We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

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.

Combining cutting-edge tech with state-of-the-art science and an entrepreneurial mindset, a new cohort of start-ups is offering an array of functional fragrances with the promise to revamp people’s wellbeing. How can brands tap into these shifting attitudes among consumers?

Founded by ex-beauty editor Brianna Arps, Moodeaux is a Black-owned fragrance brand aiming to disrupt the industry. It has responded to demands for scents that also work as a skincare product, enhancing the wearer's mood through fragrance while bolstering self-care practices.

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.