The year is almost over, and it's time to reveal Perfumer & Flavorist+'s top fragrance headlines from the last month! This month's most-loved headlines include a second-skin fragrance, new scent receptor research and a new fragrance house backed by neuroscience.
Check out the top five fragrance headlines of November 2025.
1. Givaudan Unveils “Groundbreaking Discovery” in Scent Receptor Research
Flavor and fragrance company Givaudan announced the development of a new breakthrough methodology to help decode how consumers’ noses detect and recognize scent.
According to the company’s press release, this innovation helps activate previously unresponsive olfactory receptors, enhancing receptor sensitivity by up to 100x. The new methodology “unlocks” 20 specific human odor receptors and reveals which natural scent molecules they can detect.
“This process turns receptor science into a creative edge, enabling olfactory experiences that are powerful, unique and precisely crafted,” said Jeremy Compton, global head of science and technology for Givaudan’s fragrance division. “This pioneering research marks a turning point where smell science becomes a direct creative advantage, allowing Givaudan to lead the way in impactful, distinctive and targeted fragrances that stand out in the market.”
2. No Makeup Makeup Introduces No Fragrance Fragrance, Powered by FlexScent Tech
On November 3, 2025, beauty brand No Makeup Makeup announced the launch of its latest innovation: No Fragrance Fragrance.
The No Fragrance Fragrance was developed by beauty industry veteran Victoria Jackson and brand co-founder and chief executive officer Kim Wileman in collaboration with Givaudan’s Custom Essence fragrance house. This new innovation is categorized as a “fragrance essence,” or a sheer, second-skin enhancer designed to merge with the wearer’s chemistry.
“Just as No Makeup Makeup changed the way people think about beauty, No Fragrance Fragrance will change the way people think about scent,” Wileman said. “Consumers today are seeking fragrance that feels personal, intimate and effortless, so the Fragrance Essence is our answer: a new category for a new mindset.”
3. Pet Perfume Market Expected to Reach $2.7 Billion by 2034
The global pet perfume market is expected to grow from $1.4 billion to $2.7 billion from 2025 to 2034 at a CAGR of 6.7%, according to a new report from Allied Market Research.
Pet perfume is defined in the market report as a grooming product formulated to neutralize unpleasant odors and leave a mild, pleasant fragrance on pets. They are commonly used by pet owners, groomers and veterinary professionals as part of routine grooming practices.
“The pet perfume market is anticipated to increase due to rise in pet-humanization trends, demand for premium grooming products and the growing popularity of personalized pet care,” the report states. “Expanding urban pet ownership and increased consumer spending on pet hygiene further contribute to consistent sales across specialty stores, online platforms and grooming service providers.”
4. What Consumers Really Want in Their Home Care and Cleaning Products
Consumer expectations for home care and cleaning products have shifted dramatically in recent years. Once purchased primarily for functional performance, these products are now evaluated through a multisensory lens where fragrance, emotional resonance and even perceived natural authenticity play a central role in shaping consumer behavior.
Analysis of hundreds of thousands of consumer reviews across categories such as dish soap, all-purpose cleaners, laundry detergents and home fragrance products reveals four dominant cross-cutting trends: biophilic authenticity, sensorial escapism, dynamic fragrance experiences and personalization. Collectively, these preferences highlight a fundamental transformation: consumers increasingly want their home care products to feel authentic, emotionally rewarding, technologically advanced and personally adaptable.
5. Stanford-Trained Biologist and Surgeon Introduces Science-Backed Fragrance House
On October 30, 2025, Dr. John Zannis announced the launch of SIX7, a new fragrance house built at the intersection of neuroscience, molecular biology and high art. The house hopes to create “chemical identity codes” to activate memory and trigger attraction, according to the company’s press release.
“Fragrance is not just a cosmetic,” said Dr. Zannis. “It’s an access code to memory and behavior — a molecular interface between the self and the world.”
According to the house’s press release, SIX7 designs its formulas using a proprietary process that combines olfactory neuroscience, psychophysiology and memory engineering. The house’s debut line of scent-based compounds are categorized by their bio effect, such as increasing attraction, enhancing focus, unlocking emotional memories or amplifying individual personality.
