In today’s evolving beauty retail landscape, brands are leveraging neuroaesthetics—a field exploring how the brain perceives beauty—to capture attention, deliver meaningful experiences, and build lasting loyalty.

In recent years, beauty and skincare packaging has undergone a notable transformation, with niche brands drawing inspiration from the world of high-end fragrances.

With fragrances becoming more experiential, the perfumer’s palette is expanding to embrace unorthodox scents from garden vegetables to culinary compositions.