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Inside National Fragrance Week 2026: Conversations Shaping the Future of Scent
- Hinton Magazine
- 8 minutes ago
- 2 min read
This March, National Fragrance Week returns with a programme designed to celebrate the UK’s growing influence in global fragrance culture. While much of the week brings together industry professionals, a series of public talks and panels will open the conversation to a wider audience, offering rare insight into the craft, psychology and future of scent.
Hosted across a day of discussions on 18 March, the sessions explore fragrance from multiple perspectives, from artistic collaboration and retail strategy to emotional memory and emerging sensory technologies.
The programme begins with “The Alchemy of Expression”, a conversation hosted by Jorum Studio at Icetank. Jorum co-founder Chloe Mullen joins glass artist Juli Bolaños-Durman to examine the relationship between craft, culture and scent. The discussion considers how raw materials move through a creative process to become an expressive medium, drawing parallels between perfumery and other forms of artisanal practice.
Later in the day, the conversation shifts toward the commercial side of the industry with “Everything You Want to Know About Fragrance: Buyers Edition.” Hosted by Francesca Cherruault, the panel gathers fragrance buyers to discuss what makes a scent stand out in an increasingly competitive market. The discussion offers a rare behind-the-scenes perspective on how brands capture attention and ultimately secure space on retail shelves.
Fragrance’s emotional power comes into focus in “How Is Fragrance Linked to Emotion and Memory?”, led by fragrance expert Thomas Dunckley. The session explores the neurological and psychological relationship between scent, memory and feeling, while also examining how emerging technologies are reshaping the way people discover and experience fragrance.
The programme concludes with “The Future of Fragrance: From Perfume to Personal Transformation.” This forward-looking panel examines how scent is evolving beyond traditional perfume bottles into immersive experiences that combine fragrance with sound, wellness and sensory environments. As the boundaries of fragrance expand, the discussion reflects on how scent is increasingly positioned not just as a product but as a cultural and emotional medium.
Together, these conversations form a snapshot of a rapidly evolving industry. National Fragrance Week highlights how scent now sits at the intersection of art, science, commerce and personal identity, and how the UK continues to play a central role in shaping that future.
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