{"id":741408,"date":"2025-11-26T11:02:23","date_gmt":"2025-11-26T08:02:23","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=741408"},"modified":"2025-11-26T11:02:23","modified_gmt":"2025-11-26T08:02:23","slug":"the-new-home-fragrance-trend-scentscaping","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=741408","title":{"rendered":"The New Home Fragrance Trend? Scentscaping"},"content":{"rendered":"
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Homes<\/span><\/div>\n<\/div>\n<\/div>\n

Is It Time to Scentscape Your Home?<\/h1>\n<\/div>\n
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By <\/span>Francesca Perry<\/span><\/span><\/span><\/div>\n

November 26, 2025<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Photographed by Annie\u00a0Leibovitz, Vogue,<\/em> September 2012<\/span><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n
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Though invisible, scent is powerful. We often forget its impact until a certain aroma triggers a rush of memories or feelings. The reaction is biological: When we use our sense of smell, it sends signals to the regions of the brain responsible for emotion and memory.<\/p>\n

Scent\u2019s role in the home has come to the forefront in recent years. The pandemic and its lockdowns keenly refocused our attention, and how our bodies and minds respond to interior spaces. \u201cWe now know that there\u2019s an intrinsic link between our home environment and our mental wellbeing,\u201d says Pippa Jameson, writer and founder of The Sensory Home. \u201cScent plays a significant role; it can lift mood, reduce anxiety, and foster a sense of comfort and belonging.\u201d<\/p>\n

Accordingly, the market around home fragrances has boomed. The scented candle market reached close to $600 million in 2024, and is due to grow to over $800 million by 2034, according to Expert Market Research. Case in point: fashion brands like Loewe, Celine, Alexander McQueen, and Bottega Veneta, as well as celebrities like Drake and Harry Styles have all launched their own scented candles in recent years. Incense, meanwhile, has moved beyond fusty hippie associations to become a must-have interior enhancement, as evidenced by the recent proliferation of artfully designed incense holders.<\/p>\n

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Photo: Mohammad J. Taqi for Miminat Designs<\/span><\/div>\n<\/figure>\n

What is scentscaping?<\/h2>\n

For many, home fragrance doesn\u2019t stop at candles and room sprays. These days, a more evolved approach to interior aromas has taken hold, and it\u2019s growing fast. \u201cScentscaping is the harnessing of fragrance in a space to create a specific atmosphere, guide emotional responses, and enhance the overall sensory experience of an environment,\u201d says Franky Rousell, founder of interiors firm Jolie, which creates bespoke scents for different spaces. \u201cScent can influence our mood and energy, sparking creativity in a collaborative zone or instilling a sense of grounding and calm in a wind-down area.\u201d<\/p>\n

The practice of scentscaping is an established part of wedding planning\u2014many couples opt for custom scents to enhance the day\u2014as well as hospitality and event branding, where it strengthens loyalty through emotional connection.<\/p>\n

It makes perfect sense, then, that scent\u2019s ability to transform mood or evoke certain feelings should be applied to the home too. After all, scent can help melt away the stresses of the outside world, and transition us into home mode. \u201cWhen I\u2019m designing a space, the first thing I think about is: what is it going to smell like?\u201d says London-based interior designer Miminat Shodeinde, who describes the experience of coming back to a place that \u201csmells like home\u201d as fostering \u201ca real sense of wellbeing that makes you automatically relaxed.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Photo: Romanek Design Studio<\/span><\/div>\n<\/figure>\n

Personalizing home fragrance<\/h2>\n

When crafting a home interior, Shodeinde and her practice Miminat Designs begin with a scent questionnaire for the person living there: \u201cWhat are your top three notes? Are you earthy, watery, or floral?\u201d From there, she develops bespoke incense sticks, along with a specially designed incense burner.<\/p>\n

At Jolie, Rousell starts with \u201cemotive keywords\u201d that prompt the homeowner for how they want each space to feel. All design decisions, from color and texture to scent, emerge from these words. \u201cWe\u2019ll pull fragrances off our shelves and choose certain notes that really align and support that mood,\u201d she says, adding that the process is informed by extensive research into neuroscience and consultation with aromatherapists.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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\u201cWe think about it like sheet music,\u201d says Rousell. \u201cYou have your base notes that carry you like a rhythm through your entire property. Then what you can really play with is the top note, that little flute. I love the fact it\u2019s like this orchestral ensemble.\u201d<\/p>\n

