The Covid-19 pandemic changed consumer perceptions of health and wellness worldwide. Roughly 20–40% of Covid patients experienced anosmia (loss of smell) (4), which underscored the importance of the olfactory sense in daily life. Historically, smell has been marginalized in Western science—considered too “primitive” compared to vision and hearing (3). Yet studies show that up to 80–85% of taste depends on olfaction, and the loss of smell is linked to depression, insecurity, and reduced quality of life, especially in older adults (5).

Consumers also became more aware that their favorite perfumes no longer smelled as before. Changes in European Union regulations on allergens and restricted natural ingredients forced many brands to reformulate, often disappointing loyal customers (6). As a result, demand for natural and transparent alternatives increased (7).

Today’s consumers are informed and demanding: 70% of global consumers say transparency in product labelling influences their purchasing decisions (7, 8). They want to know what’s inside their perfumes, and they want direct access to the perfumer.

Natural Perfumery reconnects us with the authentic origins of fragrance, when perfumes were crafted exclusively from flowers, plants, and natural materials (1, 9). These perfumes are derived from nature and express its richness, harmony, and restorative qualities. Modern consumers are increasingly drawn to fragrances that promote personal well-being — perfumes they wear for themselves, not merely to be noticed by others (10).

Large luxury brands, which rely on celebrity endorsements and glossy marketing campaigns, struggle to offer this authenticity.

Independent perfumers, on the other hand, have thrived. Many choose small-batch production, ensuring quality while personally engaging with clients (11). The Natural Perfumery Teacher’s Academy has trained hundreds of perfumers worldwide since 2020, many of whom changed careers during the pandemic to pursue natural perfumery (11).

This intimacy between perfumer and consumer builds trust, loyalty, and long-term relationships—qualities increasingly valued in the luxury and wellness markets (8, 10).

The benefits of natural perfumery lie in its authenticity, integrity, and transparency. Unlike most famous brands, which often remain distant and secretive about their formulas, natural perfumers are approachable and open. This personal connection fosters trust and allows customers to appreciate not only the fragrance itself but also the philosophy and craftsmanship behind it (11).

Natural Perfumers have also learned to respect the olfactory culture of each country, avoiding the imposition of global trends in scent notes or ingredients, and instead embracing local preferences — for example, understanding that while Chinese audiences often prefer delicate and subtle fragrances, the Middle Eastern world cherishes rich, powerful scents such as oud and buddha oils (2, 12, 13).

Thanks to Natural Perfumery, we are giving work back to many people around the world. In the past, fields were alive with growers, harvesters, and distillers who cultivated precious flowers and plants, but with the rise of synthetic perfumes, many of these traditions disappeared. Today, Natural Perfumery brings a beautiful renewal — restoring ancestral know-how, supporting rural communities, and even helping to protect biodiversity by encouraging the return of aromatic crops that facilitate the vital work of bees (14, 9, 15).

While Europe continues to impose restrictions on natural raw materials (6), other regions are embracing them (18):

• United States: The largest natural perfumery market, home to brands such as Cade Black, Scents of the Texas Hills, Pomare's Stolen Perfume, La Fleur by Livvy, and Therapeutate Parfums or Isis Essentials, a Canadian brand. The U.S. also has extensive lavender cultivation, supporting both perfumery and aromatherapy (16).
  
• India and Southeast Asia: The world’s primary growers of raw materials, with perfumery interwoven into daily life through Ayurveda, yoga, and traditional healing. India remains a “land of perfume”, home to the brand XILA (9).
  
  
• Australia: A land where Wild Oud Oils captures the essence of the Australian outback, a land where precious woods like white and blue cypress, sandalwood or buddha wood are participating to the future of perfumery as they are intense and powerful scents. In Australia, AES Création Naturel and Nihru are leading the natural perfumery market.
  
  
• China: After decades of dominance by Western pharmaceuticals, China is re-integrating its ancestral medicine traditions, shifting consumer demand toward natural and healing products rather than luxury branding (12). The brands Phyt’s and Smellosophy were amongst the first to understand this change.
  
  
• Taiwan: An avant-garde leader in applying natural perfumes across industries—from offices and hospitals to cafés and even cuisine.
  Taiwan is the first country certifying Natural Scented Spaces (17).
  Kristin Chen general manager of Tanshamei International is the leading natural perfumer in the country.

The direction is clear: perfumery is returning to its roots. Consumers are no longer satisfied with synthetic illusions; they seek genuine connection—through nature, through health, and through the artistry of perfumers who work with transparency, authenticity and integrity (10, 13).

The future of perfumery may not be about constant innovation but about honouring the wisdom of the past. As the world reclaims the natural, perfume once again becomes what it always was: a source of healing, beauty, and profound human connection (1, 3).