We know that scent triggers memory but there’s more to it than that. Once that memory is jarred, our body starts reacting, our mood may change, our stress may subside or even increase. We also have the ability to feel scents, and this will affect how alert, attentive – or aroused we are. This article dives deep into the science behind the mind-nose connection.

Scent is increasingly becoming a part of museum exhibits where fragrance is paired with a work of art or it is custom-created to capture a place, a space, a moment in time. The technical challenges are numerous but the payoff for the visitor is enormous. In this article read about some recent events where new technology is implemented to diffuse scent safely, efficiently and effectively.

In another sad turn of events for US retail, Saks Global has filed for bankruptcy protection, just over a year after acquiring Neiman Marcus and Bergdorf Goodman. Stores will remain open for now after the retailer finalized a $1.75 Billion financing package and appointed a new CEO.

As we start the new year many fragrance trends carry over from 2025. What is also on the radar is the growing development of multi-sensorial experiences in which to discover fragrances. With global sales for 2026 estimated at nearly $65 billion, it is sure to be a dynamic time for the category.

Chinese beauty retailer Harmay is getting into the fragrance business with the launch of a private label collection of 12 scents. Inspired by cocktails and the popularity of whisky among millennials and Gen Z, the boozy scents show further signs of domestic Chinese brands looking to penetrate the niche fragrance market.

November 2025 was a banner month at Dubai Duty Free where revenue topped $2 billion with fragrance contributing nearly 20% of the total. The trend is supported throughout the MENA region where fragrance has reported a year-over-year increase of 11%. The combination of scent traditions and savvy, curious consumers continues to fuel the growth.

When it’s cold outside, fragrance can make us feel warm and cosy inside. This season’s scent trends include more than the ubiquitous gourmands as saffron takes a prominent role joined by warm woods like amber and sandalwood, as well as cashmere soft skin scents.