Wearables are no longer novelties, they’ve become everyday health companions. Watches, rings, and earbuds now measure sleep quality, stress levels, and cardiovascular patterns with striking accuracy. What comes next may be less about tracking and more about acting: devices that step in at the right moment to help regulate mood and performance.

Fragrance has always been about timing. Houses look to trend agencies, fashion weeks, food culture, and wellness movements to anticipate what people will want to smell next. But the process is slow. By the time an insight is collected, packaged into a report, and circulated, the market may have already moved on.

For most of history, fragrance has been about beauty, ritual, and identity. Now it is also being taken seriously as a tool for wellbeing. The idea of functional fragrance created not only to smell good but to help calm, focus, or restore is moving from niche to mainstream.

When people think of strong brands, the first things that come to mind are usually logos, colors, or a recognizable voice. But more and more companies are realizing that scent can play the same role.

When cinema gained synchronized sound in the late 1920s it transformed storytelling forever. When the Walkman arrived in 1979 music became portable and personal. With iTunes and later Spotify, it became infinite, searchable, and algorithmic.