The fragrance industry is experiencing a wave of innovation, with brands introducing mood-enhancing technologies and multi-functional products that redefine sensory experiences. From Givaudan's advanced MoodScentz+ platform to VEXA Beauty's peptide-infused perfumes, companies are exploring the intersection of science, emotion, and scent. Meanwhile, Touchland and Nautica are expanding their offerings with creative, mood-boosting solutions that combine functionality with fragrance.
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The fragrance industry is experiencing a wave of innovation, with brands introducing mood-enhancing technologies and multi-functional products that redefine sensory experiences. From Givaudan's advanced MoodScentz+ platform to VEXA Beauty's peptide-infused perfumes, companies are exploring the intersection of science, emotion, and scent. Meanwhile, Touchland and Nautica are expanding their offerings with creative, mood-boosting solutions that combine functionality with fragrance.
Here's a closer look at the latest developments shaping the future of perfumery.
Givaudan Debuts Upgraded MoodScentz+ Fragrance and Oral Care Flavors Design Program
MoodScentz+ technology is designed to cover a range of positive moods including Relax & Unwind, Invigorate & Recharge and Happy & Blissful.PEXELS
MoodScentz+ is designed to redefine our understanding of emotional experience while introducing a new neurobiology measurement capability based on extensive data mining.
Designed to offer perfumers and oral care flavorists the ability to create compositions that positively enhance emotions, MoodScentz+ technology covers an extensive range of positive moods including: Relax & Unwind, Invigorate & Recharge and Happy & Blissful. MoodScentz+ relies on patent-pending creative fragrance and oral care flavors design based on combinations of ingredients with specific scientific and consumer-proven mood benefits.
The research behind MoodScentz+ is said to include:
- Mood-enhancing fragrance and oral care flavor design algorithms covering an extensive olfactive palette and supporting all product categories;
- Real-time emotional response measurement using the novel InSituScanz brain-imaging capability; and
- Scientific validation with more than 7,000 people through a combined approach using InSituScanz, verbal and non-verbal techniques.
MoodScentz+ is designed to enable the identification and creation of solutions to deliver a new cartography of emotions for scent and taste. The upgraded platform broadens the potential for mood-enhancing across all fragranced product categories and oral care flavors.
VEXA Beauty Launches Peptide-Infused Fragrance Line
The four fragrances are infused with oxytocin peptides, the hormone associated with feelings of love and sensuality.Courtesy of VEXA Beauty
Personal care brand VEXA Beauty announced the launch of its first fragrance line infused with oxytocin peptides.
Oxytocin is a hormone that promotes positive feelings. It has earned the nickname “love hormone” for its role in childbirth and interactions between partners.
The fragrance line was developed to combine aphrodisiacs and mood-enhancing notes. The brand’s founder said the team carefully selected scents that have been linked to feelings of happiness and sensuality in previous studies.
“Every fragrance is an artistic expression designed to deliver a complete sensory experience,” said founder Sabah Karimi. “The oxytocin peptides enhance the unique sensory nature of each fragrance and work with your body chemistry, creating something truly distinctive in the world of perfumery.”
VEXA Beauty also launched its VEXA Fusion butter, a body butter that acts as a fragrance primer to extend the wear of each scent.
Touchland Launches Fragrance Collection
The Power Essence Body & Hair Fragrance Mist collection will be available on Touchland's website as well as Sephora and Ulta Beauty for $20.Courtesy of Touchland
Personal care brand Touchland, known for its popular hand sanitizers, is entering the body care category with a new collection of Power Essence Body & Hair Fragrance Mists. The collection will be available for purchase on February 3, 2025.
The fragrances feature a lightweight micro-mist formula enriched with niacinamide and hyaluronic acid to hydrate the hair and skin. Further, the collection includes mood-enhancing fragrance ingredients designed to effectively neutralize odors. The mists are cruelty-free and made without artificial colors.
“At Touchland, our mission has always been to reimagine everyday essentials with a focus on innovation, design, and experience,” said Andrea Lisbona, founder of Touchland. “The launch of Power Essence represents an exciting new chapter for our brand, as we bring the same spirit of creativity and functionality to the world of fragrance and personal care.”
The Power Essence Body & Hair Fragrance Mist collection will be available on Touchland's website as well as Sephora and Ulta Beauty for $20.
