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Home Fragrance & Wellness Supplement 2026

Millefiori Milano is back

See the stunning collection at The London Home Fragrance Show Business Design Centre, Islington Stand 28

www.millefiorimilano.com For

30 Shop Talk

Independent gift retailers tell us about the role home fragrance and wellness play within their gift o ering, from strongest categories and top-selling lines to new arrivals

33 Trade Talk

As demand for home fragrance and wellness gifts continues to rise, leading suppliers share insights into their standout ranges, sustainability initiatives, and in-store support strategies for maximising sales

Columnists

14 Sara Allbright

Co-founder and director of Retail100 Consulting

15 Bryony Taylor-Edwards

Founder of Think BIG Leadership

26 Gemma Sault

Managing director of The Giftware Association

Cover Story

18 Milleﬁori Milano

The brand is back and ready to redeﬁne home fragrance in the UK and Ireland with elevated Italian design, contemporary innovation, and a reimagined collection for modern living

Fair Focus

16 The London Home Fragrance Show Preview

Advertisement Manager

Marian McNamara Marian@lemapublishing.co.uk

Editor Clare Turner Clare@lemapublishing.co.uk

Layout/Design

Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Lema

Retailer Focus

27 Steph Douglas

The founder and CEO of online retailer Don’t Buy Her Flowers explains why wellness gifting is evolving, as consumers prioritise self-care and connection

28 Buyer and visual merchandiser Mairita Osipova of Wallace’s Homevalue & Garden Centre, in the Irish village of Wellingtonbridge, discusses how home fragrance and ritual-led products are driving growth in the wellness category

Supplier Focus

9 Cereria Mollá 1899

Candlelight

Lesser & Pavey

Enesco

24 Home Fragrance Fillers/ Parks Candles London

26 Ashleigh & Burwood

WMessage from the Editor

www.giftstoday.media

LinkedIn: @giftstoday

Twitter: @giftstodaymag

Instagram: @giftstodaymedia

elcome to Gift Today’s annual Home Fragrance & Wellness Supplement. This year’s edition is especially significant, as we proudly celebrate the 10th anniversary of producing this publication - a milestone that reflects both the strength of the sector and our firm belief that this supplement remains an essential resource for anyone navigating this vibrant and fast-evolving category.

And the timing could not be better. On July 9 and July 10, The London Home Fragrance Show will make its eagerly anticipated debut at the Business Design Centre in Islington.

As the UK’s first exhibition dedicated entirely to the home fragrance sector, the event will unite the full supply chain on a purpose-built platform. From brands and retailers to distributors and suppliers, it promises to become the industry’s definitive annual meeting point.

We cannot wait to attend - especially as an official media partner. Joining us as a fellow partner is The Giftware Association, and in this issue its managing directorand our regular columnist - Gemma Sault shares her thoughts on why the sector continues to thrive.

As Gemma notes: “Over the past few years, few gift sectors have demonstrated the resilience, creativity and growth potential of home fragrance and wellbeing. Both categories sit at the heart of how consumers want to feel in their homes: calm, comforted, energised and connected.”

And that is precisely why The Giftware Association was so keen to support The London Home Fragrance Show. Gemma says consumer expectations around home fragrance and wellbeing have shifted dramatically in recent years. Today’s shoppers are more informed, more intentional, and more invested in the products they bring into their homes.

According to show organiser Honegger Group, the UK home fragrance market is

now valued at more than £1 billion - and, as Gemma points out, the intersection between fragrance and wellness represents one of the sector’s most exciting commercial opportunities.

In this supplement, we take a deeper dive into the category, with contributions from an impressive line-up of suppliers, buyers, and industry experts, all offering valuable perspectives on what’s hot - and what’s next.

Among them is our regular columnist Sara Allbright, former John Lewis home fragrance buyer and now director and co-founder of Retail100 Consulting. She highlights new research suggesting that home fragrance is no longer viewed simply as a luxury purchase - it is increasingly becoming a wellbeing essential.

On the retail front, we speak to a diverse range of businesses from across the UK and Ireland - including garden centres, department stores, gift chains and singlestores - to discover the role that home fragrance and wellness now play within their gifting offer. From strongest-performing categories and bestselling lines to exciting new launches, their experiences and observations paint a fascinating picture of a market in expansion mode.

Leading suppliers also share their views on standout collections, sustainability initiatives, and the in-store support strategies helping retailers maximise sales opportunities.

Finally, we shine the spotlight on our Cover Star, Millefiori Milano - one of Italy’s most design-led home fragrance brands - which is returning to the UK and Ireland with a refreshed identity and a clear ambition to elevate the home and lifestyle fragrance category.

Under the leadership of newly appointed managing director Sarah Allard-Morgan, the brand is now available directly through Millefiori Milano, supported by an expanding network of agents across the UK and Ireland.

July also marks an important milestone for the company, as it prepares to showcase the full Milano Collection at The London Home Fragrance Show. It will be the first time the complete range has been presented in the UK, giving retailers a true sense of the brand’s depth, design credentials, and commercial potential.

Whether you’re already a stockist of home fragrance and wellness products, or are considering expanding into this gift space, we hope you find this supplement both informative and inspiring. And if you’re planning to attend The London Home Fragrance Show, please do stop by our stand and say hello - we look forward to seeing you there!

Clare Turner, Editor clare@lemapublishing.co.uk

Max Benjamin appoints Richard Wood

The family-owned home fragrance and bath & body brand Max Benjamin has recruited Richard Wood as UK & Europe sales director.

Richard brings a wealth of experience, having held senior roles over the past 20 years at companies including Wax Lyrical, Bolsius, and, most recently, The Fragrance House Group.

Max Benjamin managing director David Van den Bergh said: “We’re thrilled to add someone of Richard’s calibre to the team as we continue to develop Max Benjamin across the UK and Europe. His commercial

Rebecca Murphy joins F.Y.G

Home fragrance and wellbeing brand F.Y.G (Find Your Glow) has appointed Rebecca Murphy as UK and international account manager, supporting the brand’s next phase of wholesale growth across domestic and overseas markets.

She joins the business with extensive experience in retail account management, business development and international distribution, having worked with major UK retailers, garden centre groups and export partners. Her appointment reﬂects F.Y.G’s ambitions to expand across independent retail, national accounts and wider strategic partnerships.

Rebecca said: “I’m absolutely thrilled to be representing F.Y.G and excited to be part of the growth of such an amazing brand. I’m looking forward to what’s to come.”

F.Y.G founder Demi Pendakis added: “Rebecca’s commercial instincts and international experience make her a hugely valuable addition to the team. We are an ambitious brand, and Rebecca will play an important role in building the right relationships and opening the right doors.”

nous and deep knowledge of the market will help us develop our unique collections and support our retail partners. Exciting times ahead!”

Richard said: “I’ve long been an admirer of the brand and, in particular, its attention to detail and commitment to supporting retailers. It’s a great time to join the team and further develop the brand’s strategy, product o ering and reach.”

Me To You joins Aromatize

Available to pre-order now for early July delivery, Aromatize is set to distribute a selection of candles featuring the instantly recognisable ‘Me To You’ branding. The range comprises six jar candles and ﬁve tin candles.

The iconic ‘Tatty Teddy’ was created in the 1990s and has remained a staple of the card and gift industry ever since. The brand continues to resonate with fans worldwide thanks to its sentimental appeal and broad cross-generational recognition

Aromatize marketing and customer care manager Sophie Aldred said: “We aim to provide our customers with a balance of exclusive, house-branded products and well-known licensed ranges. Me To You will appeal to a large number of our clients due to its heartfelt messages and distinct imagery.”

The Lancashire-based company supplies home fragrance and wellness products, including candles, di users, accessories, and body care. It also distributes Aroma Accessories, Woodbridge, French Connection, Michel Design Works, Hello Kitty, Mr. Men, and Care Bears.

Cumbrian brands unite for co-branded candle

Cumbria-based home fragrance manufacturer The Victorian Candle Co. has unveiled details of a successful co-branding collaboration with confectionery business Kendal Mint Co.

The Victorian Candle Co. produced 2,000 bespoke candles inspired by the distinctive scent of Kendal Mint Cake, created exclusively for Kendal Mint Co.’s limitededition Advent calendars.

The project transformed the heritage confectionery into a high-quality home fragrance, requiring tailored fragrance development and careful production planning to balance recognisable scent with candle performance at scale.

Ru Blackett, co-founder of The Victorian Candle Co., said the collaboration was “a brilliant example of how co-branding can create something genuinely distinctive. Kendal Mint Cake is such an iconic product, and reimagining it as a candle pushed us creatively and operationally. We’re incredibly proud of the result and

of being trusted with such a recognisable scent.”

Jack Barker of Kendal Mint Co. added: “The candles captured the essence of Kendal Mint Cake perfectly and proved a popular addition to the festive range.”

In the spotlight

The Gift of the Year Awards 2026, organised by The Giftware Association, lit up the Royal Lancaster London on May 14, celebrating standout innovation across the gifting industry.

From scent-led innovation to wellbeing-driven design, this year’s winners showcased creativity with real commercial edge.

The Home Fragrance crown went to the Carnival Candle Collection by Zesty Lemons London. In Health & Wellbeing and Accessible Gifts, Sunshine Lane took top honours with its Anxiety Toolkits, while Neon Magpie’s Tiny Town Soaps charmed the judges in the Beauty, Bath & Spa category. The Made in the UK &

Judges’ Choice accolade was awarded to Car Di users by Rosy Roo. Finalists in the Home Fragrance category were Back to Basics Candles by F.Y.G, Car Di users by Rosy Roo, Classic Cocktail Collection by The Tipsy Candle Co., and Paddywax Bistro and Paddywax Chérie by Designworks Collective.

In Health & Wellbeing and Accessible Gifts, ﬁnalists ranged from A rmations Candles by Stoneglow, Aromatherapy Essential Oil Di user Bracelets with semi-precious stones by Kodes, Highland Cow Beddy Buddy by The Wheat Bag Company, How are you REALLY? Check-in Cards by Flow Consulting, and Wellbeing Story Kits by ESSTAKids.

Where science meets scent

Cereria Mollá 1899

Cereria Mollá 1899 introduces Wellbeing, a new premium home fragrance collection inspired by the recognised emotional connection between scent, emotion, and atmosphere.

Rooted in the neuroscientific research into fragrance perception, the range reflects a more intentional approach to home fragrance - moving beyond traditional scent categories to focus on how scent can influence the feeling of a space.

Crafted in Spain using the brand’s signature artisanal expertise, Wellbeing is designed around six distinct “Wellbeing Worlds”: Energise, Relax & Sleep, Happiness, Uplifting, Calm & Serenity, and De-Stress.

Each has been created to evoke a different mood within the home, offering consumers a more intuitive and emotionally relevant way to choose fragrance.

The collection spans luxury formats including scented candles, reed di users, fragrance oils, and pillow mists, allowing fragrance to become part of a layered daily ritual and modern sensory lifestyle.

Combining over 125 years of craftsmanship with a contemporary perspective, Wellbeing reﬂects the growing consumer desire for products that deliver not only beauty and scent, but also emotional connection, atmosphere, and a deeper sense of everyday comfort within the home.

Sunshine Lane

Zesty Lemons London

New Products Elements of Fragrance

Elements of Fragrance is bringing the officially licensed Harry Potter Home Fragrance Collection to the UK and Ireland, combining immersive scents with beautifully designed gifting pieces inspired by the Wizarding World.

