In our society, there is a thirst for more, more, more. I’ve been guilty of this, and I imagine you have, too. We are distracted and yearn for what we don’t have. The life we once dreamed of is no longer good enough when we’re finally living it.
I was recently taken aback by a cover headline, “The New Speed of Fragrance”. I expected an essay on how the world is slowing down and rejecting capitalistic desires. Instead, I was met with this:
“…Speed is becoming an integrity story. The teams who can launch faster… will earn trust and capitalize on the market’s appetite for newness.”
- Perfumer & Flavorist, March 2026
Am I the one with my head in the sand, or is it the industry?
I’ve been studying perfumes and perfumery for 25 years, and I’m just now launching into the industry itself. My gut tells me it’s the industry that is out of touch, still reaching for status instead of something meaningful.
And to be honest, I’m not interested in that.
I’ve never been one for products created for the masses. I’ve always wanted something deeper, more true. Take out the facade of cheap aromachemicals and expensive marketing and take me back to the earth, the mother of all living things. I want to know the artist themselves, not the artist that licensed their name.
Artisan perfumery is intentional and slow. Natural aromatics need time to soften and smooth in a blend, usually months. A single perfume can take years to make, if only because art demands time. Artisan perfumes will never meet the demand for rush, nor should they. It’s not the shareholder dollars they are after. It’s the ones who feel deeply, who treasure things that are special, who are willing to wait that truly appreciate art.
Our cravings are taking us back to the earth.
