Perfume for the longest time was really the attainable luxury end of a luxury brand. And now I really think that that ideology for a certain group of people has faded, and the idea that the fragrance is made from better materials and it also, by the way, can help you relax, I think this is really the next wave of what we're seeing in personal wellness.

— Perfumer Douglas Little of Heretic, quoted in Inside the Murky World of "Functional Fragrance" at Allure.