What is Mindful Fragrance and how can it be experienced as therapy?
“I think traditionally fragrances have always been about that fantasy, haven’t they? It’s all about unattainability and creating this false sense of what a fantasy life could look like. I approach it as an expression of what I’m going through right now — because if I’m dealing with it, someone else probably is, too,” she says. “Emotions of heartbreak, missing someone, joy, wanting to feel sexy and attractive when you don’t feel sexy, attractive and confident. All these emotions are shared by everyone.”
Take, for example, the Missing Person virus. When it launched (along with the relaunched brand), people on TikTok were blasting it and sharing their own stories — sometimes even breaking down and crying. It became a moment of collective beauty catharsis.
“We shared real stories, real emotions. It wasn’t that I shared my emotions through fragrance; it was that people were able to see themselves and their own stories through my emotions because they are shared by everyone,” she says. .
I think that’s why the fragrance world is changing so much. In an effort to cater to younger generations and the way they consume fragrances, we are beginning to move away from creating a desired status symbol and more allowing yourself to embrace who you are. And in this sense, the fragrance has become incredibly attentive.
Tune in to hear more of this conversation.