Page 137 - EM - Export Magazine Perfumery Edition

and counteract low mood. While spa-like
treatment centers such as Fieldtrip which
operates in the United States, Canada,
and Amsterdam, offer ketamine-assisted
and Co-Executive Director of the Genome therapy under professional supervision,
Project-Write, explains that “in the past there’s an opportunity for psychedelics
ten years, numerous biotechnological – in microdoses – to make their way into
innovations stemming from psychedelics at-home beauty and wellness. Jennifer
have been deemed promising.” With Pereira, Founder of The Bloom Fund,
mental health on the forefront of global which “connects psychedelic healing
conversations today, micro-dosed with leadership” explains that she’d like
psychedelics are pushing the boundaries to see innovations such as “a fungi face
of cognitive wellness and its translation cream infused with psilocybin that is
into the beauty industry. easily absorbed and could be healing exposed to scent. Additionally, we are
from the inside out.” Among brands 100 times more likely to remember
Microdosing: Beauty’s New Frontier that are planning to experiment with something we smell over something we
That consumers are seeking a psychedelics is Supermush, a U.S.-based perceive with other senses.
psychological and spiritual dimension to company that currently offers oral
wellness and beauty treatments should sprays for “energy, immunity, and chill” One of the brands embracing fragrance’s
perhaps come as no surprise, against infused with different types of functional mood-altering abilities is Australia’s One
the backdrop of a pandemic, war, and mushrooms. The brand has launched Seed perfumes. Named after emotions,
geo-political upheaval that has left many the Microdosing Collective, a non-profit and explicitly linking fragrance and mood,
feeling out of control of their lives. Indeed, collective focused on psilocybin and the brand’s scents look to pinpoint a scent
as of 2020, personal care and beauty microdosing, with the aim of shaping to an emotion. The brand’s Hope scent
represented $955 billion of the $4.4 trillion U.S. public policy around microdosing creates a feeling of “being overcome by
global wellness economy, according to the and wellness. “We hope to reframe a lot of emotion at nature’s beauty; [a] sweeping
Global Wellness Institute, indicating the the microdosing supplements out there as landscape of wonder and hope,” with
intertwining of these two spheres. Alexia wellness supplements,” Supermush’s Co- its blend of blonde woods, bergamot,
Inge, Co-Founder and Co-CEO of the Founder Alli Schaper explains. “A lot of violet petals, mimosa, frankincense, and
forward-thinking e-commerce site Cult people think that psychedelics are going to orris root. The Solitude eau de parfum,
Beauty, echoes the view that consumers become legalized for consumer use. That’s meanwhile, reframes alone time by
are seeking beauty that benefits them on not the path. It’s only macrodoses at service embracing it, celebrating “all that we gain
a psychological level and expects to see a centers. So we’re starting this microdosing from some time spent alone. Solitary
shift toward “emotional beauty,” or “emo collective to raise awareness and education and yet at ease in the wilderness, like a
beauty.” “Efficacious brands that market specifically around microdosing.” well-cared for woodland cabin. Strong,
themselves by mood will be the hot tickets,” sturdy, comforting.” It combines notes
Inge says. “Whether through an anti-anxiety Fragrance: A Mood-Boosting Favorite of black pepper, dry woods, tarragon,
CBD-infused body oil, defragging reiki-ed face As another path to euphoria, fragrance pale vanilla, ambrette seed, tonka bean,
mist, energy-boosting transdermal vitamin has always been a long-time, trusted and orris root. And for a taste of nature’s
patch, or spirit enhancing aromatherapeutic friend. While the term “aromatherapy” therapeutic, rejuvenating effects in
mask, consumers are looking to infuse may seem esoteric and antiquated for olfactory form, a calming forest bath is
emotional support into the products they some, the sense of feeling better and evoked in Heretic Parfum’s Dirty Hinoki
buy.” enhancing brain function thanks to scent plant-based eau de parfum. The brand
One potential source of that emotional is more relevant today than ever. Studies says that its blend of grounding Hinoki
support is psychedelics, which are show that scent has true benefits for woods and crushed herbs create “an
creating buzz in mental health for their mood and memory. According to data earthy and ethereal plant-based scent
potential in treating various psychological from Mood Media, a U.S. in-store media that’s a Japanese ‘forest bath’ in a bottle.”
conditions. There’s also scope for them solutions company, 75% of all emotions What’s Next for Cognitive Wellness?
to make their way into beauty and generated every day are due to smell, At BEAUTYSTREAMS, we look at societal
wellness, to create feelings of well-being and our mood is improved by 40% when movements and translate these into

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