The collection includes candles, reed diffusers and festive advent calendars themed around the four Hogwarts houses, with each scent created to reflect the personality and spirit of Gryffindor, Slytherin, Ravenclaw and Hufflepuff.

Premium details including gold foiling, collectible ceramic vessels, and Hogwarts-inspired packaging add strong shelf appeal across gifting and home fragrance categories.

Blending collectability, fragrance, and fandom, the range is expected to generate strong interest across gift, lifestyle and specialist retail channels.

Rosie Arnfield, creative director at Elements of Fragrance, said: “I might be the biggest Harry Potter fan in the world… so this one feels extra special.

Call: 01457 600800

These smell incredible. I didn’t think it would be possible to capture the essence of a Hogwarts house in a fragrance, but somehow we’ve done it. The designs are magical too. These are the kind of pieces that feel like a real treat for a Harry Potter fan to receive - or keep.”

Email: info@elementsoffragrance.co.uk | Visit: www.elementsoffragrance.co.uk

Figured’Art

Crafting is increasingly recognised as a powerful tool for wellness, offering a mindful, screen-free escape from daily pressures.

Figured’Art’s creative kits encourage calm focus and emotional reset, through immersive, handson making.

The DIY Book Nook Kit - The Darkness Herbarium invites crafters into a miniature world of botanical mystery, where assembling intricate details becomes a meditative ritual that reduces stress and enhances concentration.

Similarly, the Paint by Numbers Framed Canvas - Cliff and Waves transforms painting into a soothing flow activity, helping users slow down, breathe, and reconnect with creativity.

Both experiences promote “flow state” wellbeing, where attention is gently absorbed in purposeful creation. Ideal for adults seeking balance in busy lives, these kits support mental clarity, relaxation, and a sense of achievement.

As mindful hobbies continue to grow across the UK, Figured’Art positions crafting as more than a pastime; it’s a simple, accessible pathway to everyday wellbeing and creative fulfilment.

Call: 07852 590115

Email: helen.cottrill@figuredart.com

Visit: b2b.figuredart.co.uk

Herdy

Bringing the Lake District into the home, Herdy’s Home Fragrance Collection combines the brand’s signature design with a fragrance inspired by the natural landscape. The result is a range that resonates with customers seeking meaningful, design-led gifting.

Rooted in the landscapes of the Lake District, the collection centres around the signature ‘Ewe’ fragrance: a unique blend of juniper, cedarwood, oak moss and a subtle hint of sea salt. It’s a scent designed to bring the outdoors in, encouraging moments of calm in busy daily routines.

The range includes a hand-poured soy candle, diffuser, and wax melt burner, all housed in reusable ceramic vessels that reflect Herdy’s recognisable, playful charm, while maintaining a contemporary edge.

With consumers increasingly drawn to products that nurture mind, body and soul, Herdy’s collection offers retailers an opportunity to tap into the wellness space through authentic design and sustainability, delivering products that feel both meaningful and giftable.

Call: 01539 739202

Email: sales@herdy.co.uk

Visit: www.herdy.com

Meg Hawkins

As the beauty, bath, and body sector moves toward everyday luxury, people are seeking products that feel special yet remain affordable and accessible, and, of course, thoughtful gifting pieces that sit beautifully in the home, not just as part of a routine.

That’s exactly where the latest Meg Hawkins Indulgence Bath and Body range comes in. Redeveloped and expanded, the Indulgence range has been reimagined with a fresh perspective, including pocket-sized hand creams, hand and body lotions, hand wash, and soaps - all designed to be both practical and beautiful. At the heart of the range are Meg’s watercolours, paired with contemporary design touches to ensure each piece feels right at home. This range isn’t just about function; it’s about creating a luxury gifting experience that looks, feels, and smells indulgent, which is why the contemporary vessels fit comfortably in any home.

Call: 01746 787 783

Email: hello@meghawkins.com

Visit: www.meghawkinsltd.com

Studio Pens

Marius Fabre’s newest addition to the Bien Etre range, Orange Blossom, offers retailers a product that feels both timeless and relevant. As shoppers move away from heavily processed beauty products, the collection delivers a cleaner, more authentic approach to everyday self-care.

Its appeal lies in the balance between heritage and simplicity. Produced by one of Marseille’s most respected soap makers, the range reflects more than a century of traditional French craftsmanship while fitting naturally into modern retail spaces. The orange blossom fragrance is soft, fresh, and universally appealing, making it ideal for customers seeking understated luxury rather than trend-led products.

For retailers, the collection works particularly well because it spans multiple categories - including bath and body, gifting, home fragrance, wellness, and lifestyle retail - creating year-round merchandising opportunities.

The elegant presentation and recognisable Provençal identity also help create a strong in-store visual story. Customers increasingly value products with authenticity, quality ingredients, and a genuine sense of place, and Marius Fabre delivers all three.

Email: info@studiopens.com | Visit: www.studiopens.com

Sunshine Lane

A winner in The Giftware Association’s Gift of the Year Awards 2026, Sunshine Lane describes its Anxiety Toolkit as representing a new standard in functional wellness. What sets this product apart is its clinical foundation.

Designed by the mother-daughter duo of Allison, a practicing mental health nurse, and Emma, a former social worker, the toolkits merge professional expertise with portable design. They offer evidence-based strategies for immediate calm and long-term resilience, making mental health support accessible beyond the therapy room.

The company says the response from the retail sector has been exceptional. Many stockists reported immediate sell-through success, returning for major restocks within weeks of their initial trial. Beyond the shop floor, the toolkits have earned the seal of approval from mental health practitioners who now use them as tangible resources for their own clients.

Sunshine Lane remains committed to its mission: providing tools that empower mental wellbeing for everyone, everywhere.

Call: 07985 310456

Email: emma@sunshinelane.co.uk

Visit: sunshinelane.co.uk

Wax Lyrical

Wax Lyrical has launched a new range of hanging car fresheners. The collection features 12 fragrances, all made in the UK.

Combining fragrance expertise with practical design, each freshener delivers a longlasting scent that enhances the driving experience. The range spans a variety of fragrance profiles, from fresh and clean notes to warm and comforting aromas plus vibrant fruity blends, offering a scent to suit every mood.

The launch reflects Wax Lyrical’s continued commitment to British manufacturing, quality, innovation, and consistency. Shaun Dubberley, managing director at Wax Lyrical, said: “This new range highlights our dedication to creating high-quality fragrance products that enhance everyday moments. We’re proud to design and manufacture these products in the UK.”

The hanging car fresheners are available through retail partners and online, giving consumers an easy way to enjoy premium fragrance on the go.

Call: 01229 461111

Email: sales@wax-lyrical.com

Visit: www.waxlyricaltrade.com

Candlelight ramps

Home fragrance, home accessories, and design-led giftware brand Candlelight shines the spotlight on its growth plans, with a new showroom and an expanded sales network

Candlelight is stepping up its growth strategy with two major moves: expanding its UK sales network and opening a brand-new showroom in central London. The brand has appointed six new sales agents, growing its team from two to eight and creating full nationwide UK coverage. This investment marks a decisive push to reach more retailers, build stronger partnerships, and drive new business across the UK.

Each of the new agents brings extensive experience within the independent retail sector, along with valuable, established relationships. Their in-depth market knowledge allows Candlelight to engage more effectively with stockists and identify fresh opportunities for growth in both established and untapped regions.

This expansion is about more than scale - it’s about service. With dedicated regional support, retailers can expect a more personal, responsive approach, alongside expert guidance on product ranges and merchandising. The strengthened team ensures Candlelight can stay close to its customers while continuing to grow its footprint.

“This is a pivotal moment for Candlelight”

Commenting on the expansion, Head of Brand Tommy Bartles said: “This is a pivotal moment for Candlelight. Bringing six new agents on board isn’t just about growing our numbers - it’s about strengthening our connection with independent retailers across the UK. We’ve carefully selected individuals who truly understand the market and share our passion for the brand. Their experience and relationships will be key as we continue to expand our reach.”

Joining the team are: Lene Hansen (Central England and the South), Kelly Wilbraham (Wales and the Channel Islands), Amina Nur (Yorkshire and the Humber), Jordan Shaw (Midlands), Lynn Fordham (East Anglia), and Rosie Trow (Devon and Cornwall). In addition, Joy Watkinson (North East) and Tony Doran (Scotland) continue to work with the team and are experienced Candlelight agents.

up UK reach

Alongside its growing sales force, Candlelight is also launching a new showroom at the Business Design Centre in London. Opening on June 1 in Unit 307, the space will showcase the brand’s Spring/Summer 2027 collection and act as a central hub for customers and industry professionals.

Located in one of the UK’s leading trade destinations, the showroom places Candlelight at the heart of key industry activity. The Business Design Centre hosts major events throughout the year, giving the brand a prime platform to present its latest collections to a wider audience.

Designed to reflect Candlelight’s evolving identity, the showroom offers a more immersive way to experience its ranges. Visitors will be able to explore the S/S27 collection in a dedicated setting that highlights the quality, design, and commercial appeal for which the brand is known.

“Opening our new showroom at the Business Design Centre is a huge step forward”

The showroom will operate on a strictly appointment-only basis, allowing for a more tailored and focused customer experience. Visitors will benefit from one-to-one time with the team, gaining deeper insight into the collections and how they can work within their retail space.

Candlelight will also open its doors during key trade events, including The London Home Fragrance Show, PG Live, and Exclusively Show, giving even more buyers the opportunity to experience the new space.

Head of Candlelight Sales Kate Winch said: “Opening our new showroom at the Business Design Centre is a huge step forward. It gives us a fantastic platform to showcase our collections in a more inspiring and engaging way. With the launch of S/S27, we’re excited to welcome both existing customers and new faces, and really bring the Candlelight brand to life.”

Together, the expanded sales team and new showroom signal a clear direction: growth, visibility, and stronger customer connections. By investing in both people and presence, Candlelight is positioning itself to capture greater market share and continue building momentum.

Retailers interested in connecting with their local agent or booking a showroom appointment can contact the Candlelight office on 01709 723000.

With these developments in place, Candlelight is set to make an even bigger impact as it moves into 2027 and beyond.

Amina Nur

Tony Doran

Lene Hansen

Rosie Trow

Lynn Fordham

Kelly Wilbraham

Joy Watkinson

Jordan Shaw

Scent redefined

New research suggests home fragrance isn’t just a luxury - it’s becoming a wellbeing essential. Retail100

Consulting director and co-founder

Sara Allbright shares her insights

Fragrance is often just seen as a nice smell. It’s been treated as a frivolous indulgence, a niceto-have, a decorative flourish in our homes. Something you spray on before a night out, or light while relaxing in the bath at home. Pleasant, yes, but hardly essential.

The latest wave of research is looking to change this, and what is emerging instead is a far more compelling truth: fragrance is one of the most powerful, accessible, and underestimated wellbeing tools we have. And it’s about time we started treating it that way and enabling more consumers to engage with this aspect of the product.

For a long time, the wellbeing benefits of scent were dismissed as subjective - too personal, too emotional, too unquantifiable. But neuroscience has caught up with what perfumers, aromatherapists, and most of us have known intuitively for centuries.

Recent studies using EEG (electroencephalography: a method for monitoring electrical activity in the brain), behavioural analysis, and emotional-response mapping show that fragrance doesn’t just influence mood, it measurably alters emotional balance, arousal, and stress markers.

