The brand sees gourmand scents as an intimate bridge between memory and emotion, with localised ones being a way to create deeper emotional connections with consumers.
In celebration of Singapore’s 60th birthday, Scent Journer recently released a limited-edition “kaya toast candle”, which has a scent profile reminiscent of the popular local dish — toasted bread, velvety kaya, cold thick butter, fresh pandan leaf, and a hint of brown sugar.
“Scents like this evoke a uniquely local comfort and nostalgia, while also sparking joy and curiosity. Gourmand fragrances have always had their place, and for highly photorealistic interpretations, we find them particularly popular in the air care category.
“In fine fragrance, we’ve seen gourmand notes emerge as a leading trend, especially following last year’s wave of vanilla, pistachio, and dessert-inspired profiles, which have been exceptionally well-received among younger consumers,” Joyce Lian, co-founder and creative director of Scent Journer, told CosmeticsDesign-Asia.
However, she pointed out that the brand’s core customers tend to be working professionals who seek something “more refined”, such as scents that are nuanced, airy, and wearable.
“Rather than overtly sweet confections, we prefer to craft elevated interpretations with layered textures and a sophisticated finish. In humid climates like ours, achieving that balance is key.
“We do believe gourmand fragrances will continue to grow in popularity, particularly when they are thoughtfully formulated, culturally relevant, and tell a compelling sensory story.”
Hence, for its special drop, the brand intentionally designed it as more than just a novelty.
“Many of our customers tend to skip breakfast in the rush of daily life. This candle is our way as a gentle reminder to savour the morning and find small moments of joy before the day begins. It’s an olfactive expression of mindfulness, wrapped in the familiarity of a local favourite.”
With localisation being a key theme across industries, including fragrances in recent years, Lian thinks that ultimately it is about honouring familiar scents while reimagining them in a way that is wearable, polished, and emotionally resonant across diverse South East Asian (SEA) markets.
“One local ingredient we’ve explored is pandan. Often called the vanilla of SEA, pandan has a soft, creamy-green aroma that feels both nostalgic and comforting. We featured it in our Clouds in Heaven, which is inspired by the lightness of pandan chiffon cake — a scent that resonates not only with Singaporean customers, but also those living abroad and visitors.
“Another note with strong potential is rice. The scent of steamed jasmine rice or glutinous rice has a delicate warmth that feels grounding and meditative. When paired with floral or tea notes, rice can create a gentle, cocooning profile that feels elegant yet relatable.”
Shifting consumer preferences
In the past year, Scent Journer has noticed “a few clear shifts” in consumer preferences.
“For instance, the TikTok trend has always been about ‘beast-mode’ fragrance, but that can be overwhelming for SEA’s hot and humid climate. So, we do see more consumers seeking softer, skin-like scents that feel intimate and comforting rather than overpowering.
“In terms of packaging, consumers are drawn to minimalism with meaning, often with sustainability in mind.”
The brand is also seeing greater interest in travel-friendly formats, which is why it offers a 10ml option, a size that Lian said was “substantial yet portable”.
“Ultimately, people are looking for thoughtful, well-crafted items that align with their lifestyle and values.”
Rebranding in progress
Following its expansion into China last year, Scent Journer is currently undergoing some strategic changes to better localise for the Chinese market.
This includes adapting its brand storytelling, refining communication style, and exploring scent profiles that resonate with local consumers while staying true to the brand ethos.
“Our expansion into China has been a meaningful step. We’ve seen a growing appetite for niche fragrances, especially those that tell a story and offer a more creative olfactory profile. Chinese consumers are increasingly discerning, and we find that our emphasis on quality ingredients and sensorial storytelling aligns well with their evolving preferences.
“We’re also working more closely with partners to deepen our understanding and expand our reach in a thoughtful, authentic way. While we continue to grow in China, we are also keeping an open mind towards other SEA markets, always prioritising long-term brand integrity over rapid expansion.”
In addition, Lian shared that Scent Journer will be unveiling its refreshed branding through immersive pop-up experiences at Singapore’s biannual independent shopping event Boutiques and local festive fair The Christmas Atelier in November.
“These events will allow customers to step into the reimagined world of Scent Journer, where scent and storytelling come together in a space designed to awaken the senses.
“Beyond that, we’re constantly in a state of innovation. New product development is a core part of our journey, and we are looking forward to introducing more mindfully formulated additions to our collection.”
