If homeware is the new fashion, then home fragrances, such as sprays, candles, and diffusers, are the new perfume. The home fragrance industry has seen a recent boom thanks to a newfound focus on curating our living spaces. What’s behind this shift in behaviour and how can brands align with this?
Huib Maat is a perfumer and the founder of perfumery Pairfum.
Deborah Bettinson is the PR manager at perfumery Ashleigh & Burwood.
Marianne Eloise is a journalist and commentator on neurodivergent issues. She has written for publications including The Cut, The New York Times, Courier, Dazed, Vulture, i-D, The Guardian, and Mic.