorporating spiritual inspiration into their daily lives are paying attention to how perfume can positively impact this spiritual routine.”
