Scent, and the lack thereof, has been a defining feature of the pandemic. As people return to more public living, the return of fragrances is set to play a pivotal role. Le Labo’s Santal 33 is a strong example of how branding and design can place perfume firmly in the public’s imagination.

Created by online influencers Mona and Huda Kattan, luxe perfume brand Kayali is introducing the world to Middle Eastern traditions. It’s appealing to young beauty buyers who are losing interest in celebrity-endorsed scents but who remain highly receptive to tips from social media personalities.

Major luxury brands reign over the global fragrance market, but in China, many scent shoppers are eschewing big names in favour of small-scale and home-grown perfumiers. Why exactly are they drawn to niche labels? And how can international brands adapt their strategies accordingly?

As the stress of the pandemic inspires more people to practise self-care, perfume is playing an important role in the wellness space. O My Note is tapping into the growing desire for escapism and calm afforded by scent. It uses storytelling and AI to help people find their perfect perfume.