The State of Scent: How Sustainability and Diversity Are Transforming Fragrance
Explore how social awareness and innovative ingredients are elevating the fragrance industry’s relevance and shaping consumer choices in 2021.
It’s no secret the beauty world has undergone dramatic shifts since 2020. With increased time spent indoors, remote work, and a general reevaluation of daily habits, the way consumers interact with products—including fragrance—has transformed. Despite predictions that fragrance might lose relevance when social lives paused, the opposite occurred: scent found new prominence as both comfort and a vehicle for self-expression. Modern consumers want more than just pleasant aromas; they are looking for brands and products that reflect their values, particularly in areas of sustainability and diversity.
According to research conducted by Hearst Magazines and MarketCast involving 2,000 fragrance-loving Americans (age 16-64), today’s shoppers prioritize not only unique scents but how these products fit into broader cultural conversations. Below, we break down the key developments in how fragrances are being made, packaged, and represented—and what these shifts mean for the future of perfume.
Sustainability: More Than a Buzzword
Sustainability isn’t just the domain of skincare and hair care—it’s now a core concern in fragrance. Many consumers increasingly ask:
- Is this fragrance environmentally friendly?
- Are natural ingredients used in production?
- How is the product packaged?
- Are ethical sourcing and transparency present in the brand?
Brands are responding with innovations in materials and sourcing, as detailed below.
Eco-Friendly Packaging and Production
Smaller indie brands are often leading the way in sustainable packaging practices. For example:
- By Rosie Jane and Maison Louis Marie utilize 100% recyclable packaging, reducing the environmental footprint from consumer to landfill.
- The 7 Virtues highlights fair-trade, natural essential oils and uses organic sugarcane alcohol, prioritizing transparency in their ingredient lists.
Innovations in Ingredient Extraction
The perfume industry is rethinking how fragrances are sourced and produced:
- Green extraction techniques have emerged, such as ‘air extraction,’ which captures the volatile fragrant molecules directly from intact flowers in the field, minimizing waste and allowing flowers to be repurposed for other uses.
- Biotechnology advances enable ingredients to be produced via fermentation of organic cane sugar (e.g., Givaudan’s Ambrofix), offering fully biodegradable alternatives to traditional perfume notes.
- AI-managed greenhouses, like Robertet’s BioPod, allow ethically grown crops while dramatically reducing resource consumption and carbon outputs.
Transparency and Clean Formulations
Clean beauty principles are gaining traction in fragrance, with consumers wanting full disclosure about what goes into their perfumes:
- Ingredient lists must be clear and trustworthy, with an emphasis on natural and ethically sourced materials.
- Many shoppers view clean fragrance as not just healthy, but an extension of personal and environmental values.
Brand Initiatives: Table of Sustainable Practices
| Brand | Sustainable Feature | Notable Ingredients |
|---|---|---|
| By Rosie Jane | 100% recyclable packaging | Eco-conscious formulas |
| Maison Louis Marie | Recyclable materials, transparency | Natural aroma compounds |
| The 7 Virtues | Fair-trade sourcing, organic alcohol | Essential oils, sugarcane alcohol |
| Givaudan | Biodegradable ingredients | Ambrofix (ambergris alternative) |
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Diversity and Inclusion: Breaking the Mold
Diversity is not just a trend; it’s an expectation. Modern shoppers demand that fragrances are inclusive, both in how they’re presented and how they’re created. The desire for representation goes far beyond the blend in the bottle:
- Brand Imagery and Advertising: Buyers want to see themselves represented in campaigns and product visuals.
- Ownership and Behind-the-Scenes Leadership: There is a marked increase in attention to brands founded or led by BIPOC entrepreneurs, amplifying underrepresented voices and creative visions.
- Inclusive Scent Design: Many brands now develop unisex fragrances, spurred since Calvin Klein’s 1990s launch of CK One, making gender-neutrality in fragrance a category staple.
Indie and BIPOC-Owned Brands Gaining Traction
The fragrance field is increasingly populated by small labels and niche creators who prioritize diversity:
- Maya Njie crafts scents that pay homage to cultural heritage and universal appeal.
