Anything can be turned into a fragrance. No really… We’ve seen fragrances with cheese, asphalt, and even fish notes. I wouldn’t know why anyone would want to smell like fish, but I understand the others. Some cheese perfumes smell delicious, especially the ones that smell like cream cheese frosting or cheesecake. While the rest are just comfort smells to some people, regardless of how bizarre they are. Think of how you loved the scent of matches as a child; for example, a perfume that smells similar will certainly evoke the same emotions you felt back then.
That said, we can clearly see that people are being drawn even more to gourmand perfumes, a trend I don’t see dying down anytime soon. On the contrary, it keeps growing, and the notes in this fragrance profile keep getting more specific.
We’ve seen fruity gourmands, candy gourmands, and milky gourmands, and now brands are playing around with matcha gourmands. After all, who wouldn’t want to smell like a matcha milkshake or a warm cup of matcha tea?
It doesn’t stop there. Known for its earthy, green, and slightly sweet aroma, matcha is viewed as a modern, wellness-inspired scent. But what makes matcha the new “it note” of fragrance?
A Connection to Wellness
Matcha, a finely ground green tea powder, is known for its health benefits and role in mindfulness rituals. As consumers gravitate toward wellness-oriented lifestyles, the beauty and fragrance industries are responding with products that reflect these values. This is why we are seeing growth in sustainability in the perfume industry. Perfumes infused with matcha notes give a sense of calm and balance, an effect that is similar in some way to that of lavender fragrances.
A Connection to Japanese Culture
Studio Ghibli, Haruki Murakami, fluffy cheesecake, and match. What do these have in common? They are all aspects of Japanese culture that are popular worldwide. Matcha is specifically popular in drinks and desserts and is now being introduced in perfumes. It is important to recognize the cultural importance of this finely ground powder of green tea.
Matcha is central to Japanese tea culture. There are several different tea rituals (that use either matcha or sencha) that are traditionally performed in Japan.
The powdered green tea is made from finely ground, shade-grown tea leaves, and its preparation and consumption are considered an art form that promotes serenity and meditation. Beyond the ceremony, matcha is also a symbol of Japanese aesthetic values, emphasizing purity, simplicity, and attention to detail, and it is used in various foods and beverages, reflecting its cultural significance.
Nature-Inspired
Nature-inspired fragrances are also growing in popularity, with green, botanical, and earthy notes, aligning with the growing popularity of natural perfumes and green (sustainable) fragrance trends. Matcha fits perfectly within this trend as a refreshing and grounding note that’s subtle and clean. It also mixes beautifully in gourmands like vanilla perfumes, for example.
Minimalism
Matcha’s unique profile—a balance of green freshness and warm, creamy undertones makes it an ideal candidate note for minimalist fragrance compositions that shine the light on single standout ingredients.
A Unisexual Appeal
As the lines between traditionally “feminine” and “masculine” fragrances blur, hence the rise of popularity of unisex perfumes, matcha is a versatile note that appeals to all genders. It offers a unique alternative to conventional floral or musky scents.
How Matcha Is Being Used in Perfumes
Perfume houses creatively incorporate matcha into their fragrances, often blending it with complementary notes to highlight its unique character. For instance, Maison Margiela’s “Matcha Meditation” showcased how matcha can offer refreshing and calming effects in fragrance. More niche brands are also testing and playing with matcha to see its potential by pairing it with citrus, florals, and creamy gourmand elements. Here are a few examples:
- Floral and Green: Matcha pairs beautifully with jasmine, lily of the valley, or rose.
- Creamy and Sweet: When combined with vanilla, tonka bean, or almond, matcha adds a subtle gourmand scent without being overtly sweet or sugary.
- Woody and Spicy: Blended with cedarwood, sandalwood, or cardamom, matcha has an elegant and grounding element.
So, is matcha the new perfume trend? All signs point to yes. Whether you’re a fragrance collector or a casual wearer, now might be the perfect time to grow an interest in matcha-inspired perfumes’ calming, green aesthetic. Keep your eye on V Perfumes for all the latest perfume trends alongside your favorite vintage fragrances.
