Wellness & Luxury Kindle The Home Fragrance Market 

With the start of a new year, wellness resolutions are top of mind for hopeful goal-setters. And players in the home fragrance market want consumers to stop and smell the roses. Literally. 

According to the Monell Chemical Senses Center, sense of smell is central to how consumers interact with the world and how they form memories of special moments and bonds. Research suggests that 75% of all emotions generated every day are due to smell. As such, consumers are 100 times more likely to remember something they smell over something they see, hear or touch. 

A Good Impression

“Just like there is a link between an individual’s scent including natural body odor or applied fragrance affecting a first impression, there is a link between a pleasant-smelling home and a first impression,” says Amy Marks-McGee, a fragrance and flavor marketer and owner of Trendincite LLC. “If a homeowner has pets and uses home fragrance to mitigate the malodor and non-pet-person visits, the scent may impact the initial impression subconsciously. It may also depend on how effective the home scent is in neutralizing the malodor.”

The rise in cannabis use across hotels, condominiums and apartment complexes in the US prompted ScentAir’s September 2023 launch of Cannabis Odor Neutralizer. Its patented odor-neutralizing technology detects and bonds with cannabis smoke molecules to alter them, making them undetectable. The odor neutralizer leaves behind the fresh scent of white tea blended with light fruits and subtle amber without a trace of the offensive smell. 

“For businesses like hotels and multifamily communities, it’s important to manage odors that might irritate some,” said Evin Ellis, ScentAir’s director of global marketing. “In homes, people want to enjoy their preferred adult substance without drawing unwanted attention. We’re excited to be able to offer our patented odor neutralizing technology to target the problem and help both types of customers have a space they feel good about.”

Home fragrance brands can also feel good about this bit of sales data—air freshener sales rose 2.8% to $4.7 billion for the year ended Nov. 3, 2024, according to Circana (see chart).

Realtors are capitalizing on scent trends to sell property. Marks-McGee says retailers and hotels invest in scent marketing with the creation of signature scents like gourmand—specifically, vanilla or cookies—to entice prospective buyers. Both notes evoke a sense of warmth and comfort.

But marketers shouldn’t whip up a batch of cookie scents if the notes don’t fit their brands. Caroline Fabrigas, CEO of Scent Marketing Inc., insists that scent specifically designed to align with a brand’s values enhances brand identity, increases a product’s value proposition, extends a stay, prolongs a visit and augments client loyalty.

A Nose for Nostalgia 

When it comes to current fragrance trends, what’s old is new again—literally. Newstalgia uses nostalgic items to create something new in both scented and flavored consumer packaged goods, Marks-McGree said. 

“Gourmand scents and comfort foods are popular because they are often familiar and can conjure positive emotions linked to simpler, less stressful times associated with youth,” she said. 

Kentucky-based, family-owned candlemaker Goose Creek, was founded by Chuck Meese in 1998. It’s been a standout player leveraging this trend with its ongoing collaborations with food and beverage brands. This year, the brand—which has grown into mass production facilities across the US—partnered with Betty Crocker, Good Humor, Pillsbury, Popsicle and Pop-Tarts. 

Savory flavors are also being turned into home runs for home fragrances. Campbell’s teamed up with CAMP, the Family Experience Company, to launch “Scents of Sides Season,” a limited-edition candle collection in Apple, Fennel & Herb stuffing, Everything Bagel-Seasoned Mashed Potatoes, Green Bean Casserole and Jalapeno Cheddar Mac & Cheese scents. These collaborations are multi-sensory and engage consumers from multiple touchpoints, according to Marks McGee.

Homesick, whose mission to “spark nostalgia” since its 2016 founding, partnered with KFC to launch a limited-edition line of Bucket of Chicken air freshener and candle, along with a Buttery Biscuit candle. 

More than food, beloved movies and television are another nostalgic selling point for home fragrance. Homesick released a Barbie Dreamhouse Candle after 2023’s summer smash “Barbie.” The candle has notes of rose bush, lemon zest, sandalwood, pink jasmine, plush velvet and sweet peony. The brand also released a candle as an ode to Ken with notes of hay, cinnamon and leather so men can experience their own “Mojo Dojo Casa House,” what Ken called his home in the hit flick. The brand also has released a “Jerry’s Apartment” candle after the beloved 1990s sitcom “Seinfeld.” The candle is aimed to give fans a whiff of the protagonist’s New York City apartment on the Upper West Side with notes of suede leather, cereal, Festivus cinnamon, vanilla, cedarwood and, of course, marbled rye.

Teaming up with DC Comics, Homesick has introduced Gotham City and Metropolis candles, which are sure to be hits with fanboys waiting for the next installments of The Batman and Superman. Gotham City includes notes of smoke, leather, rose buds, violet leaves and tonka bean. Metropolis contains citron, bergamot, amber, tonka, smoked cedar, clove, concrete, musk and oakmoss.

