It's no secret that the fragrance world has a history of feeling stuffy and serious, but in 2023 perfumers are channeling light-hearted, feel-good vibes inspired by summer fun. Driven by TikTok trends (hello, Y2K and Barbiecore)—and, let’s face it, a longing for simpler times—Gen Z and millennial consumers are looking to perfume to capture happy moments from their youth, like ice cream on the boardwalk, swiping on a cherry-scented lip balm, or spending long, sunny days on the beach.

— Cosmopolitan magazine on the trend for "nostalgic summer scents". Read more in 7 Best Perfume Trends and Scents to Try in 2023.

“The part of the brain that processes odor sensation is anatomically linked with the part of the brain that is responsible for emotions and emotional memories,” says Pam Dalton, Ph.D, MPH, a cognitive psychologist atThe Monell Center, a non-profit institute that researches taste and smell. “There is a primacy to olfactory sensation, so that when we smell them and they’re associated with something from the past, you recall them and feel like [you’re] back there.”

— Read more in How the ‘Noses’ Behind Your Favorite Perfume Brands Translate Everyday Experiences Into Scent—Plus 8 Fragrances To Transport You To Simpler Times at Well + Good.