Nateisha Scott is an editor, freelance writer, content consultant, and host covering beauty, lifestyle, and culture. She has written for global titles, including the 

Sunday Times Style, Harper’s Bazaar UK, Elle, HTSI, Forbes, The

Independent, Grazia, Byrdie, Stylist, The Zoe Report

y. She has also worked extensively with various brands on content marketing, as well as launching content platforms like 111SKIN. Scott has had the pleasure of hosting brand events for Gucci Beauty, MZ Skin, Guerlain, Maison Francis Kurkdjian, Dermalogica, and The Ordinary, and she has participated in panelled events and podcasts.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a new maximalism of feelings, dimensions, and possibilities to reinvigorate them and make their lives feel full.

While people are craving memorable, visceral, and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing, extreme tourism, and different kinds of sensory overload, while others are tapping into more gentle, inward-looking, and contemplative experiences like listening bars and communal spas. It signals the emergence of the' Introvert Economy' of cosy, home-adjacent spaces and activities or seeking soothing and quasi-spiritual encounters through hobbies like birdwatching and forest bathing.

The desire for deeply captivating and emotionally engaging experiences extends beyond the physical world – social media, VR, AR, and even image-based interactions must now resonate to the same degree, creating truly memorable moments and environments.

In this consumer and cultural universe driven by exploration and immersion, the boundary between experiences and material goods continues to blur. We're less likely to see them as a dichotomy, as people are increasingly interested in experiential qualities of things and consuming commodified 'thing-like experiences'. This discovery-oriented mindset is opening up new avenues for fulfilment, gratification, and transformation.

Experience Hunters

Emma South is a Jo Malone Ambassador and fragrance and lifestyle expert. Following years associated with the brand, South hosts regular events where she reveals the inspiration, ingredients, and craftsmanship behind Jo Malone's fragrances.

Dariush Alavi, aka Persolaise, is a multi-award-winning writer and perfume critic with a lifelong interest in fine fragrance. He has written for 

and Now Smell This, among others. He is the author of 

, published by Hardie Grant. His YouTube channel enjoys a strong international following.

Eudora Nwasike is a fragrance specialist, a published journalist, and a magazine contributor promoting the art of fragrance across various audiences. She also runs a fragrance consultancy that provides bespoke consultations to help people discover their scent. Her previous work has been featured in 

, and My Imperfect Life. She was also a panel speaker at Refinery29's 2023 Beauty Breakfast to discuss industry trends and culture shifts from a fragrance perspective. The Fragrance Foundation UK has recognised her as one of the women shaping the landscape of the British fragrance industry.

United Kingdom

Beauty

Fragrance

Dazed

Interview with Dariush Alavi conducted by author

Moodmedia

Interview with Emma South conducted by the author

EcommerceAge

Interview with Eudora conducted by the author

Statista

DFNI

Retail Times

Consumers are embracing fragrance-led journeys and scent-infused rituals, leading many to seek out brands that satisfy their aromatic appetites. With the power of scent driving emotional connections, Jo Malone is helping buyers infuse meaningful fragrance moments into their lives.