Below is an abbreviated version. See this PDF link for the full version.
OVERVIEW
Aroma Retail's 2026 Scent Trends Report is built on one of the largest real-world environmental scenting datasets in the industry, more than a decade of fragrance purchases from roughly 500,000 customers across all 50 U.S. states and over 100 countries. The forecast draws from millions of data points tracking purchasing behavior across five core fragrance categories, combined with years of in-person Fragrance Test results that reveal how stated preferences compare to actual scent selection. This isn't a forecast based on surveys or focus groups. It reflects how people actually choose scent for the spaces they live, work, and gather.
The insights behind this report come from Jim Reding, CEO of Aroma Retail and widely known as The Scenting Guy. Reding is the original developer of the signature fragrances used in major resorts and destinations worldwide, with decades of experience shaping how large-scale environments use scent to influence mood, memory, and experience. Long before environmental scenting became a recognized field, Reding was pioneering the strategies that luxury properties now rely on.
Under Reding's leadership, Aroma Retail became the first company in the United States to make professional-grade fragrance oils and diffusion technology accessible to the public. That shift brought commercial scenting expertise into homes and businesses, creating a new category and establishing Aroma Retail as both a trendsetter and a trusted authority in the growing world of environmental scenting.
By combining years of purchasing behavior data with Reding's expertise in fragrance development and scent marketing, this report reveals not just what people say they prefer, but how those preferences shift when scent is experienced in real environments across different seasons. The analysis includes quarterly comparisons of fragrance test results against actual purchases, seasonal purchasing patterns across all five scent categories, and behavioral insights that show where intention and experience diverge.
The result is a data-driven forecast grounded in lived behavior, offering clear guidance on how fragrance is expected to shape spaces throughout 2026.
WHAT THIS FORECAST INCLUDES
This 2026 Scent Trends Report looks at how environmental scent preferences are expected to move across the five core fragrance categories as the year unfolds. Instead of focusing on individual products or one-off moments, it draws from how thousands of people interact with fragrance over time to reveal the larger patterns that shape seasonal scenting.
The report brings together several layers of insight, including:
+ The five primary fragrance categories used to organize all scent data
+ Quarterly comparisons between what people say they like and what they actually buy
+ Behavioral insights based on large-scale customer activity data
+ Clear guidance about how scent preferences shift from season to season
The forecast is organized by quarter rather than by month. A few monthly fragrances are used as examples along the way, but the real story lies in how scent preferences move and shift across the seasons, not in any single moment in time.
Throughout the report, fragrance data is grouped into five core scent categories: Fresh & Clean, Citrus & Leafy, Floral & Garden, Herbal & Woodsy, and Adventurous. These categories make it easier to see how scent preferences and purchasing behavior move and shift from season to season.
THE EXPERTISE BEHIND THE 2026 SCENT TRENDS REPORT
Jim Reding, widely known in the fragrance industry as The Scenting Guy, is the original developer behind many of the signature scents used in major resorts, sports stadiums, retailers throughout the U.S., and destinations worldwide. Long before environmental scenting became a recognized strategy, Reding was shaping how largescale spaces could influence mood, memory, and experience through fragrance.
As CEO of Aroma Retail, Reding helped pioneer the shift that made professional-grade environmental scenting accessible beyond luxury resorts. Aroma Retail was the first company in the United States to offer pure-grade fragrance oils and diffusion technology directly to the public, allowing both homes and businesses to deploy scent safely and effectively throughout large spaces.
THE DATA BEHIND THE 2026 SCENT TRENDS FORECAST
The 2026 Scent Trends Report is built on one of the largest real world environmental scenting datasets in the industry. It reflects more than a decade of fragrance purchases made by roughly 500,000 customers across all 50 U.S. states and more than 100 countries. In other words, it is based on how people actually choose scent, not just what they say they like.
Alongside purchasing data, Aroma Retail has also collected years of Fragrance Test results, which show how people identify their preferred scent categories before they start exploring specific fragrances. Looking at these two sets of data together reveals what happens between intention and experience, and how often people start in one place and end up somewhere else once they engage with scent more deeply.
By comparing these patterns quarter by quarter, the forecast captures how mood, season, and context shape fragrance choices throughout the year. Instead of relying solely on stated preferences, this approach shows where perception and behavior align and where they do not, giving a much clearer picture of how people really select scents for the spaces they live, work, and gather in.
SCENT FORECAST
Q1 | January–March
The year begins with the exhilaration of new possibilities, and that feeling shapes how people think about scent at the start of the year. After the holidays, many are drawn to fragrances that feel light, clean, and uncomplicated. In Q1 fragrance tests, Fresh & Clean profiles rise to the top as people focus on renewal and clarity. As people begin exploring and experiencing real fragrances, their preferences naturally evolve. While Fresh & Clean dominates early preferences, purchasing data shows expansion into Citrus & Leafy, Floral & Garden, and Herbal & Woodsy scents. These categories offer more character and warmth than people initially expect, and they tend to become more appealing once experienced in a space.
