Fragrance beyond the body: Home scents proliferate with personalization

Personal care is rapidly expanding beyond the face and body, increasingly extending into a focus on the home. Consumers are craving a complete fragrance experience, treating home scent similarly to body care.

Innova Market Insights data indicates a 37% CAGR in home air care launches between April 2020 and March 2025.

“In the last five years, the home fragrance industry has moved from being a background player to taking center stage in the consumer’s daily life. Today, fragrance is not just a finishing touch — it’s a strategic driver of well-being, comfort, and emotional connection in the home,” Laurent Pauchard, VP home, growth office, Perfumery & Beauty at dsm-firmenich tells Personal Care Insights.

dsm-firmenich reports that 70% of consumers globally say they appreciate scents more now than before, and 92% consider fragrance important. Additionally, 79% of consumers want their house to smell good, and 78% actively seek long-lasting freshness.

“That’s not just a trend — it’s a fundamental change in how people relate to their homes… These numbers tell us that fragrance is no longer a ‘nice-to-have,’ it’s a ‘must-have,’” says Pauchard.

Pandemic and personalization

dsm-firmenich attributes a large part of the momentum of people caring about home care fragrances to the pandemic. Pauchard says that when people were spending more time inside their houses, they expected their home care products to deliver emotional benefits — stress reduction, comfort, and moments of happiness. He flags that this has only proliferated.

“Fragrance is the lever that makes these experiences possible. It’s the difference between a product that simply cleans and one that creates a sanctuary.”

Home fragrance is becoming a daily ritual for many consumers.Pauchard also signals that the home care fragrance market is becoming more polarized and personalized.

“Consumers are mixing low- and high-tier products to curate their home experience: trading up for premium scents in key moments, while relying on private label or value formats elsewhere. This behavior is fueling the rise of scent-centric categories like laundry boosters, which deliver emotional payoff without breaking the budget.”  

Malodor control

The pace of innovation in home fragrance is accelerating — and dsm-firmenich says the best breakthroughs solve real consumer pain points with precision, purpose, and emotional power.

“Our innovations are designed to deliver measurable benefits across three critical domains: long-lastingness, malodor control, and well-being. And we do it by combining breakthrough science, sustainable design, and fragrance artistry,” says Pauchard.

Innova Market Insights data suggests that air fresheners accounted for over half of household air care products, and 50% of total launches carried a long-lasting claim. Fresh remains the leading fragrance, while American-inspired scents are emerging.

dsm-firmenich has developed Popscent Eco, the “first-to-market” biodegradable fragrance capsule. The solution features Haloscent, the company’s profragrance technology that releases at “the right moment,” naturally. It is touted to deliver a multisensory experience that is uplifting and efficient.

According to Innova Market Insights, few brands highlight using microcapsule technology to stand out in the fragrance market. There has been a 16% CAGR growth of laundry launches with microcapsules, or an encapsulation claim, as it helps maintain fresh fragrance for longer.  

Malodor control has become a core expectation for their home scent solutions. Consumers want products that solely mask, but eliminate unwanted smells, making freshness and cleanliness inseparable.

“Malodor is one of the most stubborn and emotionally disruptive consumer pain points. Clearsense is our answer. Powered by our proprietary Receptor-Based Discovery platform,  it targets the receptors responsible for perceiving bad smells and neutralizes them through a dual-action mechanism: chemical interaction and sensory modification,” explains Pauchard.

Sustainability and performance

Sustainability in the personal care industry is now a non-negotiable. dsm-firmenich reports that 69% of consumers are demanding more eco-friendly products. The industry is responding with concentrated, high-efficacy formulations — like detergents designed for low-temperature performance.

“But this shift isn’t just about regulation. It’s about real consumer needs: smarter, more responsible solutions that don’t compromise on experience,” says Pauchard.Personalized scents are transforming both self-care and home care. 

“We’re pioneering new odorant molecules that deliver high efficiency and sustainability, even under the most stringent regulatory constraints. Our ingredient science ensures superior performance and compliance — keeping us agile in a fast-evolving market.”

