Scentmate by dsm-firmenich announced its three olfactive trends for the air care market for the summer. According to the platform, consumers are spending more time at home focusing on self-care and mood enhancing rituals, thus seeking air care products as a tool for relaxation. The platform’s data states that 79% of users say that air care products contribute to a greater sense of well-being at home.
Further, the air care category is the second fastest-growing category in Europe, following personal beauty, with a growth rate of 6.6%. Europe currently holds 24% of the air care market share, just behind North America.
Air Care Trends for Summer 2025
Magnetique Shower: Retrofuturism serves as a tool to dream up new ways of living, offering creative alternatives to solve modern challenges or rewrite outdated norms that no longer serve or excite consumers. Scents like raindrops hitting stone have a pleasant and comforting effect on most people, making them a great way to balance emotional state. Rain on stone, damp earth, mineral notes and the smell of the sea tap into a universal need to reconnect with nature and regain inner calm.
Examples: Summer Rain by Byredo, Man Rain Essence by Bulgari
Wild West Memories: Nostalgia is a powerful consumer driver for today’s audiences. Inspired by the vast dusty plains of the Wild West and the revival of country aesthetics in pop culture, this trend is defined by rustic and “worn-in“ notes that evoke the raw essence of the land: horsehide, hay, saddle leather, suede, grass, carrot seed, whiskey, tobacco, smoke, oak moss, musk and amber.
Examples: Cowboy Kush by Boy Smells, Cosmic Cowboy by Perfume Head
Orchard Trails: In a world where consumers seek a deeper connection with nature and sustainability has become essential, this trend explores the richness of botanical and herbaceous ingredients. It blends fresh, herbal notes such as bamboo, vetiver, ginkgo, moss, eucalyptus, cedarwood, basil and lavender to offer a unique sensory experience where the ingredients take center stage. These fragrances invite moments of calm, simplicity and renewal.
Examples: Basil Sesame by Brûler, Sweet Grass by Byredo
