Could Unscented Be the Next Wellness Trend?

We live in a world of constant stimulation. From the moment we wake up, our senses are processing information, whether it's notifications, screens, traffic, conversations, background noise and an increasingly crowded sensory landscape.

And then there’s fragrance.

Our mornings might begin with scented shampoo, conditioner, and deodorant, followed by perfume or body mist. At home, there’s fragranced laundry detergent and fabric conditioner, candles, diffusers and room sprays. Even our cleaning products are designed to leave behind a particular scent.

There’s nothing wrong with enjoying fragrance, in fact, scent can be an important part of our wellbeing, from the comforting smell of lavender to the invigorating freshness of peppermint. But could there also be something to be said for occasionally taking scent away?

Is ‘scent fatigue’ the next wellness trend?

The beauty industry is already showing signs of growing interest in fragrance-free and unscented products.

A Vogue Business/Spate analysis found that searches for “fragrance-free” were increasing by 3,700 average monthly searches, while searches for “unscented” were up by 9,000 month-on-month. A 2025 Revieve report also found that 56% of Gen Z consumers prioritise fragrance-free skincare, while 72% are seeking multi-use products.

Perhaps this reflects a wider shift in the way we think about wellness.

For years, wellness has often been about adding something: another supplement, another treatment, another ritual, another product. But could the next phase of wellness be about taking things away?

Less noise. Less clutter. Fewer products. And, sometimes, less scent.

The case for going unscented

Choosing an unscented product doesn’t have to mean giving up fragrance altogether. It can simply mean being more intentional about where we choose to use it.

Think of your bathroom shelf. If your shampoo, conditioner, body wash, moisturiser, deodorant and perfume all have their own scent, you’re layering multiple fragrances before you’ve even left the house.

Choosing an unscented product for one part of your routine can provide a little breathing space – allowing the products you do want to smell to stand out.

One soap, 18 uses

This is where Dr. Bronner’s Baby-Mild Magic Soap comes in.

When looking for the best unscented soap, versatility can be just as important as what's left out. Dr. Bronner’s Baby-Mild Magic Soap is made with organic oils and contains no added fragrance, making it a simple choice for those looking for an unscented soap for sensitive skin, babies and the whole family.  And it isn’t limited to the bathroom.

With 18 uses spanning personal care and the home, one bottle can take the place of multiple products – from washing the body and hair to cleaning around the home.

That multi-use approach means going unscented doesn’t have to mean adding another specialist product to the bathroom cabinet. It can actually be about simplifying it.

A little less sensory clutter

There’s a growing conversation around how much stimulation we experience every day and the impact of cumulative stress on our bodies and minds. While fragrance itself isn't something we need to avoid, being more conscious of our sensory environment can be one small way to create moments of calm.

Think of it as a sensory reset rather than a scent ban.

You might still love a peppermint shower, a beautifully scented soap or your favourite perfume. But perhaps there are moments when you don't want another scent competing for your attention.

Sometimes, the most luxurious thing can be nothing at all.

And when it comes to fragrance, choosing unscented doesn’t mean choosing against scent. It means choosing when you want it, and when you don’t.