For instance, citrus scents reduce tension, while jasmine and lavender can shift brainwave activity. Even simple home fragrance use correlates with higher wellbeing scores over time. This can no longer be dismissed as anecdotal - the data is pushing the fragrance

industry into a new era, where scent is engineered not just to smell good, but to do good.

The most forward-thinking fragrance houses and brands are already treating scent like a form of emotional technology. They’re building vast databases of fragrance–emotion correlations, running controlled studies, and designing formulas with specific psychological outcomes in mind.

Key themes and emotions emerging in the market include calm, focus, comfort, energy, and confidence. This is no longer just about marketing - these claims are backed by measurable effects. If skincare can be “active”, why shouldn’t fragrance be?

One of the most interesting findings from recent research is that long-term exposure to scents we find pleasant in the home improves overall wellbeing - not just in the moment, but cumulatively.

Candles, diffusers, and room spraysthe items we once bought for ambience - are quietly shaping our emotional wellbeing. In a world where stress is chronic and attention is fractured, this matters. It moves home fragrance from a simple addition to home décor into the realm of self-care: a small, daily intervention with an unexpected impact.

“Fragrance is one of the most powerful, accessible, and underestimated wellbeing tools we have”

There’s a parallel story running alongside the wellbeing boom, with growing scrutiny of synthetic fragrance

Sara Allbright is a director and co-founder of Retail100 Consulting, which is a consultancy firm with 100 years of combined retail experience, dedicated to helping retailers and brands grow.

Prior to Retail100 Consulting, Sara worked in buying roles at John Lewis for 18 years, predominantly for home and seasonal categories, including eight years leading gift and home fragrance buying.

She specialised in brand relationships and in growing small emerging brands into market leaders. Sara is also experienced in own-label sourcing across multiple categories and countries..

Email: hello@retail100consulting.co.uk

Visit: www.retail100consulting.co.uk

www.linkedin.com/company/retail100-consulting

ingredients. Concerns around the inclusion of substances such as phthalates (a group of synthetic chemicals) and their long-term exposure mean the research is increasingly difficult to ignore.

This doesn’t undermine the benefits of fragrance itself; rather, it raises the bar for what responsible formulation should look like. If fragrance is going to step into the wellbeing arena, transparency and safety must evolve with it.

Fragrance is no longer just about adding luxury or personal style to our homes. It’s becoming a tool for emotional regulation, cognitive support, and environmental comfort. It shapes the invisible atmosphere of our lives, with the olfactory system wired directly into the emotional centres of the brain. Scent bypasses logic and language. It reaches us where we feel, not where we think.

The conscious consumer has arrived...

As

ingredient awareness, wellness rituals, and sustainability expectations reshape the market, home fragrance has evolved from a simple purchase into a considered lifestyle choice, says Think BIG founder Bryony Taylor-Edwards

The home fragrance market has undergone a quiet revolution.

What was once (many moons ago) a category largely driven by convenience - a spray to neutralise cooking smells or a candle for ambience - has evolved into one of the most considered purchases in the gift market, with some stores playing host to dedicated home fragrance areas.

I believe the most significant change is ingredient awareness. Driven largely by Instagram, consumers are arriving in store already informed, asking about paraffin wax, synthetic fragrance oils, and phthalates in ways they simply weren’t five years ago. Soy, coconut, and rapeseed wax blends are no longer niche; at the premium end, they are increasingly the expectation.

For this reason, aromatherapy oils have moved confidently into the home fragrance space. Again, once considered a niche offering, they are now the new normal. Consumers are buying an intention as much as a scent: lavender for sleep, eucalyptus for clarity, and bergamot for mood. The language of essential oils and therapeutic benefits has entered the mainstream.

Perhaps most exciting is the use of scent throughout the home. Diffusers in bathrooms create a daily spa ritual, candles anchor the sitting room, and herb-led scents such as basil, tomato leaf or fig bring freshness into kitchen spaces. Home fragrance has grown up.

Wellness at its core

The brands leading this space understand fragrance as one pillar of a wider wellness proposition.

La-Eva is a perfect example. It’s a brand that genuinely understands the healing potential that scent holds, grounding its identity in therapeutic benefits rather than aesthetics alone.

C.Atherley has taken highend home and garden retail by storm, with its pelargoniumled range inspiring a wave of pelargonium-inspired products in its wake - from gift wrap to cards and beyond - turning a single hero scent into an entire scentinspired category in-store.

On sustainability, the conversation has moved past packaging. Recycled glass, refillable vessels, and plastic-free packaging are now the norm.

The next frontier is ingredient provenance: where botanicals are sourced, whether supply chains are transparent, and whether the sustainability story holds up to scrutiny. At a high price point, the consumer will check.

Consumer behaviour & gifting

The demographics of this category have broadened. While women aged 35 to 60 remain the core purchasers, younger millennials and Gen Z consumers - particularly those in smaller urban spaces - are a growing force. For someone in a flat, a beautifully scented home is an accessible and immediate act of self-care.

Gifting has seen the most dramatic repositioning. Home fragrance now sits alongside skincare and artisan food at the premium gift tier. The implicit message - ‘I want your home to feel good’ - carries real emotional weight in a world where, post-Covid, home has become so central to our wellbeing. Beautifully packaged sets, discovery collections, and refills have turned what was once a low-consideration purchase into a genuine luxury gift.

Opportunities ahead

The biggest opportunity is in the ritual economy: consumers buying routines, not just products. Brands that frame their offer around morning rituals, evening wind-down moments, or seasonal occasions will hook in repeat purchases and loyalty.

Subscription refills, seasonal editions, and curated ritual kits all point in this direction. Ffern, a natural fragrance maker based in Somerset, is a classic example of this model.

Education is also underutilised. The consumer who understands the difference between a synthetic fragrance and a genuine essential oil blend will spend more and return more often. Retailers who invest in staff knowledge and deliver elegant in-store storytelling will convert at a higher rate.

And finally…

My own evening ritual is simple - a diffuser running something grounding like vetiver or sandalwood, and a single natural wax candle while I decompress. I’m currently burning NEOM Wellbeing’s Complete Bliss. Lighting a candle signals to the brain that the working day is over in a way that willpower alone cannot. Scent is one of the fastest routes to the nervous system, and that’s what makes this category feel genuinely special. The product does something immersive to the person experiencing it. That’s a rare thing in retail.

Bryony Taylor-Edwards is the founder of Think BIG Leadership. A leadership coach, consultant, and strategist, she works with visionary founders and executives to realise their full potential, expand their leadership capacity, and drive creative, sustainable growth in their businesses.

Email: bryony@thinkbigleadership.com

Visit: www.thinkbighuddles.co.uk

The London Home Fragrance Show

A new chapter in

The countdown is officially on to The London Home Fragrance Show - the UK’s first trade show dedicated entirely to the booming home fragrance sector

The London Home Fragrance Show debuts this summer on July 9 and July 10 as the UK’s first event devoted entirely to the home fragrance sector, bringing together the full supply chain on a purpose-built platform.

From brands and retailers to distributors and suppliers, it is set to become the industry’s essential annual meeting point, driving what comes next.

Hosted at the Business Design Centre in the heart of London, the show connects makers and buyers at the intersection of innovation and opportunity.

With the UK home fragrance market valued at over £1 billion, it’s a key destination for discovering new products, building partnerships, and positioning businesses for global growth.

For anyone looking to stay ahead of trends, meet industry leaders, and elevate their offering, this is where it all comes together.

Join buyers from leading high street brands already registered to attend including John Lewis, Marks & Spencer, Robert Dyas, Harrods, Anthropologie, Boots, The Body Shop, and more.

Why visit?

• Perfect timing in July for planning ahead to Christmas sales

• The UK’s only dedicated B2B trade show for the home fragrance sector

• An international exhibitor line-up - discover products you won’t find at any other UK event

• Exhibitors taking part include British Wax Limited , Cerabella , French Soaps , Maison Parfum , Millefiori Milano , Stoneglow , Voluspa , Wildflower Botanicals , among others.

home fragrance

Seminars

In addition, the show offers a free seminar programme, including sessions on:

• How TikTok Shop is driving shopping trends and what you can do to capitalise

• The changing face of independent retail

• Sustainable materials and packaging: what’s next for the industry

• Candles decoded: materials, myths, compliance and what buyers need to know

Show background

The London Home Fragrance Show is built on the foundation of the Honegger Group, an international exhibition partner active since 1970. With a network

based in Milan and branches in Düsseldorf, Paris, London and Dubai, the Group brings a proven, commercially structured framework to the home fragrance sector, from market research and promotion to stand design and on-site delivery.

Rob Sherwood, Joint CEO of Honegger Ltd, commented: “Sourcing is becoming more selective, more intentional, and more commercially demanding.

“Retailers and buyers in the home fragrance sector are under more pressure than ever to find products that sell and stand out.

“The London Home Fragrance Show exists for exactly this shift, giving buyers the chance to meet makers, understand products, and source with confidence.”

What: The London Home Fragrance Show

Where: Business Design Centre, London

When: July 9-10

Call: 07980 767725

Email: carr@honeggergroup.com

Visit: londonhomefragranceshow.com

Millefiori Milano is back…

… and ready to redefine home fragrance in the UK and Ireland with elevated Italian design, contemporary innovation, and a reimagined collection for modern living

Millefiori Milano, one of Italy’s most design-led home fragrance companies, is returning to the UK and Ireland with a refreshed identity and a clear ambition to elevate the home and lifestyle fragrance category.

Under the leadership of newly appointed managing director Sarah Allard-Morgan, the Millefiori Milano brand is now available directly from Millefiori Milano, supported by a growing network of agents across the UK and Ireland.

Together, their shared mission is to position the brand within the country’s most inspiring gift boutiques, garden centres, interior stores, and premium furniture retailers, where design, craftsmanship, and sensory experience truly matter.

Rooted in Milan’s design heritage

Founded in the late 1990s in the cosmopolitan heart of Milan, Millefiori Milano has always stood apart. Its products are a celebration of Italian design, featuring clean lines, refined aesthetics, and unique fragrance blends.

Each product reflects the sophistication of the city that shaped it. The result is a collection designed not just to scent a space, but to elevate it.

The Milano Collection - a modern icon, reimagined

At the centre of the UK relaunch is the Milano Collection: a signature range thoughtfully redesigned for today’s consumer while staying true to its iconic identity.

The new look is striking and instantly premium:

• Refined silhouette with a distinctive on-shelf presence

• Patented magnetic cap with a contemporary, architectural feel

• Premium paper labels that mirror the quality of the outer packaging

• Clear glass bottles paired with longer reeds for enhanced fragrance throw Every element has been considered, because at Millefiori Milano, the beauty is in the detail.

The fragrance liquid within the diffuser defines the colourway. The clear glass diffuser bottles mean the new Milano range has been created as a thoughtful ecosystem. Customers begin with their chosen fragrance in a beautifully designed bottle paired with reeds.

From there, the experience becomes fully refillable, allowing customers to refresh their scent according to their favourite fragrance, the changing seasons, or evolving interior palettes, all while reducing waste. It’s a modern, flexible way to fragrance the home, and a kinder choice for the planet.

Fragrance as emotion

Millefiori Milano understands that home fragrance is deeply personal. It’s not only about how a product looks, but also how it makes a space feel and supports mood, atmosphere, and emotional wellbeing.

Each fragrance sits within one of the brand’s six signature families: Floral, Woody Spice, Fresh Citrus, Powdery, Fruity, and Sweet.

