"Flash forward to today, and the landscape couldn't look more different. For starters, thanks to accessible education and unfiltered reviews, social media has democratized the industry. Niche names now rival (and often replace) the big players, formulas have gotten cleaner and more sustainable, and new formats - lotions, solids, and more - share shelf space with traditional spritzes and sprays."
"Certain floral notes - like rose, jasmine, and lavender - are so popular in fragrance, you can recognize them with one sniff. When Jasmina Agnovic launched Future Society, she wanted to introduce the world to aromas they'd never smelled before, and turned to extinct plants to make it happen. Using biotechnology and DNA sequencing that feels straight out of a Jurassic Park film, Agnovic and her team formulate with florals that no longer exist in the natural world."
Fragrance consumption has shifted from loyalty to single department-store signature scents toward a fragmented, exploratory market. Social media democratized information, enabling niche brands to rival legacy houses and encouraging cleaner, more sustainable formulas. New product formats — lotions, solids, and more — coexist with traditional sprays. Functional fragrances now target mood and sensory storytelling as much as olfactory notes, while gourmand and boozy blends stand alongside classic woods and florals. Biotechnology enables creation of novel aromas, including formulations based on extinct plants through DNA sequencing. Innovators are reshaping perfume with experimental materials, narratives, and sensory-first approaches.
Read at Bustle
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