Nautica Releases Mood-Boosting Fragrance Line for Women
The two fragrances from Nautica include mood-boosting ingredients.Courtesy of Nautica
Lifestyle brand Nautica announced its expansion in the fragrance market with two mood-enhancing fragrances: Rose Island and Jasmine Coast. These two fragrances include mood-boosting ingredients intended to promote a sense of well-being.
In addition to the fragrance launch, Nautica announced the face of the campaign as American actress and YouTuber Lily Chee.
“I am thrilled to partner with Nautica to represent this exciting time for the brand,” said Chee. “I love the connection to the ocean and the coastal culture that the brand is rooted in. I can’t wait to embark on this journey with Nautica and inspire those who follow me to reconnect with their true selves.”
“Coty is thrilled to expand Nautica’s fragrance offerings, engaging existing brand consumers and reaching a whole new audience,” said Coty chief brands officer Stefano Curti. “As a strong partner with Nautica, we believe Lily is the perfect choice to authentically represent the brand’s heritage and new vision for women’s fragrances.”
The new fragrances from Nautica will be available for purchase on Amazon.
Marley Family Announces Launch of Fragrance Collection
The collection, announced 44 years after his passing, will include six fragrances designed with mood-enhancing technology.Courtesy of Marley Fragrances
The family of reggae singer Bob Marley announced the launch of its first fragrance line to honor Marley’s legacy. The collection, announced 44 years after his passing, will include six fragrances designed with mood-enhancing technology.
“My family’s message has always been about love, unity and living in harmony with the world around us,” said Cedella Marley, chief executive officer of the Bob Marley Group of Companies and Marley’s daughter. “Marley Fragrance is an extension of that spirit — each scent is created to bring you home, to evoke peace, joy and a sense of connection. This collection is a tribute to our legacy and how we continue to inspire people, creating a sense of calm and togetherness that lasts across generations.”
Marley Fragrances was created in partnership with IMH Fragrance. Further, the scents were developed in collaboration with perfumers at Givaudan.
“This collection exemplifies a. thoughtful product line extension — where cultural heritage meets luxury fragrance in a way that enhances both brands,” said Tom Watson, global licensing director at IMH Perfume. “We can’t wait to share these incredible fragrances with the world.”
Marley Fragrances are available for purchase on the brand’s website. Each fragrance retails for $140, and the brand also offers two discovery sets priced at $380 each.
Bella Hadid's Ôrəbella Signals the Skinification & Moodification of Perfume
Bella Hadid's new fragrance brand, Ôrəbella (pronounced aura-bella), features a trio of bi-phase scents pairing alcohol-free hydrating fragrances with skin care ingredients.Elizaveta Porodina for 'Ôrəbella
Bella Hadid's new fragrance brand, Ôrəbella (pronounced aura-bella), features a trio of bi-phase scents pairing alcohol-free hydrating fragrances with skin care ingredients. The SKUs launch on the brand's e-commerce site on May 2, 2024, and at Ulta Beauty on May 10, 2024.
The launch comes amid a boom in fragrance, driven by mood-centric formulations and highly engaged Gen Z consumers.
It also comes amid a boom in "skinification" innovation across every beauty category, notably hair/scalp care and sun care.
Fragrance is the next opportunity in this space, as shown by recent skin-friendly launches from brands such as Clean Reserve.
Ôrəbella users simply shake the bottles prior to application to "activate" the scents, which comprise the brand's Ôrəlixir base, a mixture of hydrating snow mushroom and a blend of moisturizing camellia, almond, olive, jojoba and shea.
This base reportedly supports skin wellness while boosting the fragrances' "longevity and potency," per an official announcement. The scents, meanwhile, boost "mood and aura with a memorable blend of aromatherapy essential oils and fine fragrance notes."
The formulations are Leaping Bunny cruelty-free and hold PETA vegan and cruelty-free certifications. The SKUs also meet the requirements of the Conscious Beauty at Ulta Beauty program.
The three scents include the sheer floral Window2Soul, woody marine Salted Muse and tropical Blooming Fire (10 ml/$35, 50 ml/$72, 100 ml/$100).
The juices are housed in ergonomic geode-inspired bottles.
The brand also features Ôrəbella's Alchemy Foundation, a charitable initiative that "will continuously support multiple organizations aligned with Ôrəbella's ethos via a minimum donation of 1% of all net sales, plus further support via service hours, community outreach, and social promotion."
The first partners for the initiative are the Lower East Side Girls Club and PATH International.
