Ourside is a Black-owned luxury fragrance brand working to redress the diversity imbalance in the perfume industry. With self-love, sustainability, and community among its core tenets, it’s certain to appeal to people who want to see themselves in their luxe items of choice.

Salt & Straw has released a line of edible perfumes meant to be spritzed on top of desserts to enhance the experience or simply be worn on the nape of the neck. It's feeding into an appetite for unorthodox culinary combinations as people use food as a form of creative release and self-care.

With representation for minority groups lacking in beauty, some are taking the matter into their own hands to diversify the space. Gabar is a fragrance brand with roots firmly embedded in Myanmar, taking inspiration from the country's heritage in everything from its fragrances to its imagery.

When it comes to fragrance, Gen Zers are looking for scents that resonate with them, encourage self-expression, and evoke feelings of nostalgia. By foregrounding sustainability, gender fluidity, and olfactory wellbeing, beauty brands are beginning to tap into this values-led cohort.