FRAGRANCE
The Next Generation of Fresh
June 17, 2026 | TRENDS
Today’s fragrance consumer is seeking something more intentional. Woody aquatics are rising across categories not just for their sensory appeal, but for what they represent — nature, calm, and a sense of escape. Paired with the continued growth of gender-neutral options, these compositions signal a new era of fresh scents built around wellness and genderless luxury.
Escapism
Shifting away from obvious marine accords, brands are tapping into nature escapism. Notes are more textural with callouts of ocean air, sea minerals, and coastal fog. These elements bring an airy, clean quality that feels calming and modern. Voluspa’s Casa Pacifica does this well, building a coastal landscape from California driftwood, sea salt, and shore brush.
Trendsetters: WMS&Co, Voluspa, Arquiste, Fenty, Sol de Janeiro
Wellness
For Gen Z and Millennial consumers, wellness isn’t just a lifestyle — it’s a scent. Grounding, functional fragrances have become a cornerstone of their daily routines, showing up across multiple categories and touchpoints: fine fragrance, candles, shower products, and beyond. Less a trend than a baseline expectation, these shoppers have simply built wellness fragrance into the way they move through the market. Heretic Parfum exemplifies this with their ‘grounding’ scent Dirty Hinoki that they describe as a ‘forest bath in a bottle’.
Trendsetters: Rare Beauty, Woodwick, Diptyque, Heretic Parfum, Youth To The People
Genderless Luxury
Today’s consumer is moving away from traditional gendered fragrance expectations altogether. Unisex fragrances have seen significant growth in the US market in recent years. Modern day scents are not defined by gender, but instead reflect themes of self-expression, skin scents, and quiet luxury. Glossier’s recent launch, Soie, is marketed as a genderless scent that highlights salty aquatic notes with solar florals and a musk base.
Trendsetters: Bravo Sierra, D.S. & Durga, Cyklar, Bathing Culture, Glossier
Preview our upcoming Blue Edge collection!
Seaside Woods
Familiar heart notes of coconut and vanilla envelop a forest of deep patchouli and sandalwood accented by hints of damp petrichor, fig leaf and jasmine.
Coastal Tea
Bright citrus illuminates an accord of Vietnamese green tea, lotus and soft aquatic notes on a base of earthy vetiver root and cedar.
Black Sands
Spicy cardamom and the subtle earthiness of carrot seed layer with watery marine elements and abstract florals over a depth of rich ebony and black tea.
Join us live and discover how fresh aquatic notes paired with warm woody accords are resonating with consumers across categories.
Flavorchem and Orchidia specialize in the creation and manufacturing of flavor, color, and ingredient solutions.