Functionality Is Key 

Aside from scent’s infectious nature, which can shape first impressions and imbue new meaning to home comfort, functionality plays a role During the covid-imposed lockdown in 2020, scent-scaping was the new fad in home fragrance trends as consumers were strategic in scenting different rooms to alleviate stress and set the mood for success. This behavior continues five years later as a hybrid work environment has become the new normal. 

“Brands are using buzzwords like functional fragrances, neuroscents and wellness fragrances,” said Marks-McGee. “Functional fragrances are the evolution of aromatherapy and aromachology. Brands are formulating fragrances with ingredients and essential oils backed by science.”

Home fragrance brand Atmos—founded by past Young Living Essential Oils executives Kristen Knight and Wayne Moorehead and Tyson Andrus—utilizes high-end fine fragrance with an Internet of Things-enabled device to elevate the home fragrance experience. Short for Atmosphere, Atmos was born out of a desire to create calm amidst the uncertainty of the covid era. 

“People invested more time and money into their homes,” said cofounder Wayne Moorehead. “Kristen and I come from Young Living Essential Oils where it was an enormous part of the business from a smart diffusion perspective: A, to solve some problems of other devices and products and B, give people the opportunity to have much more flexibility and control over that process.”

The patent-pending device, connected to Alexa, has three slots to emit three different fragrances. They can be used independently or stacked to create a layered scent journey. Five settings control fragrance intensity, enabling fragrance enthusiasts, novices and experts alike, to choose the perfect scent for every time of day.  

What sets Atmos apart from similar offerings on the market is its premium fragrance profile. Formulated by The Perfumery in Indianapolis, IN, Atmos’ fragrances contain three notes and are botanically based with other natural ingredients. 

The fragrance ingredients market is projected to climb 5.1% a year to reach nearly $22 billion by 2029, according to a recent report from Markets and Markets. Analysts attribute the gain to rising interest in “clean labels and ingredients.” Currently, more fragrance brands are focusing on transparency with the decline in the use of synthetic additives, and a blossoming use of essential oils, according to Markets and Markets researchers.

Atmos’ sophisticated scent profile includes Aspire. It includes citrus notes that lead into Moroccan rosemary, Indian jasmine, Egyptian neroli and a touch of salty aquatics. According to Atmos, Aspire is best diffused in a home office space to keep the worker focused and energized. If an Atmos user is stuck in five o’clock gridlock, they can turn the device on via their Atmos app to prepare for homecoming with a scent like Dream, a lavender and vanilla derivative best suited for nightly diffusing in a bedroom when a user seeks to unwind after a stressful day. 

Atmos’ Banana Bread scent—in the gourmand category—aims to bring back comforting kitchen table memories where mom served up slices of the warm, sweet loaf. Marks McGee says gourmand fragrances will continue to dominate in popularity this year. They’re drawing inspiration from nostalgia and current food and beverage flavor trends, including tea, coffee, baked goods and various global flavors, savory scents and cocktails. 

Clean-Burning Candles 

Non-Gender Specific—a gender-neutral beauty brand providing botanical-rich, vegan formulas— is also capitalizing on the gourmand fragrance trend with a new candle inspired by the tantalizing flavors of the cherry cocktail. “Brooklyn Baby, Cherry Noir” is likened to a bouquet of dark cherries that melts with warm, sensual notes of liquor and spices aimed to exude a “sexy, boozy and slightly smoky ambiance.” Reminiscent of amaretto, notes include whiskey, bourbon, vanilla, cherry, scotch, smoke, ginger and amber. “Brooklyn Baby, Cherry Noir” is made from a blend of soy vegetable wax. Together with a 100% cotton lead-free wick, the candle is housed in a sleek glass vessel with a burn time of roughly 50 hours.

Marks McGee says plant-based waxes such as soy and coconut are on trend because they are considered “cleaner” and eco-friendly. But what, exactly,  is considered “clean?” 

Faiz Bhora, MD, FACS and chief of Thoracic Surgery at Hackensack Meridian Health Central Region, said candle purchasers are encouraged to use naturally based and high-quality candles made of soy, coconut wax or beeswax.

“The safest way to use home fragrances is to avoid direct inhalation of smoke or other aerosols,” he told Happi. “The safest way to burn candles is to trim the wick before burning to reduce smoke and soot production and burn candles for less than four hours.”

One home fragrance brand that prioritizes fragrant air care while being mindful of the sensitivities of those with allergies and migraines is luxury candlemaker Aembr. Founded by former anesthesiologist Kristina Braly in 2022 in Houston, TX, the brand makes clean-burning candles molded from a coconut-apricot wax free from carcinogens, mutagens, phthalates, parabens and other potentially harmful chemicals.

