Across the home fragrance category, gifting continues to drive spending year-round. Candles and diffusers represent a key sector in the home decor category, with lifestyle brands embracing the home fragrance phenomenon to give consumers a greater opportunity to engage through merch and gifting sets. 

Brands are reshaping how they market home fragrance by taking cues from fine perfumery. More complex scent profiles with creative layering and playful descriptions are elevating the category and adding an expressive edge. Meanwhile refreshing elements include captivating storytelling with subversive narratives, darker aromatic combinations and ceremonial interactions.

The power of scent to enrich emotional connections and transport us to distinct places and memories continues to hold great commercial opportunity. Brands are revealing comforting scents that conjure the feeling of home and challenge the notion of belonging. More memorable travel and hospitality experiences with bespoke scented spaces are also enticing consumers.

With wellbeing at the forefront of many consumers’ minds, brands are seizing the opportunity to position their offerings as vital to self-care. Fragrances inspired by the great outdoors speak to nature-lovers, while neuroscience is harnessed to create sensorial experiences. Elsewhere, wellbeing takes precedent as flame-free formats promise healthier scenting.