Happy New Year! As we look ahead to 2026, the P&F+ team looked at our Google Analytics to determine the most loved articles from the past year. This year saw many incredible headlines and features, and we can't wait to see what's coming in the year ahead.
Below are the top five fragrance-related articles of 2025.
1. Inside Unilever’s New Fragrance House: Q&A with VP of Fragrance
On November 22, 2024, consumer goods company Unilever announced a €100 million investment into its own fragrance house to drive in-house innovation. The company is planning to recruit expert perfumers in the United Kingdom, United States and India to work across the global portfolio of brands. Additionally, the new fragrance house will use digitally enabled fragrance design through new technologies, such as artificial intelligence (AI).
Perfumer & Flavorist+ spoke with Vivek Sirohi, vice president of fragrance at Unilever, about this new venture and what this means for its partners and customers.
2. Jasmine Absolute With Antioxidant Compounds—Thanks To Renewable Solvent Extraction Process
In 2017, International Flavours & Fragrances (IFF) started to work on alternatives to petrochemical solvents to extract absolutes. Among the new range of absolutes offered by LMR is Jasmine Conscious Absolute, in which antioxidant compounds have been identified.
In 2023, two IFF patents were granted in France to produce absolutes with new proprietary extraction processes. Through these processes, petrochemical solvents have been replaced by 100% renewable and biodegradable solvents that are safer for humans and the environment.2 Apart from the use of renewable solvents, these processes are authentic absolute processes that are now implemented with industrial partners throughout the world
3. Young Living Launches Wyld Notes
On January 9, 2025, Young Living, a company that specializes in essential oils and wellness products, announced the launch of its sister company Wyld Notes. The company will officially launch in February of 2025.
Wyld Notes will introduce a debut collection of five natural fine fragrances. The company will also launch an affiliate program, designed to be an extension of Young Living’s network marketing model.
“Wyld Notes represents our vision for the future, a new way to connect with customers and empower our brand partners, all while staying firmly rooted in the network marketing model that defines us,” said Young Living co-founder and chief executive officer Mary Young. “We are setting a new standard for the industry and are excited to lead this change.”
4. Top 3 Fragrance Ingredient Trends from SIMPPAR 2025
The International Exhibition of Raw Materials for Perfumery (SIMPPAR), held June 4 and 5 in Paris, allowed attendees to explore a wide range of ingredients and solutions for the fragrance industry. Across the show floor, I saw blotter sticks wafted under noses and observed so many conversations about new applications for these ingredients. The enthusiasm was contagious, and the spirit of innovation could be felt throughout the expo hall.
While I walked up and down the rows of booths, several trends immediately emerged that demonstrated the current direction of the fragrance industry. These trends have their own nuances, but they all relate to one macrotrend: sustainability. It’s not just a buzzword anymore; it is a necessity to ensure high-quality, cost-effective products that consumers will love.
5. Osmo Launches AI-Powered Fragrance House, Generation
On March 5, 2025, Osmo announced the launch of Generation, a fragrance house powered by the company’s olfactory intelligence (OI) to turn data into scent. Generation brings together advanced formulation tools, market intelligence, and exclusive ingredients to allow its customers to create fragrances faster and with more precision.
“Fragrance is deeply personal, but until now, creating it has been slow, uncertain and often out of reach,” said founder and chief executive officer Alex Wiltschko. “We developed olfactory intelligence to give brands more intuitive, data-driven and creative ways to design fragrances. This isn’t just about making the process faster, but also smarter and more expressive to help brands create extraordinary products that resonate with consumers, comply with shifting regulations and stand out in a crowded market.”
Perfumer & Flavorist+ reached out to Wiltschko and master perfumer Christophe Laudamiel to learn more about Generation and how Osmo is planning to elevate fragrance formulation.