Today’s consumers don’t want to choose between sustainability, luxury, or affordability; they want it all without compromising product performance.

“They want eco-friendly formats that deliver scientific proof of efficacy. They seek premium experiences that feel indulgent but fit into rationalized budgets. And they demand fragrances that do more — neutralize malodors, last longer, and elevate their emotional well-being,” says Pauchard.

“This is a new value equation: multi-layered, data-driven, and emotionally charged. Consumers are ‘irrationally rational’ — they’ll trade down in one category to splurge in another, if the product delivers ritualistic or sensorial reward.”

Innova Market Insights data says that air care trends reveal that about two-thirds of consumers want air care products to smell as natural as possible, with nearly half preferring natural household fresheners.

Despite this, less than 10% of launches include natural positioning. The market researcher explains that brands can launch more products with 100% natural or vegan formulas using soy, rapeseed, coconut, or beeswax. It also highlights brands featuring hero botanicals such as lemongrass, tea tree, cedarwood, or eucalyptus essential oils.

Consumer attention and purchases

Innova Market Insights data also indicates that fragrance claims are a common feature in home care market product launches, and nearly 80% of household freshener product launches emphasize the fragrance on the pack. Brands are responding by launching more aromatherapy-themed products, with 63% for air fresheners.

Pauchard says that the biggest challenge for formulators in the home fragrance sector is balancing the need to capture consumers’ wallets and attention.

“In a world of economic uncertainty and polarized consumption, brands must deliver clear value at both ends of the spectrum — premium indulgence and budget-smart efficiency. But value alone isn’t enough.”

dsm-firmenich reports that 73% of consumers say a pleasant scent is a self-care moment. Meanwhile, 78% want fragrances that make their home feel peaceful.

Innovation in malodor control is reshaping the air care market. The ingredients company believes winning in home fragrance means delivering fast, proven, emotionally rewarding experiences with transparency, sustainability, and sensorial excellence. 

“Consumers are bombarded with choices. The real challenge is staying relevant, creating products that cut through the noise and earn a place in daily rituals. This is where fragrance plays a critical role. It’s not just a scent, it’s a sensorial signature that builds emotional connection, drives repeat usage, and makes products unforgettable.”

Industry opportunities

Global air care launches increased by 47% CAGR over the past five years, says Innova Market Insights. This increase is driven heavily by scented candles and air freshener launches. Air care growth is notably faster than total household care products, which grew at a 17% CAGR during the same period.

The market researcher signals that scented candle launches display exponential growth, although air fresheners show a notable 25% CAGR during the same period. Air care launches have experienced a rise in Asia, Latin America, the Middle East, and North America.

“The next five years will be defined by personalization, technology, and holistic value. With advanced fragrance technologies, cutting-edge design tools, and our ability to connect decades of consumer insights with industry-leading material science,” says Pauchard.

“dsm-firmenich can now tailor fragrance experiences to individual moods, routines, and needs. The home is evolving into a hub for self-improvement for everyday delight, with fragrance at the heart of creating uplifting, memorable moments for consumers.”

Regarding demographic opportunities, Innova Market Insights data suggests that air fresheners are more popular among those over 45 with mid-low incomes. Meanwhile, scented candles appeal more to women and consumers aged 18–44.

Pauchard flags that demographic shifts such as aging populations, migration, and new economic realities will further accelerate change.

“By 2030, older adults will outnumber younger ones globally, driving demand for products that support aging in place, convenience, and health. Multicultural influences will enrich product offerings, with traditional formulas and ingredients from around the world,” he says.

“Fragrance is now the dominant force in home care. It’s the strategic connector between function and emotion, self-care and home care. The brands that succeed will be those that blend affordability with enhanced benefits, embrace multicultural influences, and leverage technology to deliver personalized, convenient, and eco-conscious solutions. Fragrance is no longer just part of the story — it is the story.”