For years, intense, sweet and gourmand fragrances dominated the conversation. Notes of vanilla, caramel, coffee and amber became the undisputed stars of the most coveted collections and bestseller lists.
But this summer, something is changing.
More and more people are seeking fragrances that convey freshness, lightness and naturalness. Scents that don't fill a room before you walk in, but quietly accompany the person wearing them. Perfumes that evoke the feeling of a freshly laundered shirt, a shower at the end of the day, or the freshness of a summer morning.
The return of clean-smelling perfumes.
At the heart of this trend we find ingredients such as white musks, bergamot, lemon, mandarin, ginger and aquatic notes. Ingredients capable of conveying a sense of cleanliness and wellbeing that is especially appealing when temperatures rise.
But the appeal of these perfumes goes beyond their freshness.
At a time when we increasingly value simplicity, clean scents represent a different way of understanding perfumery. Less artifice. Less excess. More comfort. More skin.
They don't seek to draw immediate attention. They seek to make the person wearing them feel good.
That's why many of the new fragrances making their mark this season share a common goal: to recreate the just-showered feeling. That blend of cleanliness, softness and freshness we associate with everyday wellbeing.
And although trends change every year, all signs point to this one having something special about it.
Because sometimes, smelling clean is the greatest luxury of all.
The season's selection
The perfumes that smell clean
Soft musks, fresh citrus and that just-showered feeling that has become the ultimate summer luxury.
Woman · Floral Musk
divain.1059
Inspired by The Body Shop White Musk
All perfumes include a complimentary sample.
View all musks