The global wellness economy is booming. Despite ongoing concerns about recession, wellness continues to rise as a non-negotiable for consumers. In 2023, the industry reached an impressive $6.3 trillion, and it’s forecast to hit $9 trillion by 2028. This tells us one thing clearly: people are not cutting back on self-care, wellness, or products that help them feel grounded, safe, and inspired, and fragrance is no exception.
For makers of candles, skincare products, and home fragrance lines, these trends present new opportunities. Consumers are signaling their needs and values loudly, and aligning your product development with these priorities can set your brand apart. At Bulk Apothecary, we’re more than a supplier; we’re invested in your business success.
The Three Big Priorities Shaping the Market
Healthly Living
Consumers are more health-driven than ever, seeking products that go beyond beauty or ambiance to support wellness. From natural skincare to candles that create restorative environments, your customers are looking for ingredients and scents that align with vitality and balance.
Financial Stability
With economic uncertainty on the rise, consumers are budget-aware yet willing to spend more when a product delivers lasting value. Creating products with quality ingredients and dupes of expensive desired fragrances is key to success.
Mental Wellbeing
Stress levels are at an all-time high. Products that promote calmness, joy, and emotional balance, especially through the power of scent, are gaining traction. Candles and skincare play a unique role in this context, as they create daily rituals of comfort, grounding, and self-care.
Meet the New Consumer Archetypes and What Fragrance they Crave
Every buyer is motivated differently. To connect with them, it helps to understand the mindsets driving their choices. Below, we’ve adapted the leading consumer profiles into terms relevant for makers and what fragrance they are after:
Eco Advocates
Priorities: Eco-friendly, product-cautious, wellness-focused
Purchase Drivers:
Safe, non-toxic formulations
Sustainable packaging & low environmental impact
Long-term health benefits for people and planet
Fragrance Inspiration:
Wild Mint & Eucalyptus fragrance oil (our version of NEST) Cooling mint leaves blended with crisp eucalyptus and sage for a fresh, herbal aroma.
Driftwood & Chamomile fragrance oil (our version of NEST) Gentle chamomile wrapped in warm woods, a soft, relaxing scent.
Bamboo fragrance oil (our version of NEST) Crisp bamboo, white lotus, and green florals. A refreshing, spa-like escape.
The Practical Nurturers
Priorities: Performance, reassurance, home-centered living
Purchase Drivers:
Products that reinforce cleanliness and calm
Reliable, visible results
Affordable luxury that fits daily routines
Fragrance Inspiration:
- Mahogany Teakwood fragrance oil (our version of Bath & Body Works) Rich mahogany and oak, blended with lavender and clean musk. Bold, masculine, and refined.
- Midnight Blue Citrus fragrance oil (our version of Bath & Body Works) Sparkling citrus mixed with rich tropical fruits and soothing musk. Bright yet calming.
- Frasier Fir fragrance oil (our version of Thymes) Fresh-cut fir needles blended with cedarwood and sandalwood. A true evergreen forest scent.
The Curious Innovators
Priorities: Novelty, trend-driven design, future-forward wellness
Purchase Drivers:
Functional fragrances (calming, energizing, mood-boosting)
Unique ingredients and bold experiences
A blend of science and creativity
Fragrance Inspiration:
Bibliothèque fragrance oil (our version of Byredo) A rich, velvety fragrance of plum and patchouli, softened by suede and amber. Imagine stepping into a well-loved library with leather-bound books and polished wood.
REPLICA By The Fireplace fragrance oil (our version of Maison Margiela) Roasted chestnuts, smoky clove, and warm vanilla woods. Evocative of sitting fireside on a snowy evening.
Figuier fragrance oil (our version of Diptyque) resh fig leaves with creamy undertones, balancing green brightness with soft sweetness.
The Connection Seekers
Priorities: Joy, inclusivity, shared experiences
Purchase Drivers:
Products that spark confidence and optimism
Fragrances that serve as social connectors
Emotional balance and uplifting rituals
Fragrance Inspiration:
Santal Vanille fragrance oil (our version of Voluspa) Soft sandalwood and vanilla bean, wrapped in creamy musk. A modern, cozy gourmand.
Goji Tarocco Orange fragrance oil (our version of Voluspa) Ripe mango, juicy goji berry, and blood orange zest for a vibrant, sun-soaked fruit blend.
Apple Cider Social fragrance oil (our version of Capri Blue) Spiced apples, vanilla sugar, and warm cinnamon. Cozy, inviting, and quintessentially fall.
Why This Matters for Makers
Whether your business is small-batch skincare or large-scale candle production, these insights show the path forward. Consumers want products with purpose: blends that speak to their values, elevate their routines, and ease their stresses. The good news? Bulk Apothecary offers the premium oils, natural bases, and packaging solutions to help you create with confidence.
Your next fragrance line can be more than a scent, it can be an answer to what your customer needs most right now.
What you need to do
Explore our new fragrance oils inspired by iconic brands, reimagined for makers.
Align your product storytelling with one of these archetypes to build stronger customer loyalty.
At Bulk Apothecary, we’re here not just to supply, but to help you grow.
