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Brief Published: 29 Nov 2016

Mixed Media Molecular Fragrance

Romilly Wilde Idle

UK-based natural and organic skincare brand Romilly Wilde’s new fragrance, Idle, is a next-generation perfume that fuses natural and synthetic notes to create a unique scent experience for each wearer.

A ‘mixed media’ fragrance – combining a high percentage of natural essential oils with carefully chosen synthetic aroma molecules that enhance the olfactory effect – Idle is a prime example of the way the natural beauty market is developing thanks to science lab innovation, as explored in our industry trend Future Beauty: New-Era Naturals.

Described as a “heady molecular mix”, the musky floral fragrance includes notes of linden blossom, jasmine, cardamom, citrus peel, green moss and aromatic woods. The blend smells different on each wearer and is designed to mimic and elevate the user’s natural scent, depending on their mood.

Transformative, mood-elevating fragrances that adapt to the individual are shaking up the fragrance market, creating hyper-personalised experiences for consumers. Charlotte Tilbury’s debut fragrance, Scent of a Dream, was developed with the help of neuroscientists Dr Richard Axel and Dr Linda Buck, and features psychoactive notes that react to the wearer’s pheromones to boost confidence and enhance sex appeal. For more on this, see Future Beauty: Perfecting Bespoke.

See Rewriting the Rules of Luxury Fragrance for more on the commodification of niche fragrance, and check out The Rise of Micro-Perfumery to see how self-taught perfumers are influencing big beauty brands.