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.
Scent’s 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. “We now know that there’s an intrinsic link between our home environment and our mental wellbeing,” says Pippa Jameson, writer and founder of The Sensory Home. “Scent plays a significant role; it can lift mood, reduce anxiety, and foster a sense of comfort and belonging.”
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.
Photo: Mohammad J. Taqi for Miminat Designs
What is scentscaping?
For many, home fragrance doesn’t stop at candles and room sprays. These days, a more evolved approach to interior aromas has taken hold, and it’s growing fast. “Scentscaping 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,” says Franky Rousell, founder of interiors firm Jolie, which creates bespoke scents for different spaces. “Scent 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.”
The practice of scentscaping is an established part of wedding planning—many couples opt for custom scents to enhance the day—as well as hospitality and event branding, where it strengthens loyalty through emotional connection.
It makes perfect sense, then, that scent’s 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. “When I’m designing a space, the first thing I think about is: what is it going to smell like?” says London-based interior designer Miminat Shodeinde, who describes the experience of coming back to a place that “smells like home” as fostering “a real sense of wellbeing that makes you automatically relaxed.”
