In April, we turned the volume down and tuned in to something softer, more personal, and deeply resonant, the Sense of You movement.

This was a story about subtle scent, but big emotion. It was about fragrance as self-connection, not projection. A new kind of luxury rooted in ritual, minimalism, and mood.

Why This Trend Resonates Now

Consumers are increasingly leaning into experiences that feel grounded, intentional, and emotionally attuned. As wellness blurs with beauty and minimalism takes centre stage, soft-skin scents and mindful fragrance rituals are thriving. This isn’t just about what a perfume smells like, it’s about how it makes you feel.

The Hero Scents

We championed four fragrances that captured this new wave of intimacy:

WA:IT – Hito: a meditative fragrance steeped in Japanese-Italian ritual
27 87 – Hamaca: sandalwood serenity that lingers like a memory
Parle Moi – Milky Musk: warm, quiet musk wrapped in comfort
Nasomatto – Nudiflorum: raw, tactile, and undeniably skin-on-skin

Each offered a slightly different take; from milky and dreamy to earthy and primal, but all shared one thing: they were designed to melt into skin and mood.

How Retailers Made It Work

This was a plug-and-play trend that came to life beautifully in-store. From clean tester stations and mood-led discovery sets to storytelling displays near skincare or minimalist fashion, retailers had plenty of ways to bring this to the floor.

Retailers who leaned in saw:

• Greater trial rates on musky or “quieter” scents

• Customers resonating with intentional scent rituals

• More time spent browsing and sampling

The Takeaway?

Skin scents aren’t going anywhere. They speak to self-care, intimacy, and the slow luxury customers crave in a fast world. Keeping these scents front and centre, especially with the right storytelling tools, ensures you're not just selling perfume. You're selling presence.