RENEWAL, CLARITY, AND DISCOVERY
Although Fresh & Clean leads in fragrance tests, Citrus & Leafy and Floral & Garden make up a much larger share of real purchases, with florals in particular standing out as under selected in tests but strongly chosen in practice. This pattern fits the season. As routines settle and days begin to lengthen, people become more open to scents that balance freshness with personality.
Applying the Q1 Scent Trends
Wellness and Green Fig reflect the bright notes in Fresh & Clean and Citrus & Leafy scents, and Serenity Now brings in softer Floral & Garden and Herbal & Woodsy notes. These fragrances create spaces that feel renewed, open, and quietly inviting as the year begins.
Q2 | April–June
As spring gives way to early summer, scent preferences open up. In Q2, fragrance tests show strong interest in Fresh & Clean, Floral & Garden, and Citrus & Leafy, representing the energy, movement, and optimism that come with longer days and warmer weather. Purchasing behavior follows closely behind. Unlike Q1, where people often start in one place and end up somewhere else, Q2 shows strong alignment between what people say they like and what they buy.
ENERGY, EXPANSION, AND EXPRESSION
Q2 consistently shows close matches between fragrance test results and purchasing behavior, suggesting people feel more confident about their scent choices during this season. As weather warms up, these scent profiles match the environment and experiences of late spring.
Applying the Q2 Scent Trends
Matchajuana and Empire capture the bright vibrance of Citrus & Leafy and Floral & Garden fragrances. Blue Ice has crisp, Fresh & Clean characteristics that reflect the energy and excitement of late spring and early summer.
Q3 | July-September
By mid-summer, fragrance choices begin to shift in meaningful ways. Fresh & Clean and Citrus & Leafy are still top results in fragrance tests, indicating consumers are seeking light, cheerful scents. Purchasing data shows expanding interest across scent categories, and popular scents emerge in all 5 fragrance profiles. As summer reaches its peak and routines start to return, many people look for scents that still feel fresh but are a little more grounded.
BALANCE, PRESENCE, AND TRANSITION
Over multiple years, Q3 shows a distinctive pattern. Floral & Clean scents continue to lead in sales. This distinctive summer pattern evolves as Herbal & Woodsy purchases steadily increase, though lighter categories remain popular as well.
Applying the Q3 Scent Trends
The mood of Q3 is reflected in popular fragrances like Watermelon Summer which captures the playful vibrance of the summer and Lemongrass & Aloe offers a calm, uplifting effect. Palo Santo Golden Aura is a centuries-old scent that helps smooth the transition to fall by promoting wellness in any sanctuary space.
Q4 | October-December
In Q4, emotion plays a greater role in scent selection than at any other time of year. Both fragrance test results and purchasing data focus on Herbal & Woodsy and Citrus & Leafy categories, reflecting a seasonal preference for warmth, nostalgia, and tradition. It's important to note that there is an influx of scent variety during Q4 as people search for thoughtful gifts and seek ways to share something meaningful with loved ones during the holiday season.
COMFORT, TRADITION, AND CONNECTION
Q4 consistently shows the strongest alignment between stated preference and purchasing behavior, reflecting how certain people feel about the scents they choose during this season.
Applying the Q4 Scent Trends
White Cashmere and Winter Woods are Herbal & Woodsy scents and Pomegranate & Sage, with its Citrus & Leafy profile, bring richness and warmth, helping to create spaces that feel inviting and set the tone for making more memories throughout the holiday season.
The first quarter is defined by reset and anticipation. In fragrance tests, people gravitate toward Fresh & Clean profiles, seeking clarity and a sense of renewal after the holidays. At the same time, purchasing data shows growing interest in Citrus & Leafy, Floral & Garden, and Herbal & Woodsy scents as people explore beyond their initial choices.
By the second quarter, what people say they like and what they buy begin to line up more closely. Fresh & Clean and Citrus & Leafy categories increase in both fragrance test results and purchases as longer days and warmer weather bring more energy and confidence into scent selection.
The third quarter reveals more subtle changes. While lighter categories like Fresh & Clean remain present in fragrance tests, purchasing behavior continues to move steadily toward Herbal & Woodsy profiles. As summer gives way to fall, people start to look for scents that feel gently grounding.
By the fourth quarter, preference and purchasing behavior are more closely aligned than at any other time of the year. Herbal & Woodsy scents become the chart toppers while Citrus & Leafy fragrances provide the perfect backdrop for celebrations. Fragrance preferences during late fall and into winter are driven by emotion, memory, and the comfort that comes with familiar seasonal scents.
