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The New Scent Trend Giving Serious Déjà Vu

January 14 | 4 minute read

Words by Kaylah Joelle Baker

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Scents are deeply personal. Distinct from cyclical fashion and beauty trends, they’re connected to our emotions, curated to stand out and often difficult to abandon.

Not tied to one single note, but rather, a myriad of past experiences, it’s no wonder that nostalgia is the biggest fragrance trend of summer. A feed scroll will tell you it comes down to science; the undeniable force of scent on feelings, memories and moods, coupled with the current embracing of bygone aesthetics.

So, with that in mind, read on to discover the new scents reigniting forgotten moments.

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A Grand Slam Match

Blue skies, freshly trimmed grass and the swoosh of a fluorescent yellow ball against a racket... While this may sound like a lead-in to discussing the Australian Open, it’s actually the olfactory ethos behind D.S. & DURGA’s limited-edition Crush Balls EDP. (And, funnily enough, some of its notes.)

As a left field-yet-wildly popular Brooklyn fragrance brand, founders David (‘D.S.’) and Kavi (‘Durga’) Moltz excel at transforming the esoteric into immersive, shared experiences, and this scent of sporting heroes, squeaking sneakers and served aces is no different.

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The Euro Summer You’ll Never Forget

There’s no memory more romanticised than that of a summer spent adventuring in Europe. While iconic fragrance house DIPTYQUE can’t get you on the flight, its Ilio Hair Mist is destined to summon those sun, sea and spaghetti alle vongole-filled days you dream of when a tight work deadline flurries in.

A tribute to a Mediterranean summer, its fresh, fruity-floral scent is light and delicate, but noticeable enough to attract compliments. Enriched with protective camellia oil, this intensely nourishing ingredient comfortably slots the mist into mane treatment territory.

Catch yourself spritzing this post-shower, deskside (while reminiscing on that trip of a lifetime) and on days when your hair needs freshening up.

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Life’s a Honey Joy

Buttery, deliciously sweet and glazed to perfection, there was no staple party treat quite like a honey joy growing up – so when we heard Gisou’s latest addition in their already luxurious lineup evoked that same childhood memory, we had to know more.

Direct from founder Negin Mirsalehi’s family beehives in the Netherlands, the Honey Glaze Collagen Lip Mask – packaged in the brand’s iconic honey pot jar – brings its ultra-hydrating (for up to 10 hours), visibly repairing, and barrier-strengthening (for up to 8 hours) bee-powered benefits to your lips.

Best part: its impact lasts long after it’s touched your lips.

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Sweet Millenia

Butterfly clips, sweet vanilla and musk sprays, energetic pop beats – there are some things so ingrained in the nineties that their mere sight, sound or smell can transport us back in time.

And Sol de Janeiro’s latest drop, inspired by the eclectic energy of 1991 pop remixes, does exactly that. Infused with a more elevated, floral note (think pink rose, passionfruit and caramel-honey), the Cheirosa 91 Perfume Mist earns its place beside the more mature perfumes on your shelf. Meanwhile, the Rosa Charmosa Dewy Body Cream delivers the same smoothing-and-tightening hydration its viral siblings (case in point: the Brazilian Bum Bum Cream) are known for.

Oh! And remember the iconic watermelon Lip Smackers tube? If not, the exclusive Frank Body x MECCA Melon Mint Lip Balm will help jog your memory. Blending juicy watermelon (and a burst of fresh mint) with a hydrating balm formula, the only thing it'll have you not recalling is chapped lips.

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After-School Treats

"A soft toasted marshmallow with vanilla ice cream", "A warm, cosy hug", "A strawberry Nesquik after school". These are just some of the comments from Fragrantica reviewers on DedCool‘s Mochi Milk.

Sweet and powdery, with notes of peach, marshmallow and rice milk, this latest flashback-inducing perfume from DedCool is effortlessly understated. And with a you-but-better finish, it successfully toes the line between gourmand and fresh, without being too much of either.

And as far as nostalgic scents tend to go, I can’t help but think that’s the trend’s key: subtle hints and nods that tap into the senses without ever overwhelming them.