The Milano Collection features 22 fragrances, including four new launches for 2026. Diffusers are available in 100ml, 250ml, and 500ml sizes, each presented in packaging crafted from recycled paper with cotton fibres for a refined, tactile finish. The packaging is also fully recyclable.

In addition, the range includes fragrance refills, water-soluble fragrance, and a home spray, offering retailers a complete and cohesive home fragrance offering.

The London Home Fragrance Show - the

brand’s debut

July 2026 marks an exciting milestone: Millefiori Milano will showcase the full Milano Collection at The London Home Fragrance Show at the Business Design Centre in Islington.

This will be the first time the complete range is presented in the UK and Ireland, offering retailers a true sense of the brand’s depth, design, and commercial potential.

Sarah and other key team members will be present to meet retailers, share insights, and discuss the various in-store display concepts available to support sell-through and brand storytelling. For many, it will be the first opportunity to experience the brand’s renewed vision in person.

What’s new?

Millefiori Milano is also excited to reveal new additions to the Collection at The London Home Fragrance Show…

First, the Milano Double Magnum Reed Diffuser makes a stunning statement piece. This iconic 3-litre diffuser joins the Milano Collection, offering the same refined silhouette and features.

There are also two new fragrances launching for Autumn/Winter 2026. Nottumo, presented in a rich blue colourway, is an intimate fragrance inspired by the moment when dusk falls and day turns to night. It is a woody scent with top notes of lemon and ginger, balanced by orange blossom and date.

Vaniglia Bianca, in a butter-yellow colourway, is a sweet vanilla blend featuring notes of almond, coconut milk, black pepper, saffron, and nutmeg.

Finally, the Christmas Gift Sets. This stunning sophisticated collection embraces the essence of Christmastime in the magical city of Milan. The new book-inspired gift boxes offer an olfactory story featuring illustrations of three iconic Milan landmarks - the Duomo, Galleria, and Navigli - during the festive season. Each features a different colour palette and products.

Three fragrances have been selected for the festive collection, available across two gift set sizes with varying products and price points.

Two new fragrances are: Zucchero & Vaniglia - a blend of gingerbread and sugar cane top notes with sandalwood, acacia honey, and marzipan that perfectly capture the spirit of Christmas - and Oro & Spezie, with saffron and candied orange top notes, followed by salted caramel and pastry cream with a base of tonka bean and sandalwood, creating a fragrance of magical elegance.

An existing favourite, Mela & Cannella, is a pure gourmet delight, combining notes of green apple with cinnamon, nutmeg, and clove.

With premium packaging and bespoke illustrations, these reusable boxes elevate the gift-giving experience and include a gift card that mirrors the box illustration.

Become part of the Millefiori Milano story

For retailers seeking a premium, design-led home fragrance brand with strong visual identity, refillable sustainability, and unmistakable Italian style, Millefiori Milano represents a compelling new opportunity.

To arrange an appointment at The London Home Fragrance Show, or enquire about becoming a stockist, call +39 0399220979 ext. 225 or email info@millefiorimilano.com. Stand: 28 | Call: +39 0399220979 ext. 225 | Email: info@millefiorimilano.com |

www.millefiorimilano.com

Introducing Maison Parfum!

Lesser & Pavey presents Maison Parfum: a beautifully crafted home fragrance collection that pairs modern design with elevated scents and accessible luxury for every home

Maison Parfum brings a fresh perspective to home fragrance - where refined scent, contemporary design, and considered pricing come together effortlessly. Created for modern living, the collection offers retailers a range that feels aspirational yet accessible, delivering strong appeal across a broad customer base.

Created in response to the continued growth of the home fragrance market, this new collection from Lesser & Pavey reflects the increasing desire among consumers to enhance their living spaces with scent.

This has led to a curated collection that balances quality, design, and accessibility, and will be showcased at The London Home Fragrance Show, introducing Maison Parfum to a wider retail audience.

At the heart of Maison Parfum is fragrance quality. Developed with a high fragrance concentration, each scent is designed to perform - offering excellent throw, longevity, and a consistently premium experience.

The collection is trend-led, with fragrances inspired by some of the world’s most loved perfume profiles, reproduced for the home. This familiarity creates instant consumer connection, while the depth and balance of each blend reinforce a true sense of luxury.

Each piece is designed to stand out on the shelf and in the home. From elegant reed diffusers to beautifully poured soy wax candles, the vessels are crafted with attention to both form and finish.

Rich, on-trend colours and clean silhouettes ensure the range complements a wide variety of interiors, making each item as decorative as it is functional. The result is a collection that naturally draws the eye and encourages purchase - whether as a self-treat or a thoughtful gift.

Presentation is integral to the Maison Parfum experience. Every product is housed in superior quality packaging, elevated with subtle gold foiling and refined detailing. This attention to finish enhances perceived value at every touchpoint, creating a product that feels indulgent from first glance to final use, while also ensuring it is effortlessly gift-ready.

Gifting plays a key role in the appeal of Maison Parfum. With its elevated aesthetic, premium packaging, and desirable scent profiles, the range offers an easy, attractive solution for birthdays, seasonal occasions, and everyday gifting moments.

The collection includes more than 400 items in a wide range of sizes, colours, and fragrances - from 50ml diffuser sets through to 2L statement diffusers. The 1L diffusers are currently the bestselling size. Alongside diffusers, the range also includes candles, candle and diffuser gift sets, room sprays and more, offering something for every space and customer. This variety makes it easy for retailers to select products suited to their store style, while supporting strong visual merchandising and encouraging repeat purchases.

For retailers, Maison Parfum represents a compelling opportunity. It combines strong visual merchandising impact, proven fragrance direction, and accessible luxury positioning - helping to drive both impulse purchases and repeat sales. In a competitive market, it delivers the quality and design customers expect, at a price point that encourages conversion.

Maison Parfum is more than a product range - it is a modern home fragrance destination designed to resonate on the shelf and in the home.

The London Home Fragrance Show

A trusted fragrance

Contemporary global

gift supplier

As a distributor to independent retailers of leading home fragrance brands, Enesco invites retailers to join them on an exciting journey as it shares a rebrand across household names Yankee Candle, WoodWick, and Chesapeake Bay Fragrance.

The 2026 launch programme marks a significant step for the home fragrance category, delivering a cohesive, premiumised offer for the trade.

Yankee Candle

At the forefront is Yankee Candle’s full brand relaunch, positioned as “A Fragrance for Every Moment”. Marking a welcome new chapter for the brand, Enesco aims to capture the hearts (and noses) of loyal fans while inviting a new generation of fragrance lovers to discover the magic of this heritage brand, built over more than 50 years.

The new branding introduces premium labelling across all formats, including the regular Signature medium and large jars, reed diffusers, scent plugs, and car accessories, while also introducing the new Signature small jar across the fragrances, retailing at £9.99.

Gifts Today finds out more…

Enesco is embarking on its most ambitious chapter to date in the home fragrance category.

With this wide variety of home fragrance formats, Yankee Candle offers consumers the opportunity to fragrance their homes and cars whatever their budget, while delivering quality, choice and trusted fragrance credentials at every price point - resulting in a consistently commercial performer for retailers.

The Autumn/Winter 2026 launch blends fresh woody notes, perfect for welcoming autumn into the home. Whether embracing seasonal traditions or sharing a thoughtful gift, the A/W26 collection introduces the rich juicy warmth of Woodland Spice and the frosty freshness of Snow Kissed Pine, alongside the glowing, spiced depth of Crackling Embers.

Of course, the much anticipated Christmas gifting collection from Yankee Candle continues to be highly commercial for retailers, combining brand recognition with strong gifting appeal. From thoughtful stocking fillers to standout gifts, each set has been carefully curated to enchant and delight. Combining elegantly designed formats with beloved seasonal scents, these gift sets turn simple gestures into something more meaningful and memorable.

The update goes beyond aesthetics, with enhanced fragrance load, refined ingredients, and a new plant-based wax blend designed to deliver a stronger, cleaner performance. For stockists, the introduction of a simplified “Power Eight” core collection provides clarity in ranging while maintaining broad customer appeal.

WoodWick

WoodWick builds on this with a multi-sensory evolution, focusing on the connection between sight, scent and sound. Its modernised portfolio emphasises nature-led storytelling and premium design, reinforcing its position as a more elevated, experiential candle offer within the category.

The new A/W26 collection, Midnight Harvest, features a trio of fragrances: Silk & Spice, Velvet Plum, and Crystal Ginger. Grounded yet effortlessly sophisticated, the new collection captures the transition of the seasons with a refined, welcoming elegance that feels both indulgent and deeply rooted.

The WoodWick range has been rebranded and is presented in a newly refreshed design, elevating the iconic vessels with a more modern and

destination

premium aesthetic. Each fragrance features screen-printed labels and a refined lid design with engraved detailing, while a reformulated soy-blend wax ensures an enhanced, consistent burn.

With the patented Pluswick technology and the signature Hearthwick Flame, each fragrance delivers the distinctive crackle that defines the WoodWick multi-sensory experience. The collection is available in large, medium and ellipse jars.

Chesapeake Bay Fragrance

Meanwhile, Chesapeake Bay Fragrance has undergone a complete transformation, with a beautifully crafted collection for retailers seeking quality, style and consumer appeal. Inspired by wellness, nature, and modern living, the brand combines sophisticated scent profiles with elevated design.

The reimagined collection introduces a refined new identity while staying true to the calming, approachable luxury that defines Chesapeake Bay Fragrance, targeting the growing wellness-driven consumer.

The relaunch introduces a refreshed identity, nine new coastal-inspired scents, and an expanded format range including reed diffusers and wax candles. Designed for today’s consumer and merchandising trends, it delivers strong shelf presence, giftability, and everyday indulgence.

Enesco is offering retailers a trusted fragrance destination that blends timeless comfort with contemporary sophistication across candles, diffusers, and home ambience essentials. Its clearly tiered, design-led assortment meets evolving consumer demand for quality, wellbeing, and experiential home fragrance.

The company is delighted to be exhibiting at The London Home Fragrance Show, sharing the rebrand of this portfolio, and showcasing elevated design, contemporary scents, and enhanced retail appeal.

For retailers and buyers, this is a valuable opportunity to meet the Enesco team, discover fresh ideas, and explore emerging trends in a calm yet focused environment.

From WoodWick’s iconic crackling wooden wicks to Chesapeake Bay Fragrance’s wellness-led, calming collections, visitors will be able to experience products that continue to resonate strongly with today’s lifestyle-conscious consumers.

Retailers and buyers are invited to book an appointment or simply come along to the show, where the Enesco team will be delighted to welcome you and introduce the reimagined home fragrance collection.

The London Home Fragrance Show

“An exciting time”

Gifts Today speaks to Home Fragrance Fillers CEO Doug Wrenn and sales &

marketing

director Paul

Travis about the launch of its trade division, Parks Candles London, new UK-made fragrance collections, and ambitious expansion plans for the second half of 2026

What’s the outlook for Home Fragrance Fillers in 2026?

Doug: Home Fragrance Fillers is a British luxury home fragrance house, crafting products since 1989. This year, we’re focused on growing and diversifying the business.

We will continue our UK-based contract manufacturing while adding two new services: an own-label programme for retailers of any size, and a bespoke fine bone china range developed with Ceramic Design Heritage.

This will allow customers to choose from three fine bone china vessel sizes, decorated with their own artwork and finished with a logo backstamp. We have been working with Paul Travis, sales & marketing director at Ceramic Design Heritage, since October 2025.

