In the past year, consumers across the globe have developed a profound focus on simplicity, pursuing more carefully considered and streamlined lives, and the consequences are now reflected in their purchasing decisions. Firmenich conducted research to explore the importance of fragrance as a catalyst for comfort and pleasure, and consumers’ boosted awareness of a holistic approach to nature and well-being. With these findings, we explore how conscious perfumery can delight and build trust to deliver sensorial experiences in clean fragrance design.