4000 YEARS AGO
Perfume use recorded in Ancient Egypt, Cyprus, and India
In all of these cultures, perfume was more than just a luxury; it was intertwined with spirituality, health, and social customs, showcasing the timeless allure of fragrance.
16-17th CENTURY
Perfumes were used primarily by the wealthy to mask body odors
Perfumes were often expensive and considered a symbol of status. The wealthy used them to showcase their affluence and sophistication, with high-quality perfumes made from rare and “exotic” materials, making them highly sought after. Particularly upper classes would apply fragrance to their bodies, clothing, and even in their living spaces, in efforts to mask the unpleasant repercussions of *less developed* hygiene practices.
Skilled artisan began to refine perfumery, in cities such as Grasse, France. New trade routes lead to the discovery and trade of new ingredients and innovative scent combinations.
19th CENTURY
Commercial synthesis of aroma compounds
Chemistry advancements allowed scientists to recreate organic fragrances compounds synthetically. The cheaper nature of this production made perfume more widely accessible and affordable. While the fragrance landscape was expanding, so too were concerns around allergies and sensitivities, with little regulation within the rapidly growing industry.
1870-1890
‘Masculine and Feminine’ fragrances developed as a marketing technique
The late 19th century was marked by rigid gender roles and social expectations, which soon became reflected in fragrance trends. Masculine Fragrances were typically characterized by woody, spicy, or citrus notes, to evoke strength, power, and adventure. Feminine Fragrances were often sweet and floral, featuring ingredients like rose, jasmine, and vanilla to convey softness, beauty, and delicacy.
While unisex fragrances have become more popular in recent decades, these strategic marketing techniques not only catered to societal norms but also shaped the way scents are marketed and perceived today.
1920's
Coco Chanel introduced Chanel No. 5
In the 1920s Chanel altered perfume history with a that embodied the spirit of the modern woman—independent, elegant, and sophisticated. Chanel collaborated with perfumer Ernest Beaux using a blend of natural and synthetic ingredients to create a complex, multi-layered scent. The iconic fragrance featured notes of jasmine, rose, sandalwood, and vanilla. Coco Chanel championed the blend of fashion and scent, with endorsement from equally iconic Marilyn Monroe, with Chanel No. 5 becoming one of the best-selling perfumes of all time.
21st CENTURY
The rise of sustainability, regulation and improved practices
AS consumer behaviour shifts further towards eco-friendly and sustainable practises, so too has the perfume industry. Sustainable ingredients, including synthetic elements, avoid overexploitation of plants and natural ingredients, and packaging has also shifted towards less waste and environmentally friendly options. Increased regulations also aim to protect both the environment and the consumer, which allows for a more socially responsible industry through transparency.