Ceramic Design Heritage already supplies bespoke fine bone china products for heritage sites and UK artists, and the addition of fragrance products will benefit both companies while providing a truly UK-made solution for customers.

We’ve also launched a new trade division, Parks Candles London, and are pleased to announce the appointment of Paul as sales & marketing director to lead the new company.

Paul joins Parks Candles London at an exciting time for the brand, as it continues to strengthen its presence across premium retail, wholesale partnerships, and bespoke white-label manufacturing.

In his new role, Paul will lead the company’s sales and marketing strategy, with a focus on building meaningful relationships, opening new routes to market, and developing long-term opportunities with stockists and partners across the home fragrance sector.

Paul: I’m thrilled to be joining Parks Candles London. It’s a brand with real heritage and an exceptional

product foundation. I’m looking forward to building new partnerships, strengthening existing relationships, and helping drive the next stage of growth.

What new product developments are planned for the second half?

Paul: We’ve launched four new UK-made collections, each featuring its own essential-oil fragrance originally developed by Parks. The range includes candles and diffusers. The sub-brands are “Country Garden”, “Heritage”, “Winter Tales”, and the classic “Black Magic”. The range has been designed to deliver premium UK-made quality at competitive price points for today’s market.

What will be the sales and marketing structure?

Paul: I will take a hands-on approach, heading up the trade sales division and using Home Fragrance Fillers UK’s existing office and administration facilities. We have also launched a new B2B website at parkscandleslondon.com. Parks Candles London will exhibit at The London Home Fragrance Show, as well as Autumn Fair at the NEC Birmingham in September.

Over the coming months, we will be recruiting a team of sales agents to cover the UK. Agents interested in representing this iconic UK brand are welcome to contact me directly.

Will you be diversifying the product range further in the second half?

Paul: Our first diversification is a move into catalytic diffusing lamps and oils, wax sand, 500 ml and one-litre reed diffusers, and 500 ml room sprays under a new sub-brand, “Scent Chips”.

The range will launch at The London Home Fragrance Show, with additional product categories planned for Autumn Fair later in the year. Visitors can find out more at The London Home Fragrance Show on Stand 31.

The London Home Fragrance Show

Coffee break

Gifts Today takes a break

with The Giftware Association managing director Gemma Sault, who explains why the trade body is proud to be a partner of The London Home Fragrance Show

Over the past few years, few gift sectors have demonstrated the resilience, creativity, and growth potential of home fragrance and wellbeing. Both categories sit at the heart of how consumers want to feel in their homes: calm, comforted, energised, and connected. That is precisely why The Giftware Association was so keen to become a partner of The London Home Fragrance Show.

The magic of coming home!

Ashleigh & Burwood

Ashleigh & Burwood is delighted to exhibit at The London Home Fragrance Show, where it will introduce new and existing customers to its growing assortment of elevated home fragrance products - designed to make coming home feel a little more magical.

A strong customer favourite, the refreshed Scented Home collection now boasts six new fragrances for spring. From sun-drenched Amber & Orange Blossom to crisp, herbal Eucalyptus & Vetiver, there is a fragrance for every corner of the home - from hallways and tucked-away closets to restful bedrooms and sun-filled kitchens.

Christmas will be featured too, with the launch of a sumptuous new Frosted Berry fragrance and an expanded gifting collection.

The company will also preview its refreshed Signature Fragrance Lamp collection, where interior design-inspired fragrance lamps sit alongside more than 40 luxury fragrance blends.

Perfect for neutralising odours and refreshing the air, fragrance lamps offer a timeless solution to the age-old problem of tackling pet odours, cooking smells, and stale air - without simply masking them. Finally, not to be missed are two new collections making their debut at the show. DAIR is a fearless, trend-led Gen Z fragrance collection promising rule-breaking fragrances for the bold. Meanwhile, Sundays is a heartwarming home fragrance collection that captures the warmth and nostalgia of simpler, slower, days - when time seems to stand still.

Stand: 64B | Call: 01932 267060

Email: COT@ashleigh-burwood.co.uk

Visit: www.ashleigh-burwood.co.uk

For gift retailers, the intersection of fragrance and wellness represents a powerful opportunity. Fragrance products are now viewed as thoughtful, meaningful gifts rather than last-minute purchases.

As a trade association, our role is to support sectors that drive gifting, lifestyle and home retail forward. Home fragrance now plays a pivotal role in that ecosystem. It’s no longer an accessory category; it’s a destination, a ritual and, increasingly, a wellness tool.

The London Home Fragrance Show represents a clear signal that the category has matured, professionalised, and is ready for deeper collaboration across retail, design, wellness, and gifting. Supporting a show that champions innovation, education and meaningful connections felt like a natural next step for us.

Consumer expectations around home fragrance and wellbeing have shifted significantly in recent years. Shoppers are far more informed and intentional about what they bring into their homes.

Scent is no longer just about fragrance preference; it’s about mood, emotional benefit, and even purpose. Whether it’s sleep-supporting aromas, energising citrus blends, or grounding, nature-inspired scents, customers now seek products that actively do something for them.

This evolution mirrors wider wellbeing trends. Wellness is no longer confined to fitness or skincare; it has expanded into every corner of the home. Candles, diffusers, oils, and room sprays are increasingly framed through the lens of self-care, mindfulness, and daily rituals.

Sustainability, ingredient transparency, and craftsmanship also play a growing role in purchasing decisions, especially among younger consumers who expect brands to align with their values as well as their lifestyle.

A carefully chosen candle or scent blend can communicate care, understanding, and emotional intent. That makes these categories especially relevant at key gifting moments, from birthdays and housewarmings to seasonal celebrations and “just because” gifting. We’re also seeing growth in self-gifting - a trend that continues to influence product development and merchandising strategies.

Looking to the future, the biggest growth opportunities lie in innovation and storytelling. Brands that can articulate the emotional and wellness benefits of their products, while remaining authentic and credible, will stand out.

There is also significant potential in collaboration, whether crosssector partnerships with wellness practitioners, designers, or retailers, or shared platforms like The London Home Fragrance Show that bring the industry together.

From a retail perspective, education will be key. Helping staff and consumers understand scent profiles, wellbeing benefits, and usage rituals will elevate the category and drive repeat purchase. Events, sampling, and experiential retail will continue to play an important role in helping fragrance feel personal and accessible.

Ultimately, home fragrance and wellness are not trends; they are structural shifts in how people shop, gift, and live. As an association, we are proud to support platforms that recognise this shift and help businesses thrive within it.

The London Home Fragrance Show is a timely and exciting addition to the trade calendar, and one we believe will play a vital role in shaping the future of this fastevolving market.

Gifting with meaning

Steph Douglas, founder and CEO of online retailer Don’t Buy Her Flowers, explains why wellness gifting is evolving as consumers prioritise self-care and connection

Life in 2026 is busy and stressful. Many people are overwhelmed and, on top of that, it’s hard to disconnect from work and the noise of the online world. At the same time, our understanding of mental health - and our ability to talk about it - has really changed over the past few years.

So we know we need to de-stress and we’re looking for solutions. In addition, as well as being aware of our own self-care, the knowledge we now have encourages us to check in with people more.

Here at Don’t Buy Her Flowers (DBHF), at our core, we’re about thoughtfulness, and our gifts are ‘care packages’. They’re designed to encourage the recipient to take a bit of time for themselves, and we select products with that in mind.

Birthdays are the top B2C gifting occasion. TLC is second, and next is Get Well. So it follows that our customers are sending gifts to o er TLC and encourage wellness.

Our ‘Create’ boxes account for 70% of our B2C sales. These are completely bespoke selections that customers put together from a series

of categories, including Beauty & Relaxing, Snacks, Refreshments, Books, Accessories, and Stationery.

Beauty & Relaxing is our most popular product category, which tells you a lot. However, our gifts also tend to be cross-category, so customers can put together a selection - or care package - designed to be enjoyed as an experience.

They don’t want a box of ‘just’ beauty or ‘just’ food and drink. Instead, they might choose an evening with a book, cosy socks, and snacks, or a pamper session encouraging the recipient to lock the bathroom door and have some time to themselves with wine and chocolate.

That kind of gift really tells the recipient that someone has thought about them, and recognised that they might need some time out and looking after. This is why a lot of our customers report that their recipient was emotional when they opened their gift. It’s about empathy and connection.

For speciﬁc ‘wellness’ products, we recently added a Ginger & Turmeric Shot from Good Shots, Clarity Blend ‘Energy Boost’ Pulse Points Roll On, and Spacemasks Self-Heating Eye Masks, which are amazing for lying down for ﬁve minutes’ peace. Neal’s Yard Aromatic Foaming Bubble Bath is always a bestseller, along with scented candles and BeautyPro Face and Eye Masks. Healthier snacks that have been popular include Forest Feast’s Dark Chocolate Almonds and Chocolate Brownie Energy Balls.

I would count books as gifts in this space too, because they encourage someone to take time out, escape, and relax. We stock ﬁction and non-ﬁction and add new titles weekly from a range of publishers.

“To the Women” by Donna Ashworth is a book of poetry that deﬁnitely falls into the wellness category. Donna actually put a selection together for us to go with her book, and that has been really popular - products to soothe and

energise alongside a book that is so relatable for women in this ‘rush hour’ of life.

We recently added Sweet Bee Organics’ Magnesium Balm, and that’s done really well, as well as Ancient + Brave’s Cacao + Collagen. I think in the past people would have been wary of supplements, but they’ve become so popular - with more people experiencing the beneﬁts themselves - that they feel conﬁdent gifting them to others.

We’ve also added gifts to encourage people to sleep better with our Create A Sleep Well Gift Box and Luxury Bedtime Pamper Gift Box. We know a lot of people don’t get enough sleep, and we also know how important sleep is, so it’s really considerate to try to help someone in this area.

We’ve also had customers who have wanted to create gifts for an event, such as a holiday with extended family or Christmas gifts, and we’ve worked with them on a personal level.

What beneﬁts can stocking wellness products bring to a gift retailer? In my experience, as well as being popular with consumers, they enable your customers (and, in our case, recipients too) to connect with your brand.

If you receive a gift that genuinely touches you, helps you and makes you feel like someone has really thought about you, you’re going to have a connection with that gift and brand that goes further than just receiving something in the post. Customers love the feedback they get, so they come back and recipients then become customers, as they want to pass on that feeling too.

What’s next? Life isn’t getting quieter or easier any time soon, so I predict that anything to do with relaxing and pausing will be keythings we know are beneﬁcial but di cult to do in modern life. Products like magnesium and collagen will continue to grow because they’ve become more mainstream, through brands really focusing on education within their marketing.

What’s the outlook for this sector? When someone gives you a thoughtful gift, that really indicates that they’ve not only thought about you, but about how you might be feeling, and what you might be struggling to give yourself - time, space and TLC… It’s so powerful. It’s challenging in that the economy, cost of living, politics, and world events all have an impact on the gifting sector. But the reasons that we see people gifting at DBHF - when someone is going through something di cult, when you want to support a loved one who isn’t around the corner, or to acknowledge that life can be tough - those things are ongoing, and humans want to connect and empathise with each other. We’ve found a way to support those connections at DBHF.