“As a burned-out anesthesiologist in toxic medicine, I’m not going to make a scent in any way shape or form that doesn’t soothe the soul,” Braly told HAPPI. “Aromatherapy is a huge component of that.”

The name “Aembr” derives from Braly’s favorite scent amber and the “AE” is a symbol for her Norwegian heritage. The brand applies the Scandinavian art of Hygge, a word in Danish and Norwegian that describes a cozy, contented mood evoked by comfort and conviviality. A core part of the culture in Norway and Scandinavia, they create a cozy scene by lighting candles, turning on table lamps, wrapping themselves in cozy blankets and curling up with a book by the fireplace. The brand’s namesake candle, “Hygge,” mirrors the movement. The fragrance, part of the brand’s winter collection, contains notes of apple cider, mulled wine, orange peel, red currant and mulling spices. 

Another novel idea by the indie home fragrance brand is its Bibliotek candle. Inspired by the Bodleian library, the bookish scent is said to evoke images of sipping a glass of brandy with a leather-bound book curled up with a weighted blanket by a crackling fireplace. Notes that make this fragrance, which belongs to the woody spicy family, include rosewood, tonka bean and the old-book smell common at the local library. 

Paying homage to the winter sky’s spectacular starry skies is North Star. The scent contains star anise, cardamon, cassis and luxury vanilla to bring a warm, sensual “winter vanilla.” Aromatherapy aspect is just as critical as its health benefits. 

Another indie home fragrance brand making safety a priority is Conklin Candle Co. in Toms River, NJ. Created by 20-something sisters and business partners Jillian Conklin and Amanda Funicelli, the company was born out of a love of candles and safety using them. 

“Neither of us had much of a background [in home fragrance, but] we knew what it was like to be a customer in this market,” said Conklin, adding that ‘clean burning’ was an important aspect to them. 

Funicelli, a former special education teacher, and Conklin, who has a nursing background in gastroenterology, created a company that manufactures candles that are safe to burn around home and children. 

The eureka moment for the brand went off with their father’s air purifier when they were burning a candle one evening. This “science experiment” prompted them to start their own clean burning candle company to ensure candle-lighting safety, especially with infants in the home. The women eventually tracked down a US-based manufacturer they found online who centers on clean-burning candles which they deemed the right one to execute their vision. 

Their venture, Conklin Candle Co, makes 100% renewably-sourced, toxin- and phthalate-free vegan soy wax with lead-free cotton wicks to provide a “clean, bright burn” for up to 70 hours. Each candle is housed in a decorative matte-glass vessel emblazoned with a “C” logo; its soy wax produces less soot, according to the founders. 

A Celebrity Spark 

A celebrity-owned brand keeping wellness and luxury top of mind when it comes to candle-crafting is Actress Courteney Cox’s Homecourt. In November, Cox’s luxury lifestyle brand reimagined its best-selling CeCe fragrance (named for her daughter) as a limited-edition five-wick candle and reed diffuser. Housed in a ceramic vessel with 80 hours of burn time, the Cece signature candle, $350, emits notes of Guatemalan cardamom, dried mate absolute leaves, Sri Lankan cinnamon, carrot seeds and leaves, Indonesian patchouli oil and vetiver oil.

The reed diffuser four-piece set features a matte black ceramic vessel, 200 milliliter reed diffuser oil, black rattan reeds and a stainless funnel. 

At the Cosmetic Executive Women’s 2024 Beauty Awards luncheon last Fall at New York’s Marriot Marquis, Homecourt’s Balsam Fireplace Scent won Indie Scent of the Year, Designed to mimic the comfort of a crackling fire, the fragrance includes an enticing blend of fresh evergreen woods, warm juniper spice and salted amber.

Bath & Body Works also took home the Best Home Scent award for its Laundry Day Wallflowers Fragrance Bulb and Scent Control Heater. This past holiday season, its Winter Candy Apple was a top gift. 

On the heels of its CEW award, Bath & Body Works figuratively lit 13 candles to celebrate its annual Candle Day event in December. The three-day fête offered discounts on BBW three-wick candles, including more than 50 Candle Day exclusives and six new-to-the-brand fragrances that dropped at the shopping event. Prior to, a fun run hosted by Gold Medalists Hunter and Tara Davis-Woodhall and Jordan Chiles led participants pounding the concrete jungle from the New York Stock Exchange—where BBW CEO Gina Boswell rang the opening bell—to Hudson Yards to light a 12-feet-high three-wick candle, which had an accompanying 12-foot matchstick, to kick off the countdown to Candle Day.