Perfume has traditionally smelt like dessert.

Vanilla.

Caramel.

Marshmallow.

Or a bouquet of flowers.

Now? People are paying premium prices to smell like tomato vines after the rain.

Tomato leaf.

Fresh herbs.

Beetroot.

Artichoke.

Green stems.

It's unexpected.

But it also says something interesting about what we're craving.

Maybe we're not looking to smell sweeter.

Maybe we're looking to feel calmer.

Why are vegetable-inspired fragrances suddenly everywhere?

Luxury beauty brands are embracing scents that feel more like an allotment than a bakery.

Instead of sugary notes, they're leaning into aromas that feel:

• Fresh
• Earthy
• Green
• Herbal
• Slightly wild

They're less about making a statement.

And more about creating a feeling.

That's a shift worth paying attention to.

Your sense of smell is wired straight into your emotions

Unlike your other senses, smell has a direct connection to parts of the brain involved in memory and emotion.

That's why a particular scent can instantly transport you back to childhood.

Or remind you of someone's garden.

Or make you feel calm before you've even realised why.

Scientists call this the "Proust effect" - the powerful ability of scent to trigger vivid memories and emotional responses.

It's one reason fragrance has become part of so many people's wellbeing routines.

Green scents remind us of nature

Here's something interesting.

Many of the notes trending in fragrance aren't actually vegetables.

They're the leaves.

The stems.

The vines.

The earthy smell after rain.

These aromas are closely linked with outdoor environments.

And spending time in nature has consistently been associated with lower stress, improved mood and better psychological wellbeing.

A fragrance can't replace a walk through the countryside.

But it might offer a small sensory reminder of it.

Sometimes that's enough to change how a moment feels.

Earthy doesn't mean boring

There's a reason these scents feel different.

Sweet fragrances often demand attention.

Green fragrances tend to fade into the background.

They're softer.

Cleaner.

More grounding.

Instead of filling the room, they quietly change the atmosphere.

It's wellness without shouting about it.

Can fragrance actually reduce stress?

The science is promising, but it's nuanced.

Research suggests certain aromas may help people feel calmer or more relaxed, particularly when they're associated with positive memories or used as part of a relaxing routine.

But fragrance isn't a treatment for anxiety or stress.

It's better thought of as one piece of the puzzle.

Just like making a cup of tea.

Lighting a candle.

Or putting your phone away for ten minutes.

Small rituals often have a surprisingly big impact.

Wellness is becoming more sensory

For years, wellbeing has focused on numbers.

Calories.

Protein.

Sleep scores.

Heart rate.

Now people are paying more attention to how their environment makes them feel.

The music they play.

The lighting in their home.

The textures they surround themselves with.

And yes, the scents they choose to wear.

Health isn't just what goes into your body.

Sometimes it's what surrounds it too.

Maybe we're all craving something a little more grounded

It's easy to see why these fragrances are having a moment.

Life already feels noisy enough.

Sweet, bold perfumes compete for attention.

Green, earthy scents do the opposite.

They slow things down.

They remind us of gardens after rain.

Fresh herbs picked from the windowsill.

Tomato vines in the middle of summer.

Maybe that's why they're resonating.

Not because we suddenly want to smell like vegetables.

Because we want to feel a little closer to nature.

And in a world that's constantly asking for our attention, that might be the most luxurious thing of all.

References

• Herz, R.S. (2016) 'The role of odor-evoked memory in psychological and physiological health', Brain Sciences, 6(3), 22.
• Herz, R.S. (2009) 'A naturalistic analysis of autobiographical memories triggered by olfactory, visual and auditory stimuli', Chemical Senses, 29(3), pp. 217-224.
• Martin, L., White, M.P., Hunt, A., Richardson, M., Pahl, S. and Burt, J. (2020) 'Nature contact, nature connectedness and associations with health, wellbeing and pro-environmental behaviours', Journal of Environmental Psychology, 68, 101389.
• Bratman, G.N., Anderson, C.B., Berman, M.G. et al. (2019) 'Nature and mental health: An ecosystem service perspective', Science Advances, 5(7), eaax0903.
• World Health Organization (2022) Mental Health and Wellbeing. Geneva: World Health Organization.
• Herz, R.S. (2018) The Role of Odor-Evoked Memory in Psychological and Physiological Health. Brain Sciences, 8(3), 22.