5 Best Sellers 1. Montezuma’s Giant Chocolate Buttons

Spacemasks Self-Heating Eye Masks 3. Two Spoons Teas: Breakfast Tea, Camomile, Peppermint, Earl Grey 4. B Skincare Lavender Hand Cream

5. Books from various publishers

From self-care

As consumers prioritise wellbeing and more meaningful gifting, wellness has evolved into a powerful retail opportunity. We catch up with buyer and visual merchandiser Mairita Osipova of Wallace’s Homevalue & Garden Centre in the Irish village of Wellingtonbridge one year on to discuss how home fragrance and ritual-led products are driving growth across the category.

Demand for wellness gift products continues to climb. What factors do you attribute to this growth?

I think several factors contribute to this trend. I do feel I need to mention the pandemic; it significantly highlighted awareness of mental health. During periods of isolation, consumers were looking for ways to bring joy to each other when they couldn’t meet, and many found more time for personal wellbeing practices such as meditation and journalling.

Alongside this, the ongoing rise in the cost of living has contributed to higher levels of stress and burnout. As a result, people are increasingly seeking ways to unwind in the evenings, whether through journalling, meditating, or enjoying uplifting aromas around the house.

Consumers are moving towards gifting items with the purpose of encouraging the “feel-good” factor. It’s no longer just ‘stuff’; it’s a gift for loved ones to enjoy and something that feels personal to the individual.

The wellness industry has fuelled this trend by promoting some gifting items. For example, meditation practices often incorporate crystals and aromatherapy products, creating multisensory experiences that engage sight, smell, and touch.

pleasing, and many brands offer complimentary gift bags, while testers allow consumers to experience scents and product quality before committing to a purchase. We also provide a complimentary gift-wrapping service in-store.

“The wellness category is important to our business, and we’re constantly adding more lines to encourage linked sales”

Recognisable branding is also key, with influencers continuing to have a huge impact across online platforms. Additionally, some wellness brands have partnerships with spas and wellness centres. When consumers notice these products in-store, they often connect them with experiences of luxury and good times, which can lead to purchases. Finally, packaging is a key driver. Wellness products are typically visually

How has trading been for you, and have your sales reflected this positive shift in consumer awareness?

We’re experiencing consistent growth in wellness-related products such as fragrance, stationery, and ritualbased ranges. The wellness category is important to our business, and we’re constantly adding more lines to encourage linked sales.

to strong sales

Consumers are more conscious about gifts they buy for their friends and family; they are willing to spend more if they believe gifts will be received well and carry emotional connection. We’ve also noticed growth around key periods of the year such as Christmas, Mother’s Day, and Valentine’s Day.

This wellness mindset isn’t just a trend. It’s worth spending time developing a strong offering that meets demand and creates a feel-good factor. Consumers tend to return for more purchases once their needs are met, and will recommend your store to friends.

What wellness products do you offer?

We try to have a product selection to suit everyone looking to relieve stress, whether it’s a candle or just a cup of peppermint tea.

Our current offering consists of fragrance (candles, reed diffusers, wax melts, incense sticks, and luxury car fragrance), body & bath (hand and body lotions, shower gels, bath bombs, and body scrubs), stationery (journals, motivational plaques, and gift cards), and artisan food (chocolates, herbal teas, local honey, and jam).

A while back, we introduced books from Allsorted to complement self-development and hobbies, and gemstones for spiritual rituals. At this time of the year, we also stock a large selection of outdoor toys and gardening-

related items for kids to encourage outdoor play.

Our garden centre is loaded with inspiration to get outdoors and ground yourself in nature. Indoor plants have been shown to relieve stress, purify air and encourage small daily routines. We love our plants, and they are great for linked sales.

What’s selling really well for you at the moment?

We’ve seen steady growth in fragrance products as well as our body & bath range. The star supplier must be Inis –Fragrances of Ireland. Customers have fallen in love with its Energy of the Sea scent, with home fragrance and body & bath products selling equally well.

Max Benjamin has also won customers’ hearts with its luxury car fragrance, alongside its candles and reed diffusers. The Handmade Soap Company is widely recognised outside retail, often seen in boutique hotels in Ireland. It has a lovely range of home fragrance including linen sprays, and a selection of body & bath products.

Bomb Cosmetics’ Bath Bombs are a lovely add-on gift for adults and children that bring a bit of playfulness. The Naked Bee personal care products have proven popular and generate repeat purchases.

Stationery and gift cards have also grown in the last few years, with Wrendale Designs offering a

beautiful range of notebooks, diaries and organisers, plus gift cards with motivational taglines and light-hearted plaques and posters.

Our customers also enjoy gifting crockery with catchphrases, candles holders, fridge magnets and keyrings which promote positivity and inspiration. What benefits can stocking wellness products bring to a gift retailer?

These products appeal to all ages and demographics, and offer meaning beyond calendar dates and birthdays. Stocking wellness gifts can set retailers apart from competitors while promoting deeper connections through healthoriented gifting options.

What are the current trends?

I don’t see wellbeing as a one-size-fitsall concept; it’s very personal and often budget-based. Some people relax by connecting with nature, others prefer high-intensity workouts, while some unwind with spa experiences. Rather than one defining trend, interest in this sector reflects growing self-awareness and the desire to make changes to our daily routines to feel better. What’s the outlook for this sector?

The wellness sector will continue to grow, with plenty of opportunities to expand the offering to consumers within the gifting sector. With increased emphasis on mental health across social

media platforms and digital wellness apps, promoting sustainable living and more, consumers are becoming more aware of the importance of self-love. We are encouraged to invest in our own wellbeing, take a moment for ourselves, and find a balance between work, rest, and relationships.

Top 5 Best Sellers

1. Inis - Fragrances of Ireland: loved across the range

2. Max Benjamin Car Fragrances

3. The Naked Bee Hand Repair Cream and Restoration Foot Balm

4. Bomb Cosmetics Bath Bombs

5. The Handmade Soap Company Lemongrass & Cedarwood Hand Wash and Hand Lotion

Rebecca Gilligan Buyer Elphicks Farnham, Surrey

Di users and wax melts are our strongest sellers. Di users are great because they last long and make an easy gifting option, while wax melts are accessible and a ordable, which customers love. Both also come in such a wide range of scents that there’s always something new for people to try.

Stoneglow is deﬁnitely one of our best-performing ranges. It’s well trusted by customers and always sells through nicely. Other brands include Glass & Wick, Candlelight, and Hestia ceramic aroma lamps from Widdop and Co. We try to keep things fresh by bringing in new seasonal scents and introducing smaller, more niche brands alongside our core lines.

We’re always drawn to products that feel a bit di erent. That might be handmade touches, small-batch production, or really interesting scent combinations. Packaging also plays a big role - if it looks beautiful and giftable, it always helps.

We like to keep home fragrance visible and easy to shop. We often group it by scent or brand, and always try to make it feel inviting rather than just functional. We have testers available where possible - especially with di users and wax melts - because once customers can actually smell the product, it really helps drive sales.

Jo McBeath Owner Chirpy Chapel Allerton Leeds

Candles are deﬁnitely our bestsellers. I think they feel more like a complete gift, especially as they’re beautifully boxed. Our top performer is Paddywax. We keep introducing new scents from this brand so we’ve regularly got something new for customers. We do, however, try to keep its Heirloom Tomato candle in stock, as customers ask for it.

Paddywax candles usually form part of our main middle table display. We have one candle out of the box for customers to smell. We also have a dedicated wellness area where soaps, facial steams, and lip balms are displayed, along with products like makeup pouches from Lou Surface Pattern and My Bags of Stu

Our bestselling wellness products are Lovely Skincare’s lip balms, which make a great gift for all ages, Salt + Steam facial steams, and French soaps from Salon du Savon. We often ﬁnd customers put together a little wellness package with one of each, which makes a lovely, thoughtful gift.

Shop Talk

We asked retailers about the role home fragrance and wellness play within their gift o er, from strongest categories and top-selling lines to new arrivals

James Bowden

Proprietor

Clock Cards

Ware Hertfordshire

Candles and reed di users perform best for us. We’ve found over time that this section is predominantly “gifting”. Inis - Fragrances of Ireland is a good example of this. As a company, it has a loyal following, which is great for repeat business.

Top sellers are Heaven Scent, Peppermint Grove and Inis. Our newest arrival is the Green Botanical range from Heaven Scent, which comes in lovely green vessels. They look really smart and smell great. A popular wellness line from Heaven Scent is the Sleep Well di user, which has a lavender fragrance. As a product range, home fragrance works well for us. Also, it’s worth bearing in mind that, in time, reed di users, candles, eau de parfum, hand cream and soap will run out, and customers will be back for more. We often hear comments such as “What is that lovely smell?” It must be the pleasant mix of the 22 di users we have on display. Interestingly, none of the ﬁve of us who work here can smell it - over time, we seem to have become “nose blind”.

Marianne Carter

Gifts & Stationery Buyer Morleys Stores

7 department stores in Greater London

Home fragrance is a key part of our overall gifting o er. In recent years, the range has evolved to include a broader selection of brands, more giftable collections, and a wider variety of products.

While di users have historically been our strongest performers, the launch of ranges such as Paddywax and Freckleface has increased demand for giftable candles and wax melts, particularly those in design-led packaging.

Stoneglow and Aery continue to perform strongly for us and remain ﬁrm favourites within our range. More recently, we’ve launched Archipelago Botanicals: a new collection of luxury candles and di users. We’re also excited to introduce Home County Co. shortly, a range that allows us to select fragrances inspired by the areas of the UK where our stores are based. We aim to display home fragrance in a way that feels inviting and easy to shop, with a strong visual impact. Products are grouped by brand and fragrance type where possible, creating clear stories on the shop ﬂoor and helping customers navigate the range. Where available, we o er testers, especially for key fragrance lines.

Laura

Cooper Owner Handmade Design

Ashbourne, Derbyshire

Candles continue to be one of our strongest categories. We focus heavily on seasonal scents, which really resonates with customers. We’re also seeing growing demand for more targeted wellness products, particularly those focused on sleep and calming - products that people can use as part of their evening routine to properly switch o .

Our top-selling ranges continue to sit within home fragrance, particularly candles from Wild-Olive, The Tipsy Candle Co., and Heaven Scent

Magnesium butter from Wriggly Tin Soap & Skincare, and shower steamers from Wild-Olive and Wriggly Tin Soap & Skincare are newer additions

Becky Hart

Owner/Buyer With Love Gift Shops

Leeds, Kirkby Lonsdale & Kendal

and have quickly become some of our best sellers, especially with customers looking for simple ways to support sleep and relaxation at home.

We keep displays cohesive and easy to shop, sometimes grouping by scent or mood and other times by brand, depending on the range. The aim is to help customers quickly understand the products. Best sellers are a big focus for us. We highlight them in high traffic areas and often feature them in our window to draw people in. We offer testers when brands supply them, and they definitely make a difference. Being able to experience a scent in person really boosts confidence and conversion.

Candles and wax melts are our top performing categories. Wax melts made in Cumbria by the mum-and-daughter team behind Hanna Home/Shepherdess Botanicals are our bestseller. We also have many reed di users.

We stock Country Candles tins, candles, reed di users, and perfume cards; Stoneglow glass candles, reed di users, and room sprays; Hanna Home/Shepherdess Botanicals personalised ‘With Love’ glass candles, and tin candles - and the newest introduction is fragranced tealights; and Wild-Olive’s bath melts, tin candles, bath tea bags, and lip balms.

We recently introduced Inis - Fragrances of Ireland’s perfumes, lotions, soap, bodywash, candles, reed di users, and room sprays. The brand has a great customer following. We’ve also added Home Fragrance by Heather Anne car fragrances and perfumes.