Overall, the scenting forecast for 2026 shows that environmental scenting strategies involve more than simple preference. It reflects how people use fragrance to mark change, support their mood, and design their spaces. These patterns, observed over several years of real customer data, form the foundation of the 2026 Scent Trends Report and offer a clear picture of how fragrance is projected to shape environmental scenting in the year ahead.
UNDERSTANDING FRAGRANCE TRENDS
Fragrance Notes, Mood, and Expectation
Fragrances are defined by more than just their category. What really matters is how a scent comes to life once it fills a space. Every fragrance is built in layers, often described as top, middle, and base notes. The top notes are what you notice first, usually light and bright like citrus, fresh air, or green botanicals. The middle notes give a scent its character, such as florals, herbs, or soft fruits. The base notes are what stay with you, providing depth and grounding often through woods, resins, amber, or musk.
These layers do more than change how a fragrance smells. They change how a space feels. A scent that opens clean and fresh can feel inviting and familiar, while the deeper notes that follow create warmth, richness, and comfort. First impressions are important, but what makes a fragrance work in a real environment is how it develops and settles over time.
That same idea is clear in the data. When people first take the Fragrance Test, they usually choose categories that feel easy and familiar, like Fresh & Clean or Citrus & Leafy. But once they start experiencing actual fragrances, their preferences often shift toward scents with more depth, such as Floral & Garden or Herbal & Woodsy.
This helps explain why what people think they like does not always line up with what they buy. Floral & Garden scents, for example, are often picked less in preference tests, but they account for a much larger share of real purchases. They may feel less familiar as an idea, but once people experience them in a space, they tend to connect more strongly than expected.
Seasonality makes this even more noticeable. Early in the year, people are more open to trying something new as they reset after the holidays. Later in the year, especially in fall and winter, preferences and purchases begin to come together as people look for warmth, comfort, and familiarity. In both cases, how fragrance notes interact with mood and expectation plays a big role in how scent is chosen.
Understanding this pattern is key to making sense of the trends in this report. By looking at both what people say they like and what they choose, the 2026 Scent Trends Report shows how our relationship with scent changes as we move through the seasons and experience fragrance in real spaces.
WHY SCENT MATTERS: EMOTIONAL AND ENVIRONMENTAL IMPACT
Scent has a way of quietly setting the mood in any space. It influences how a room feels, how long people want to stay, and what they take with them when they leave.
The data in this report shows that people rarely choose scent at random. Even when they think they are just picking what smells nice, their choices are influenced by mood, season, and what they want a space to feel like. Citrus & Leafy and Fresh & Clean profiles often feel right in the spring to match the lightness and vibrance of the season, while Herbal & Woodsy and Floral & Garden scents feel more natural as days get shorter and people begin looking for comfort. These shifts involve more than just scent. They reflect how people want to feel in their surroundings.
Fragrance also affects how people move and behave in a space. Fresh & Clean and Citrus & Leafy scents can make a place feel energized and active, while Herbal & Woodsy and Floral & Garden profiles encourage people to slow down, relax, and linger. This is why scent is used so often in hospitality, wellness, and retail. When it is chosen well, it becomes part of the experience rather than something you notice as separate.
Memory has a big role, too. Scent is closely tied to how we remember things, often more strongly than what we see or hear. A familiar fragrance can instantly bring feelings of comfort, excitement, or belonging. That is why people return to certain scents year after year and why Herbal & Woodsy and Floral & Garden profiles become especially meaningful during certain seasons.
Across the seasons, people look for fragrances that feel right for the moment but still have a little personality. They want something that fits the time and place without feeling dull or expected. When scent matches both the season and the space, it turns ordinary places into warm, welcoming, and intentionally curated environments.
LOOKING AHEAD
Aroma Retail’s 2026 Scent Trends Report provides a current forecast informed by active research and investigation. Aroma Retail will update this forecast when applicable, using the same in-depth data analysis and key industry insights from Jim Reding. These continuous revisions will ensure the forecasted trends remain current, responsive, and based on real-world behavior rather than short-term speculation.
By consistently examining consumer scent preferences and purchase behavior, Aroma Retail will be able to refine this forecast as needed throughout the year. This will provide a dynamic view of how environmental scenting is expected to evolve across seasons and spaces.
ABOUT AROMA RETAIL
Aroma Retail is recognized as a top expert in environmental scenting and pure-grade fragrance oils. CEO Jim Reding, an innovator in signature resort scents, has decades of experience advising luxury hotels, casinos, and destinations on using fragrance to enhance atmosphere and memory associations.
Using one of the industry's largest consumer fragrance datasets and extensive professional experience, Jim Reding examines how individuals select and experience scents across seasons and environments. This combination of data and expertise enables Aroma Retail to deliver insights on the influence of fragrance on behavior, mood, and emotional connection, advancing understanding of how environmental scenting shapes experiences and emotions.