Scent zones<\/h2>\n

At a project in Southeast London, Jolie developed carefully curated scents for new luxury apartments. \u201cWe very much zoned it by area,\u201d says Rousell. While the relaxing and stress-reducing base notes of sandalwood and patchouli underpin the whole home, top notes range from amber in the entrance space (\u201cIt just really gives this elevated sense of welcome, warmth, and prestige,\u201d says Rousell) to neroli in the kitchen, which creates a sense of \u201crefreshment\u201d and has the power to \u201creally uplift you in your day.\u201d<\/p>\n

Space-specific scentscaping can also help transition between different parts of your life\u2014especially if you use your home as a workplace. \u201cWhen you work from home, the line between work and rest time can easily blur,\u201d says Rousell. \u201cWe need clear neurological cues to help our brains separate the two.\u00a0Scent can help to signal the shift from focus to rest, from productivity to presence. By zoning your space with different fragrances, you can create invisible boundaries that support both concentration and calm.\u201d<\/p>\n

Brigette Romanek, founder of LA-based Romanek Design Studio and interiors guru to the stars (clients include Gwyneth Paltrow and Beyonc\u00e9), likes to \u201clayer scents\u201d to transform a room. \u201cI use candles with notes of fig, amber, or cedar,\u201d she says. \u201cIf we want something brighter, I like tomato or basil-infused scents.\u201d Practicing what she calls \u201cscent styling\u201d, Romanek also integrates aspects such as bowls of fragrant fruit, herbs like lemon or rosemary, and fragrant flowers. \u201cFind what\u2019s best for you, and enjoy,\u201d she says.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Photo: Width Over Ears (WOE)<\/span><\/div>\n<\/figure>\n

Completing the space<\/h2>\n

For interior designers Width Over Ears (WOE), the olfactory plays \u201ca huge role\u201d in the conception of space, says Justin Coates, co-founder of the LA-based studio along with Nicole Choy. Fragrance choices respond to who the client is and how the space functions for them, and reflect the raw materials, color palettes, lighting strategies, and textural finishes chosen.<\/p>\n

\u201cAs the project heads towards the finish line, we visit our local scent shop and spend a couple hours pulling a dozen or so fragrances that intuitively feel related to the project,\u201d says Coates. WOE organizes a blind smell test with the client, having a conversation about how they want to experience scent in their home, resulting in a series of practical items such as candles, incense, fabric spray, hand soap, and body fragrance.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Fragrance companies and consultants are also increasingly developing bespoke scents for home projects. Air Aroma, a global scent branding agency that works with private homeowners as well as large companies and hotel groups, reports a rise in demand for custom home scents. \u201cA home is a sanctuary, and residential scent design is a new avenue and method of self-expression,\u201d says CEO Alan van Roemburg.<\/p>\n

Air Aroma collaborates with a client on a scent concept, including a smell-sampling process, resulting in a bespoke fragrance and installation design (such as specialized diffusers). \u201cWe aim to recreate people\u2019s own life journey expressed in scent: What\u2019s nostalgic to them? What feels magical? It\u2019s a highly personal and in-depth process,\u201d says van Roemburg. Individual tastes, upbringing, culture, and memories all play a part in shaping the ideal scentscape.<\/p>\n

In a world saturated with drool-inducing social media pictures, how things look tends to take priority when crafting the ideal home. But ultimately, concludes Jameson, \u201cit\u2019s time to move beyond visual aesthetics and instead ask: how does this space make me feel? By designing with your senses in mind, you\u2019re creating a space that is working for you, rather than against you.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n

Source URL: http:\/\/vogue.com\/article\/home-fragrance-scentscaping<\/p>\n","protected":false},"excerpt":{"rendered":"

Homes Is It Time to Scentscape Your Home? By Francesca Perry November 26, 2025 Photographed by Annie\u00a0Leibovitz, Vogue, September 2012 Though invisible, scent is powerful. We often forget its impact until a certain aroma triggers a rush of memories or feelings. The reaction is biological: When we use our sense of smell, it sends signals […]<\/p>\n","protected":false},"author":1,"featured_media":741409,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[50],"class_list":["post-741408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-vogue-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/741408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=741408"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/741408\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/741409"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=741408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=741408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=741408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}