I have a tester or sample on display for touching, feeling, and smelling. Customers have to be happy with the product they’re buying, and displaying testers and samples helps manage their expectations.

Inis provides lotion and perfume testers, which is a great feature of its range and has a positive impact. Once customers have trialled the product at home, many return to buy it for gifts.

Sally Ann Palmer

Joint Owner/Buyer

Cilla & Camilla

Beaminster & Bridport

West Dorset

Candles and di users are our bestselling products. In addition, we sell wax melts, burners, incense sticks, and to a lesser extent, room sprays. As well as ﬁlling our homes with fragrance, candles also provide light and comfort. Di users are an easy way to continually fragrance a room.

Our bestselling candle and tealight range comes from St. Eval During our busiest times, we often order on a weekly basis. We also do very well with its di users and reﬁlls. But our bestselling range of di users comes from Ashleigh & Burwood

We’ve recently taken on a new brand, F.Y.G, and are now stocking its candles and di users. We also stock Paddywax candles from Designworks Collective. These are beautifully designed and packaged and do very well as gift purchases.

We display home fragrance products and ranges together to create as much impact as possible. We always want to have testers available, as customers really want to know what scent they’re buying. More companies should understand how key testers are and supply them free of charge. Ashleigh & Burwood is very good at this.

Caroline Ranwell Owner Hugs & Kisses

Tettenhall

Wolverhampton

Candles have always been our biggest seller. They’re such an easy gift to give, and at the right price too. Reed di users have also become almost as popular as candles. I think customers really like the fact that they can purchase reﬁlls for them.

Room sprays, fragrance oils, wax melts, and incense are also becoming customer favourites - and we recently added a small but beautiful range of car di users from Roo. These are extremely popular and make lovely gifts for men as well as women.

Our top selling brands are Inis - Fragrances of Ireland, Marmalade of London, and Best Kept Secrets. We display home fragrance by range, so each display has an impact, using point of sale when we can get it. We always have testers out on display too; it’s so important for customers to be able to smell the various fragrances. Inis is displayed on its own tall branded shelving unit and this works really well; we also give away Inis samples to tempt customers.

Rosy

Clare Collins Shop Assistant Every Occasion

Walmley

Sutton Coldﬁeld

Home fragrance has become a huge part of our overall gift o ering and has grown signiﬁcantly over the last few years. We originally started with a small selection, but due to customer demand, we now stock a full range supplied by the wonderful Ashleigh & Burwood

Customers absolutely adore the fragrances, and we have many loyal shoppers returning time after time, whether purchasing for themselves or choosing gifts for others. Our best-performing products are reed di users and reﬁlls, along with matching candle collections.

Our top-selling fragrances are Moroccan Spice and Peony, especially in the reed di users, candles, and room sprays. The newest additions are the fabulous ceramic discs, which are beautifully packaged, o er a great price point, and are incredibly versatile.

They can be used around the home or even as car fresheners and can easily be refreshed and reused when needed. We also love the boxed gift sets, which are perfect for gifting and allow customers to try a variety of fragrances before ﬁnding their favourite scent.

Rebekah Mudie Owner

Daisy Daisy Beautiful Cards & Gifts

Llanishen

Cardi

Our bestselling category is deﬁnitely candles, particularly sentiment-led designs such as those for milestone ages, speciﬁc relations, friends, and special occasions. These are popular as meaningful, a ordable gifts and tend to be priced around £10-£15, although we also stock more premium candles in the £20-£30 range, which sell very well.

Di users are another strong performer. Typically retailing between £15-£25, they remain a popular choice for customers looking for longer-lasting home fragrance.

Our bestselling ranges include Wild-Olive Belly Button Bubble Lily-Flame Toasted Crumpet Gentleman’s Hardware, and Heathcote & Ivory. Among our newest arrivals are sparkly candles from Best Kept Secrets, along with handmade di users from Foxglove Tree. We’ve also just received a delivery from Welsh Rescue Lip Wax, which has already begun to sell well, particularly because it’s made here in Wales.

In terms of wellness items, bath bombs have seen a decline in popularity, although they still sell in smaller amounts. Shower steamers have started to replace them to some extent. Hand creams and soaps continue to be very strong sellers and are an important part of our range, as they are both useful and indulgent, particularly when o ered as matching products or in gift sets.

Elle Turner

Gifts Assistant Buyer

Garsons

Esher, Surrey & Titchﬁeld, Hampshire

Di users and candles consistently remain strong sellers. However, we’ve seen a huge increase in sales of wax melts. We believe their functionality and reasonable retail price o er a level of versatility not found as easily within other fragrance products. Coupled with customers’ desire for seasonal change-ups in the home, they o er an economical way to do just that.

We do incredibly well with The Country Candle Co.’s Pastels range. We recently introduced its new Coast and Country range, o ering a fresh, naturefocused collection. We’ve also found great success with Waxkind. Its diverse and beautifully fragranced melts, paired with its strong sustainability ethos,

have proven a real winner. Both brands are UK-based and provide a refreshing alternative to more easily accessible, globally marketed products.

Other brands that perform well include Ashleigh & Burwood, Candlelight, Cereria Mollá, Henry & Co, Marmalade of London, Stoneglow, and Wax Lyrical

Our shop ﬂoor teams do a great job of merging lifestyle and fragrance within displays and ensuring all our fragrances have accompanying testers to further enrich the customer experience. We also ﬁnd that using a variety of display tools adds dimension and height to a display, which increases the shoppability of the products.

Claire Bristow NPD & Innovation Director Ashleigh & Burwood

How has trading been for you?

It’s been a strong start to the year. We had a great Spring Fair and are loving how consumers are weaving home fragrance into their lives every day. No longer a luxury, a great-smelling home has become a must-have, and it’s encouraging to see consumers becoming more playful and experimental.

What are your current standout products?

Our Scented Home relaunch has been really strong, with six gorgeous new fragrances. Standout scents include Lavender & Lilac and Amber & Orange Blossom. We’ve reformulated our candles and increased our fragrance levels, and we’re seeing great growth in this category, along with our reed diffusers, which customers love.

Our fragrance lamps continue to be one of our hero products, as customers love how powerful they are at refreshing the air and neutralising odours. Pet owners, in particular, can’t get enough of them, as no-one wants to be greeted by doggy smells!

How do you keep your range fresh and relevant?

We like to challenge some widely held beliefs that reserve certain product formats or scents for the luxury end of the category, and we always aim to bring our customers something truly differentiated. Our team knows our customer inside out, so every product is developed with the end user firmly in mind.

What sustainability steps have you taken?

We recently switched to new diffuser bottles that no longer require a metal-coated collar, helping us reduce packaging waste, and our lamp fragrance bottles use a high percentage of recycled plastic. We also encourage customers to find fun ways to reuse candle vessels or diffuser bottles as vases - you can be really inventive once you’ve finished your scent!

How do you support retailers in-store?

We develop great point-of-sale materials and offer sample products where viable so consumers can easily find their favourite scent, but we’re always looking for new and creative ways to support retailers.

We spend a lot of time looking at wider trends, both lifestyle and fragrance-specific. We look at the luxury perfume category for inspiration but always like to put our own unique slant on things.

I’m also a big believer in the power of driving brand awareness and having a really clear brand story communicated clearly across all touchpoints, which helps create demand for our retail partners.

Trade Talk

As demand for home fragrance and wellness gifts continues to rise, leading suppliers share insights into their bestselling ranges, sustainability initiatives, and in-store support strategies

Kate Winch Head of Sales Candlelight

How has trading been for you?

Demand continues to grow strongly, with consumers placing greater importance on mental wellbeing and creating relaxing spaces within the home.

Trading has remained very positive, particularly across co-ordinated gifting collections that combine fragrance with bath and body products. Customers are increasingly seeking affordable luxury, with beautifully packaged products that feel both thoughtful and indulgent.

What are your current standout products?

Our standout performers continue to be elegant candle and diffuser collections

paired with complementary bath and body ranges, especially within seasonal and gift-boxed formats. These multi-category collections have proven particularly successful as consumers look for complete gifting solutions.

How do you keep your range fresh and relevant?

When developing new fragrances and wellness products, we focus heavily on emerging lifestyle and interior trends, alongside consumer demand for calming, uplifting and mood-enhancing scents. Packaging and presentation also play a vital role, ensuring collections feel cohesive, premium and gift-ready across all categories.

What sustainability steps have you taken?

Sustainability remains an important focus, with continued steps being taken to reduce unnecessary packaging, improve material choices, and develop more environmentally conscious product solutions wherever possible.

Hannh Jenkins

Director UK & Ireland

Cereria Mollá 1899

How has trading been for you?

Trading has been very encouraging, both in the UK and internationally. The brand is rapidly gaining recognition as one of the most sought-after names in premium home fragrance, with strong momentum across department stores, lifestyle retailers, garden centres, and independent gift retailers.

We’re also seeing fascinating regional trends emerge. In Asia, for example, there has been particularly strong growth in high-fragrance incense and more sensory fragrance experiences, reflecting the increasing connection between fragrance, mindfulness, and wellbeing.

Because wellness is woven through every part of the collection, we see a strong opportunity to position Cereria Mollá Boutique as more than simply home fragrance, but as a complete Mediterranean-inspired wellbeing experience that combines scent, atmosphere, emotional connection, and elevated everyday living.

Inspired by the warmth, natural beauty, and slower pace of Mediterranean life, Boutique transforms everyday spaces into calming sanctuaries that feel both indulgent and restorative.

What are your current standout products?

Our signature Boutique range continues to be our standout performer, particularly with fragrances that capture the Mediterranean spirit and Spanish heart of the brand. Fragrances such as Bergamotto di Calabria and Bulgarian Rose & Oud continue to resonate strongly, thanks to their refined, sophisticated character and emotional warmth.

The Boutique range represents an elevated expression of Cereria Mollá 1899, combining timeless craftsmanship, luxurious presentation, and beautifully layered fragrance compositions inspired by Mediterranean living and sensory wellbeing.

Increasingly, consumers are drawn to the collection not only for fragrance performance, but for the atmosphere and emotional experience it creates within the home.

At the same time, the Wellbeing Collection is generating real excitement, as retailers and consumers increasingly look for products that combine luxury with emotional wellbeing and intentional living.

How do you keep your range fresh and relevant?

We always stay true to the Cereria Mollá 1899 signature - handcrafted Spanish fragrance, timeless luxury, and authentic craftsmanship - while ensuring each launch feels emotionally relevant to how consumers are living today.

With Wellbeing, we wanted to create a clear point of difference within the wellness space by grounding the collection in the science of scent and emotional atmosphere, rather than simply following trends.

Alongside this, the continued evolution of Boutique reflects growing consumer desire for elevated sensory experiences inspired by Mediterranean living, emotional escapism, and effortless luxury.

Newness is often developed around lifestyle moments, emotional wellbeing, and gifting occasions, whether that’s relaxation and balance through Wellbeing, indulgence and nostalgia through Salted

Aylish Ellwood Senior marketing manager Enesco

How has trading been for you?

The economic climate is certainly challenging. Consumers are considering purchases more than ever before and putting greater value on brands they know and trust.

We’re lucky enough to work with highly recognisable and established brands such as Yankee Candle, WoodWick, and Chesapeake Bay Home Fragrance, which offer reassurance in terms of quality, fragrance performance, and overall gifting confidence.

What are your current standout products?

