Marianne Eloise is a journalist and commentator on neurodivergent issues. She has written for publications including The Cut, 

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

Huib Maat is a perfumer and the founder of perfumery 

Deborah Bettinson is the PR manager at perfumery Ashleigh & Burwood.

United States

Shopping

Home and Relationships

Fragrance

Furniture Production

Statista

IKEA

in-cosmetics connect

Dazed

MADE

Dentsu

PR Newswire

NCBI

Springer Link

Globe News Wire

Cosmetics Business

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?