Traditionally, consumers have been encouraged to find “their scent” and remain loyal to it for years, sometimes decades. Anna Dobbie explains how the modern fragrance customer's behaviour is shifting to become more bespoke.

Some stories aren’t written, they’re felt. And Oscar Emil tells his through scent. At just 17 years old, Oscar Hedegaard, known through his eponymous label Oscar Emil, is reshaping the conversation around scent with a voice that is both disarmingly honest and artistically bold. His debut line, The Love Collection, is not a typical launch. It is an emotional archive, a deeply personal expression rendered in perfume.

Aamna Lone examines the current dominance of gourmand fragrances and predicts the future of perfumery trends, exploring potential challengers like coffee, exotic fruits, and a resurgence of classic scent profiles.