The core ranges from Yankee Candle and WoodWick, also referred to as “Power Fragrances” in wax format, are performing consistently well. We’re enjoying forward ordering for Autumn/Winter 2026, particularly for Christmas gift sets, which have a very loyal following.

How do you support retailers in-store?

We have targeted marketing campaigns running throughout the year, designed to align with key consumer gifting moments and seasonal purchasing. To support these campaigns we offer free-of-charge POS packs, samples, and scent cards.

We also support retailers with tailored planograms that help ensure products are merchandised effectively in-store, creating a more engaging shopping experience for consumers and, in turn, maximising sales.

Caramel at Christmas, or Mediterranean-inspired atmosphere and sanctuary through our Boutique fragrance collections.

What sustainability steps have you taken?

Sustainability is deeply rooted within our values. We use soy wax, cotton wicks, and high-quality fragrance materials to create an elevated fragrance experience while maintaining a focus on responsible craftsmanship and longevity.

We also continue to take meaningful steps across packaging and production, including the use of FSC-certified packaging materials and incorporating renewable energy resources wherever possible throughout our manufacturing processes.

How do you support retailers in-store?

Retail presentation is one of our key strengths. We offer first-class visual merchandising support, tailored sales packages, testers, sampling support, and pointof-sale solutions designed to create a truly elevated retail experience.

Our aim is to help retailers bring the Cereria Mollá 1899 story to life in-store, from the Mediterranean inspiration behind the fragrances to the premium craftsmanship and gifting appeal of the collections. We work closely with retail partners to create strong visual impact, drive basket spend, and ensure the brand feels immersive and experiential for the consumer.

Jonny Greves Director Lesser & Pavey

How has trading been for you?

Trade in the home fragrance sector has been particularly positive. While the wider retail environment remains challenging, this category continues to perform strongly, driven by ongoing consumer interest in creating comforting, enjoyable living spaces and supporting everyday wellbeing through scent.

What are your current standout products?

A standout performer is our Home Fragrance Inspirations collection, featuring scents influenced by major luxury perfume houses. These have proved especially popular, as customers are naturally drawn to familiar, desirable scent styles reimagined for the home.

How do you keep your range fresh and relevant?

We continuously develop new fragrances in line with emerging trends and customer preferences. At the moment, there’s strong demand for deeper, more complex scent profiles such as woody, spicy, and aromatic blends. By staying closely aligned with both fragrance and interior trends, we ensure our collections remain current and commercially relevant.

How do you support retailers in-store?

We recognise the importance of the in-store experience. All our reed diffusers are supplied with testers, allowing customers to smell the scents before purchasing. This simple but effective approach helps drive confidence, increase conversion, and support stronger sales at the retail level.

Sarah Allard-Morgan

UK & Ireland Managing Director

Millefiori Milano

How has trading been for you?

As we make our debut in the UK market, it marks an exciting moment for retailers to partner with us at the very beginning of our journey. We’re now starting to build a picture of emerging trends and consumer demand, and as our footprint grows, we’ll gain deeper insight into what the UK consumer truly seeks in their fragrance choices.

Fragrance has become an integral part of the home, shaping interiors, elevating personal spaces, and creating moments of calm. The ability to curate different scents for different rooms transforms the atmosphere, supporting a sense of relaxation and overall wellbeing.

Our collection has been crafted with this in mind, offering distinctive fragrance blends designed to enrich the home and create beautifully scented environments that feel both intentional and restorative.

What are your current standout products?

Our hero collection is the newly reimagined Milano range: a fresh interpretation of our bestselling line, refined and elevated for today’s consumer. It’s a true celebration of Italian design with clean architectural lines, distinctive fragrance blends, and a considered palette of colourways that set the collection apart from other brands in both style and sensibility.

For retailers looking to elevate their home fragrance offering, Milano is an essential addition. It brings an unmistakably Italian aesthetic and a level of quality that instantly enhances any retail environment, offering customers a fragrance experience that feels both contemporary and beautifully crafted.

How do you keep your range fresh and relevant?

Millefiori Milano is committed to continual innovation, introducing new fragrances twice a year to keep the collection fresh, relevant, and seasonally attuned. For Spring/Summer 2026, we’re unveiling two new blends that capture the lightness and optimism of the season.

Fresia e Pera opens with bright, juicy notes of pear, peach, and apple, unfolding into a heart of freesia, red rose, and jasmine. It’s inspired by the soft, airy atmosphere of a spring day and is uplifting, delicate, and effortlessly modern.

Fiori Chiari brings a gentle, elegant floral profile, combining gardenia, rose, violet, and bergamot with a luminous heart of jasmine and lily of the valley. The result is a fragrance that feels graceful, feminine, and full of light.

Both will make their UK debut at The London Home Fragrance Show, offering retailers the first opportunity to experience these new seasonal creations in person.

What sustainability steps have you taken?

The new Milano range has been created as its own thoughtful ecosystem. Customers begin with their chosen fragrance in our beautifully designed bottle paired with reeds. From there, the experience becomes fully refillable, allowing them to refresh their scent, all while reducing waste. It’s a modern, flexible way to fragrance the home, and a kinder choice for the planet.

Our commitment to sustainability continues through our packaging. Each box is crafted from recycled paper and incorporates cotton fibres for a refined, tactile finish - and the entire pack is fully recyclable.

How do you support retailers in-store?

We offer a suite of beautifully designed branded fixtures, from wall displays to table presentations, enabling a true store-within-a-store concept. It’s a cohesive, high-impact way to bring the brand to life on the shop floor.

For retailers who commit to the concept, we provide complimentary samples of reed diffusers and room sprays, allowing customers to experience the fragrances first-hand. It’s an engaging, sensory touchpoint that helps drive discovery, trial, and conversion.

Hollie Bottrill Head of Sales Studio Pens

How has trading been for you?

We’ve been proud distributors of Marius Fabre for around two and a half years. It marked a slight departure from our existing brand portfolio, but we were drawn to the brand’s strong heritage, authentic story, and the simplicity and natural quality of the collection.

The soap market in the UK is competitive, but we’ve seen steady growth year on year. We’re continuing to expand our distribution, building a strong and supportive network of stockists across the UK. We’re fortunate to already work with some fantastic retailers, and we’re excited to see how the brand continues to grow and develop.

What are your current standout products?

The standout products from Marius Fabre are centred around its traditional Savon de Marseille, particularly the classic olive oil soap cube. This is its signature item and what the brand is best known for: a simple, fragrance-free, plant-based soap that’s incredibly versatile. It can be used for hands, body, face, and even household cleaning, which makes it especially appealing to customers looking for natural, multi-purpose products.

Gift sets and boxed versions of the soaps tend to sell well too, as they make the traditional product more accessible and visually appealing for retail. Overall, the brand stands out for its heritage, minimal ingredients, and the fact that a small number of simple products can cover a wide range of everyday uses.

How do you keep your range fresh and relevant?

Rather than frequently launching new scents to follow trends, Marius Fabre focuses on staying true to its core philosophy of simplicity, natural ingredients, and traditional methods. Much of its range, particularly the iconic Marseille soap, is intentionally fragrance-free, reflecting its commitment to gentle, multi-purpose products that suit even the most sensitive skin.

When the range is expanded, it’s done thoughtfully and usually in response to customer needs. This might include introducing new formats, refining formulations, or occasionally adding subtle, natural fragrances. Overall, the emphasis is less on constantly refreshing the range, and more on maintaining quality, authenticity, and relevance through timeless products that continue to meet everyday needs.

What sustainability steps have you taken?

Marius Fabre has always approached sustainability as a core part of the business rather than a recent initiative. Its products are made using traditional methods and simple, plant-based ingredients, which means they are biodegradable and free from unnecessary additives like synthetic fragrances or colourants. This not only makes them gentler for the user but also reduces their environmental impact throughout the product’s lifecycle.

On the packaging side, the brand tends to keep things minimal and practical, using recyclable materials and avoiding excess wherever possible. Many of its products, such as soap cubes and flakes, are designed to be long-lasting or multi-purpose, which naturally reduces waste and overconsumption. Palm oil–free options have also been introduced in parts of the range, responding to customer concerns while staying aligned with its overall philosophy of responsible production.

How do you support retailers in-store?

Marius Fabre offers a range of in-store support designed to help retailers clearly communicate the brand’s unique qualities and drive sales. This includes a selection of informative leaflets and posters that explain the heritage, uses, and benefits of its products, as well as practical cardboard display holders that make merchandising easy and effective. These materials are particularly helpful in telling the story behind the products and guiding customers who may be discovering the brand for the first time.

As a distributor, we also place a strong emphasis on presentation and are currently developing a more permanent, beautifully made wooden display box, which is due to launch later this year. We’ve also created pop-up information cards.

We see point-of-sale as key for Marius Fabre, as it offers something genuinely different - simple, highly natural, multi-purpose products with a long heritage. With so many brands making similar claims, clear and thoughtful POS helps cut through that noise and ensures customers understand what truly sets Marius Fabre apart.

Enesco Limited, Brun thill Road, Kingstow n, Carlisle CA3 0EN

UK Customer Services: Telephone: 01228 404022 Emai l: uk sales@enesco.co.uk Over seas Customer Services: Telephone: +44 (0) 1228 404066 Emai l: eurosales@enesco.co.uk Join us on / ENESCOLIMITED Ofﬁcially distributed by:

Gifts Today Home Fragrance & Wellbeing supplement 2026

Columnists

Cover Story

Fair Focus

Retailer Focus

Supplier Focus

WMessage from the Editor

Max Benjamin appoints Richard Wood

Rebecca Murphy joins F.Y.G

Me To You joins Aromatize

Cumbrian brands unite for co-branded candle

In the spotlight

Where science meets scent

Cereria Mollá 1899

New Products Elements of Fragrance

Figured’Art

Herdy

Meg Hawkins

Studio Pens

Sunshine Lane

Wax Lyrical

Candlelight ramps

up UK reach

Scent redefined

Consulting director and co-founder

Sara Allbright shares her insights

The conscious consumer has arrived...

Wellness at its core

Consumer behaviour & gifting

Opportunities ahead

And finally…

The London Home Fragrance Show

A new chapter in

Why visit?

Categories

home fragrance

Seminars

Millefiori Milano is back…

Fragrance as emotion

The London Home Fragrance Show - the

What’s new?

Become part of the Millefiori Milano story

Introducing Maison Parfum!

The London Home Fragrance Show

A trusted fragrance

gift supplier

Yankee Candle

Gifts Today finds out more…

WoodWick

destination

Chesapeake Bay Fragrance

The London Home Fragrance Show

“An exciting time”

Gifts Today speaks to Home Fragrance Fillers CEO Doug Wrenn and sales &

director Paul

The London Home Fragrance Show

Coffee break

The magic of coming home!

Ashleigh & Burwood

Gifting with meaning

Steph Douglas, founder and CEO of online retailer Don’t Buy Her Flowers, explains why wellness gifting is evolving as consumers prioritise self-care and connection

From self-care

to strong sales

Top 5 Best Sellers

Shop Talk

Marianne Carter

Laura

Owner/Buyer With Love Gift Shops

Sally Ann Palmer

Caroline Ranwell Owner Hugs & Kisses

Clare Collins Shop Assistant Every Occasion

Rebekah Mudie Owner

Daisy Daisy Beautiful Cards & Gifts

Trade Talk

Jonny Greves Director Lesser & Pavey

Sarah Allard-Morgan