- Chris Collins infuses unique stories in each bottle while championing inclusive luxury.
- Ellis Brooklyn is committed to gender neutrality and thoughtful formulation.
- Savoir Faire brings bold perspectives and alternative olfactory experiences.
Consumer Attitudes Toward Representation
Research shows that consumers are:
- More likely to buy from brands demonstrating authentic inclusion in marketing and leadership compared to those with generic messaging.
- Quick to skip brands that lack diverse representation in their products or advertising.
- Actively seeking out indie and BIPOC-owned brands for unique scents and stories.
Featured Inclusive Brands: Fragrance Picks
| Fragrance | Brand | Price (USD) |
|---|---|---|
| Nordic Cedar Eau de Parfum | Maya Njie | $148 |
| Sweet Taboo Extrait de Parfum | Chris Collins | $225 |
| Bee Eau de Parfum | Ellis Brooklyn | $115 |
| Signature Eau de Parfum | Savoir Faire | $110 |
Consumer Trends: Fragrance as Self-Expression
Emerging from months of isolation, consumers increasingly see perfume as a means of personal empowerment, identity, and comfort. Trends driving perfume purchases include:
- Personal connection to scent stories and rituals
- Desire for authenticity in brand communication
- Interest in unique, customizable fragrances that break away from mass-market templates
The fragrance market now encourages experimentation, whether through blending custom scents at home, supporting indie brands, or exploring seasonal and mood-based perfumes. As younger consumers, especially from Gen Z and millennial groups, raise expectations for transparency and inclusion, their buying patterns favor ethical, creative, and self-expressive choices.
What’s Next for Fragrance?
The fragrance industry’s future promises ongoing innovation and increased accountability. Key directions include:
- Further advancements in sustainable ingredient sourcing, including circular economies and new bio-technologies.
- Rapid expansion of representation at all organizational levels, from advertising to executive leadership to scent designers.
- Personalization technologies, allowing consumers to design and purchase tailor-made scents online or in-store.
- Wider adoption of transparent and ethical frameworks for production and marketing.
More than just a commodity, fragrance in 2021 and beyond is celebrated as a space for creativity, sustainability, and inclusion. Consumers are empowered to choose scents that reflect their values, identities, and aspirations, forging deeper connections with both brands and olfactory experiences.
Frequently Asked Questions (FAQs)
Q: Why is sustainability important in fragrance?
A: Sustainability ensures that fragrance production does not harm the environment, promotes ethical sourcing, and appeals to eco-conscious consumers seeking responsible beauty choices.
Q: What does diversity mean in the fragrance industry?
A: Diversity refers to inclusive representation—both in media and leadership—ensuring that products, marketing, and decision-making embrace different cultures, backgrounds, and identities.
Q: Are natural fragrances always better?
A: Not necessarily. ‘Natural’ refers to ingredient origin, but some synthetic or biotechnologically derived ingredients can be more sustainable, hypoallergenic, and effective in delivering desired scent profiles.
Q: How do Gen Z and millennial mindsets influence perfume trends?
A: Younger consumers prioritize authenticity, ethical practices, social responsibility, and brand transparency, sparking demand for inclusive products and new scent experiences.
Q: Can fragrances be gender-neutral?
A: Absolutely. Many modern perfumes are unisex, celebrating scent experiences that transcend traditional gender boundaries.
References
- https://www.cosmopolitan.com/style-beauty/beauty/a36340690/fragrance-industry-2021/
- https://www.premiumbeautynews.com/en/perfume-ingredients-towards-more,23412
- https://www.cosmoprof.com/en/media-room/news/fragrance-trends-production-technologies-and-input-innovations/
- https://www.cosmopolitan.com/style-beauty/beauty/g35395400/new-perfumes-2021/
- https://fragrancefoundationaccords.org/accord/spotlight/spotlight-c3-by-cosmo-international-fragrances
- https://fragrance.org/awards-archive/
- https://imglicensing.com/brands/cosmopolitan/
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