We've officially entered fall, which means 2025 is almost behind us! Of course, we had to check our Google Analytics to know which fragrance articles resonated most with our audience. This month our readers loved a roundup of malodor tech, a new neuroscience-backed approach to fragrance and a perfumer profile.
Check out the top fragrance headlines from September 2025.
1. Malodor Technology is Meeting Consumer Needs with Fresh Solutions
Let’s face it: no one likes bad smells, whether in their home or on their body. Scent is often linked to an individual’s confidence and self-esteem, and malodors can hinder those qualities. And there's research to back it up.
“As humans, we instinctively dislike malodors, because on a primal level, we associate them with danger, spoiled food and the like,” said Alizée Antoine, R&D marketing manager at MANE. “They continue to play an important role in our everyday lives, impacting our decisions and relationships.”
Enter malodor technology, an important area in a fragrance house’s portfolio. These technologies meet consumer demand for better smelling products that help eliminate bad smells, thus making them feel more confident and comfortable.
Perfumer & Flavorist+ tapped industry leaders to learn more about their own malodor technology and how this area is evolving to meet consumer needs.
2. dsm-firmenich Announces Launch of Fragrance Innovation, emotiOn social connection
On September 2, 2025, dsm-firmenich announced the launch of its latest patent-pending fragrance innovation, emotiOn social connection. This technology is rooted in neuroscientific research and claims to foster human connection and entice consumers towards real-life interactions.
According to the company’s New Next Now Barometer consumer study, 75% of consumers surveyed said they believe happy social relationships are essential. However, 52% of Gen Z respondents said they feel isolated, and many described social interactions as stressful and intimidating.
“This is where emotiOn social connection comes in – the first fragrance innovation designed to boost presence and human connections,” said Matteo Magnani, executive vice president, growth office. “It blends emotional expertise, data intelligence and behavioral science to create fragrances that help bring us closer to each other, that help us connect with others. The power of scent unlocked, making us more present to enjoy real life interactions.”
3. Givaudan Launches New Labdanum Absolute Ingredient
Flavor and fragrance leader Givaudan announced the launch of Labdanum Absolute SIGNature, a new natural ingredient developed at the company’s House of Naturals in Grasse. This new ingredient can be applied to personal care and fine fragrance creations.
Labdanum Absolute SIGNature is extracted from the cistus plant found in the Andalusia region of Spain. It has a dry, lingering amber scent with woody and mineral nuances. Further, the ingredient was developed using precision engineering to produce a distinctive olfactory signature.
“Our innovation team has leveraged advanced engineering processes to elevate the crude cistus extract into a highly refined labdanum absolute,” said Paul-Erwan Camenen, head of Givaudan’s Fragrance Ingredients Business. “This breakthrough exemplifies our strategic focus on delivering high-performance raw materials that drive value for our customers and demonstrates our commitment to pushing boundaries of the natural ingredients industry.”
4. Junior Perfumer Clémentine Beun on Finding her Path to Fragrance and SIMPPAR Young Perfumer’s Award
"From a very young age, I smelled absolutely everything: plants, food, but especially objects—each object, each texture had its own distinct scent for me. And each scent evoked a different emotion.
I discovered that this unique connection was uncommon, that my peers did not feel the need to smell everything around them. It was then that I understood that scents would always be a part of my life.
I wanted to learn how to create these fragrances and contribute to the sensations, to the journey that a simple scent can evoke. That’s how it all began."
5. Marie Claire Turkey Fragrance Awards 2026: The Most Prestigious Competition of the Turkish Perfume Industry Begins
Marie Claire Turkey is bringing the globally renowned “Fragrance Awards” format to Turkey, preparing to crown the Turkish fragrance industry on the international stage!
In 2026, the Marie Claire Turkey Fragrance Awards will be held for the first time, uniting every sector—from fragrance and aroma companies to established Turkish cologne brands, to emerging natural and niche perfume houses, and fine fragrance noses—under one roof.
This prestigious event aims to illuminate the artistic, cultural, and commercial richness of Turkey’s perfume industry both nationally and internationally.
Serli Gazer, Editor-in-Chief of Marie Claire Turkey, emphasized the event’s significance: “Marie Claire Fragrance Awards has long been one of the most prestigious platforms in the perfume world in the UK, honoring the finest expressions of scent artistry. We are immensely proud to bring this international tradition to Turkey. The Marie Claire Turkey Fragrance Awards will bring our country’s unique fragrance heritage and innovative perfume vision to the global stage. We believe these awards will serve as a strong bridge connecting Turkey’s creative perfumery talents with world capitals.”
