The Importance of Fragrance in Homecare Formulations: Why Scent Still Drives the Category in 2025-2026 While the beauty world may be flirting with fragrance free skincare, homecare is telling a completely different story. Consumers still overwhelmingly prefer cleaning products, dish liquids, disinfectants, air fresheners and laundry detergents that smell good. In fact, scent is one of the strongest emotional and functional drivers in the category. Recent market data shows that fragrance remains dominant in household purchasing patterns. According to P and G category insights, scented products account for more than eighty percent of laundry, nearly eighty percent of surface cleaners
Fragrance is no longer a supporting element in beauty and homecare. It is now a category shaping consumer behaviour, retail strategy and formulation science. Market data from 2024 and early 2025 shows that scent is driving purchase intent across all demographics, with premiumisation, emotional care and textile scent longevity emerging as major forces behind category growth. Below is an expanded analysis of the most influential trends and the numbers defining them. The Global Fragrance Market Surges to USD 64 Billion in 2025 The global fragrance market continues to climb, reaching an estimated USD 64 billion in 2025 with a projected
Azelaic acid is such an amazing multifunctional ingredient in skincare formulations. It offers a safe, stable, and versatile option for formulators. Its multi-functional properties have made it an essential ingredient for addressing various skin concerns, especially in gentle and effective formulations targeting sensitive and acne-prone skin. Some current products on the market that use Azelaic Acid NATURIUM – Azelaic Topical Acid 10% Claims: help improve the appearance of skin tone, for brighter-looking skin. Active: Azelaic Acid Derivative – Potassium Azeloyl Diglycinate More Info: https://naturium.com.au/products/azelaic-topical-acid-10 EGO – Azclear Action Medicated Lotion Claims: attacks pimples by fighting bacteria and unblocking the oil
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From eliminating greenwashing through blockchain technology and government-mandated evidence of eco-friendly marketing claims through the Green Claims Code and our own Australian ACCC latest draft guidance to improve businesses’ environmental claims to democratizing access to sustainability substantiation, the realms of ingredient transparency have certainly made great strides. However, with 94% of UK consumers stating that brands need to show more sustainability transparency, there is still more work to be done. To understand the social and environmental impacts of the formulations and products we are selling to consumers, we need to be more diligent in the transparency as this is the
