8 Min Read |

At the outset of Covid-19 lockdowns, beauty industry experts were concerned that fragrance brands would struggle to survive. As a category that relies heavily on in-person, sensory experiences to communicate product information β€” specifically, scents β€” it was unimaginable that brands would find a way to do that during lockdown. Surprisingly, however, fragrance held up well, and became an unexpected pandemic success story.Β 

The fragrance category has been disrupted, certainly. But for an industry that has stuck to more or less the same sales techniques for decades, being forced to rethink its approach has opened up new possibilities. Fragrance is a concentrated microcosm of a movement across all industries and markets, as a result of Covid-19 restrictions: an accelerated shift to accepting technology, considering new ways of doing things, and reimagining the future from a fresh perspective.Β 

Let’s look at the future of fragrance from a viewpoint firmly rooted in 2021; with all the change, uncertainty, and creative potential that this year brings.

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Updated December 2022

by Richard McKeon