With people continuing to spend much of their time indoors, they’re rejecting bold scents in favour of fragrances that are fresh, comforting, and complementary to their home environment. This shift suggests that perfume could be the next big thing in both mental wellness and homecare.

Puig has launched a pop-up store in Paris allowing consumers to create their own perfume blends with the help of on-site experts – and purchase the device for at-home fragrance crafting. With the desire for personalisation growing, tech can tailor luxury goods and entice new audiences.

Subscription boxes have transformed the way many Americans stock up on everyday essentials, – from make-up to toilet paper to snack packs. Scentbird is adapting the model for the modern fragrance buyer, giving them access to hundreds of designer scents for a relatively low monthly cost.

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.