Scenting Your Wedding Isn't Just a Luxury, It's a Form of Art—Here’s How to Perfect It

      As a beauty journalist, the flood of inquiries I received leading up to my wedding last year was anticipated. People were curious about who would be doing my makeup, what hairstyle I planned to wear, what skin treatments I intended to have before the big day, and naturally, what fragrance I would select. Given my well-known love for perfumes, I expected to encounter these questions almost daily for an entire year. Fragrance is something people adore, and I am no exception. However, one particular question struck me due to its casual delivery and has lingered in my mind. While chatting with colleagues at a café, when the subject of my upcoming wedding came up, one colleague delicately lifted her teacup from its saucer and asked, “So, who is doing the scenting?”

      Having been in the fragrance industry for a decade, I had heard about scented weddings before, but I always thought they were a luxury for those who don't mind spending a lot. While I didn’t hire anyone to “scent my wedding” (though some brands, such as Jo Malone London, offer this service), I had put significant thought into the fragrances I wanted present on my special day. After all, as a beauty director who specializes in scent, I understand its powerful impact.

      A year later, I’m delighted that I embraced the importance of scent on my wedding day. The aroma of my wedding candle brings a sense of tranquility, and when I spritz on my wedding perfume, it fills me with happiness. This isn’t just a sentimental feeling; there's scientific backing too. When I consulted Saak Ovsepian, a neuroscientist and professor at the University of Greenwich, about the significance of scent during major life events like weddings, he explained that the brain's hippocampus—responsible for memory encoding and retrieval—is activated by smells. This connection allows scent to evoke strong emotions and memories.

      Using fragrance on your wedding day effectively creates a mental time capsule of the experience. While this has always been true, the trend of scented weddings has gained traction. With Mintel estimating the UK perfume industry's worth to be around £1.7 billion, projected to exceed £2 billion by 2029, it’s clear there’s a growing interest in fragrance which is now influencing wedding planning.

      Emma South, a fragrance and lifestyle expert at Jo Malone London, notes, “There is an increasing appreciation for sensory details that can’t be conveyed through a screen.” In this digital age, the tangible experiences of touch, taste, and smell have become more valued. Social media plays a significant role in raising awareness about customized wedding fragrances, but often, it is the actual scented weddings that leave a lasting impression; many consumers report booking consultations after attending a memorable wedding.

      So, how can you ensure your wedding scent is just right? Emilie Bouge, a perfumer from Trudon, states that “there are no rules in perfumery; choose scents that resonate with you.” While this is true, keeping a few considerations in mind will help make a lasting impression on both your guests and your memories. From candles and perfumes to reed diffusers and scented stationery, here's how to approach it.

      **Perfume**

      When planning your wedding scent, your own fragrance choice should take precedence. The scent you choose will likely set the mood for all the fragrances you want to surround yourself with. South emphasizes, “To find the perfect scent that you’ll always remember, consider three main aspects: your day, your current fragrance preferences, and how you want to feel.”

      My recommendation? You have two options: wear a familiar scent that holds special meaning for you or find a new one to associate solely with your wedding day for years to come. If you choose the first option, I suggest turning the selection process into an event. My husband and I gathered my favorite fragrances and went through them together. Remember, the choice of wedding scent is a shared experience with your partner, so it’s lovely to engage in it as a team.

      If you're looking for a new perfume, think about how it will influence your mood on the day. Align the fragrance with your wedding plans and select scents that complement your existing choices. South suggests that your wedding theme—whether it’s the setting, season, flowers, or colors—can guide your fragrance selections. For instance, if you’re using romantic flowers and a soft color palette, fresh floral perfumes may appeal to you. In contrast, if your theme includes neutral tones and dried florals, creamy sandalwood scents might be more suitable.

      Ultimately, my main advice for your wedding-day perfume is straightforward: select whatever you love most. Don’t get too bogged down by intricate notes—make it a fun occasion to pick, and ultimately go for the scent that feels the most personal.

      Once you’ve chosen your perfume, other scent-related decisions will fall into place more easily. If you’re unsure where to begin, I genuinely believe that you can’t go wrong