Home Care: Sophistication in unexpected places

A new kind of scent is discreetly making its way into the heart of our homes. As vectors of comfort and well-being, functional fragrances are trending toward premiumization, transforming ordinary moments into singular rituals. A look at the new ways of scenting the home.

Doing the laundry, mopping the floor, changing the sheets… For some, these are simple pleasures; for others, true chores. But what if these daily tasks could turn into moments of pure joy? What if the broom closet and the washing machine suddenly became more alluring? Based on this premise, functional perfumery is now striving to be sophisticated, unique, and evocative, mimicking the codes of niche perfumery. This shift is paving the way for refined and memorable interior olfactive signatures, where the main challenge remains long-lasting performance.

The Home: The New Epicenter of Well-being

The pandemic recentered well-being within the home. Reimagining one's living space as a warm cocoon has become a necessity for many consumers. Consequently, scented products for laundry and floors represent a playground for innovation for brands and ingredient suppliers alike. By transforming chores into delicate sensory experiences, the segment is moving upmarket, offering strong growth potential backed by data. According to Innova Market Insights, laundry products featuring "sophisticated" fragrances have seen a meteoric rise, with a 29% increase in launches over the last five years. More broadly, the global functional fragrance market is expected to reach $11.4 bn (€9.8 bn) by 2025, with home care accounting for nearly a third, according to Global Growth Insight. For instance, in April 2025, Givaudan reported a 7.9% year-on-year revenue increase in this segment. On the retail side, unsurprisingly, e-commerce continues its ascent, capturing about 60% of new product launches at the expense of traditional channels.

Luxury-Driven Offerings

Francis Kurkdjian has reimagined the laundry care ritual with the "Fabric Care" range, centered around the Aqua Universalis fragrance – a fresh and airy scent trail. It is available as a detergent, fabric softener, and scented mist. BDK Parfums offers three versions of its "Eau de Lessive," while Maison Berger features a "3-in-1 Laundry" collection. These refined creations, crafted by perfumer Aude Mas Vincenti, are released gradually thanks to micro-encapsulation. From the enchanting floral facets of jasmine to the delicacy of white musk or the iconic notes of Lolita Lempicka, the French brand aims to redefine the art of hosting with elegance.

Following the same paradigm, the American label The Laundress officially entered the luxury world in late October with the launch of "The Indulgent Collection" – detergents with compositions imagined by master perfumers and a seven-day lasting power. Present in China since 2019, the Unilever-owned brand invested nearly 10 M ¥ (€1.3 M) last July in a research centre in Tianjin to accelerate innovation in this segment. This move was driven by local demand that, according to its director, exceeded expectations. As for Bajoah, the French brand has adopted a high-end positioning, betting on "Made in France" for its floor and laundry fragrances. German brand Barbara Sturm – a skincare specialist –has also entered laundry care, reimagining linens as an essential extension of skincare. Formulated to soothe the skin from the first point of contact, her Laundry Detergent contains panthenol, Aloe vera, and purslane extract, while its sandalwood and amyris-based scent is suitable for the most sensitive users. Rituals has also expanded its home collection with laundry detergents and softeners, extending its expertise to textiles.

Technical Innovation Serving Eco-Responsibility

For suppliers, the challenge is to reconcile prestige with sustainability. Givaudan launched L’Irresistible Laundry Serum. This olfactory booster, currently patent-pending, incorporates PlanetCaps^™ technology – biodegradable microcapsules. With a high fragrance load of 40% and a scent trail designed to last from "wash to wardrobe" for up to a year, the manufacturer highlights a high-performance and sustainable solution. IFF offers Envirocap^™, a long-lasting fragrance delivery system for laundry that is both biodegradable and vegan. By granting perfumers great creative freedom, it opens the door to truly differentiating notes.