The Indian beauty market has been thriving over the last few years as consumers look back to explore the culture deeply rooted in ancient practices. These have been transformed with the help of modern sciences to create transparently formulated products that are inclusive and diverse.

People’s beauty choices can say a lot about their identity – and that applies as much to nail polish and lipstick shades as it does to fragrance preferences. Yet while some pick perfumes and aftershaves solely based on how they smell, others are seeking brands aligned with their values or scents that facilitate experimentation and relaxation.

The pandemic introduced a new world of possibilities in terms of wellbeing, as people had more time to explore online retail in the self-care industry. With perfume marketing evolving from selling sex to promoting wellness, how can brands cater to consumers’ desire for feel-good fragrances?

When picking out perfume or aftershave, people often opt for fragrances that help them communicate their values or let them experiment with their aesthetic identities. Having explored this behavior in our Beauty Sector Snapshot, Canvas8 spoke to eight Americans about their scent preferences.