Why Do We All Want to Smell Like Baked Goods?
The scent of freshly baked goodies wafting through the kitchen is unbeatable. If only there was a way to bottle up the smell – as it turns out, there is!
Many buyers of perfume have been tempted by sweet, vanilla scents in the past, but perfume and body spray lovers are now craving more specific aromas. Gourmand perfumes have been around for decades, but recently, scents evoking the smell of specific treats, like a tray of cookies or a caramel drizzle cake, have hit the market.
Fragrance fanatics have taken to social media to share their favorite gourmet fragrances that smell good enough to eat. Popular themes like ‘Perfumes That Smell Like Baked Goods’ have amassed hundreds of thousands of views. Noteworthy gourmand scents include Sol de Janeiro Brazilian Crush Cheirosa 62, which is infused with salted caramel and sandalwood, and Kayali Yum Pistachio Gelato 33 by Huda Beauty.
In a Reddit discussion about bakery perfumes, one user humorously revealed: “My coworker told me she needed to know what delicious pastry I brought to the office when I was wearing Kayali Vanilla.”
The past year has seen several unique launches in the gourmand space. An American company called Snif introduced their Crumb Couture aroma collection inspired by French patisseries, while Dolce & Gabbana released the Devotion Eau de Parfum Intense, reminiscent of Italian hazelnut panettone fresh out of the oven.
While some may find these scents overly sweet, the majority of consumers are enchanted by this trend. Lush has notably tapped into these cravings by expanding its Sticky Dates range, originally launched as a limited-edition Eid product. This year, they released a popular Sticky Dates body spray, which features a pungent, rich scent similar to sticky toffee pudding, and it was Lush’s best-selling product in the UK and Ireland for August.
This holiday season, customers can also enjoy the Posh Chocolate body wash, allowing them to smell like a chocolate lava cake.
Most of us are familiar with the comforting aromas of freshly baked cookies, cakes, and chocolate. But is it easier for consumers to communicate these scents to a perfumer? Emma Vincent, an in-house perfumer at Lush, believes the rise of baked goods-inspired fragrances is no coincidence. “They appeal to everyone,” she explains. “Anyone can wear a gourmand scent; there’s no historic bias of the fragrance being either masculine or feminine, so it opens up for everyone to enjoy.”
Vincent further elaborates on how gourmand perfumes break down class divides in the fragrance world. “The language around perfume is still elitist and confusing for the majority. Who really knows what a chypre is? But you can say you want to smell like vanilla, coffee, or caramel as these are familiar reference points.”
Gourmand fragrances often evoke specific nostalgic and comforting memories. Hayley Jones, head of buying at The Fragrance Shop, notes that people are naturally drawn to scents that “evoke powerful feelings of comfort, warmth, and nostalgia” while also providing an “element of indulgence,” such as Bake by Akro, which resembles the smell of lemon cupcakes.
Estée Lauder is looking to lead this memory-focused perfume trend by collaborating with the Dresden University of Technology to research the connection between scent, memory, and emotion.
It is believed that the recent foodie gourmand trend connects back to how people sought comfort during the pandemic and the ensuing lockdowns. The widespread obsession with banana bread left a lasting impact.
“Millions of people stayed at home, working remotely and seeking comfort in activities like baking, which ties into a feeling of nostalgia and reflection,” explains Lee Howes, fragrance category lead at Lush.
He adds, “Gourmand scents are grounding, subtle, and familiar, making sense as people navigate back into social settings and strive to feel comfortable again.
Smelling indulgent is also a key desire for those who prefer dessert gourmand fragrances. One user on social media even shared a list of perfumes that could make you feel alluring. According to sex expert Isabelle Uren, “When we smell someone wearing these deliciously sweet perfumes, these pleasant associations activate, evoking feelings of comfort, happiness, and pleasure, all conducive to attraction.”
Matthew Jones, founder of Bread Ahead bakery, understands the allure of bakery-inspired scents: “When people choose to wear scents inspired by baked goods, they’re not just celebrating the aroma; they’re embracing emotional delights that remind them of simpler, comforting times.”
Sophie Carey, bakery development manager at Matthews Cotswold Flour, adds, “These scents tend to be crowd-pleasers, with most people enjoying the aroma. I don’t think we’ll be seeing a garlic bread perfume hit the shelves any time soon!”
