Can perfume help you feel better? The rise of mood-enhancing fragrances explained

From neuroscience-backed perfumes to scents inspired by comfort and nostalgia, experts explain why fragrance is becoming part of the wellness conversation. The idea is rooted in the unusually close relationship between smell and the brain. “Most of our other senses take a detour through the brain’s thinking and language areas before they reach emotion,” said Gemma Calvert, a neuroscientist and professor of marketing at NTU. “Smell bypasses most of that. It’s a sensory ‘one-stop shop’, directly into feeling and recollection.” This helps explain why a familiar scent can trigger a vivid memory or emotional response almost instantly.

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