Perfumes Embrace Rain
Fragrance brands are expanding into petrichor scents and heritage offerings for upcoming 2026 trends.
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Key Points
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The term “petrichor” was coined by scientists Isabel Joy Bear and Richard Thomas in 1961 to describe the scent released after rain. The accord has appeared in earlier fragrances, including Le Labo’s Baie 19 and D.S. & Durga’s Big Sur Eucalyptus, before the current wave of launches.
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Fragrance experts connect petrichor’s appeal not only to nature but also to familiarity and comfort. Ellis Brooklyn founder Bee Shapiro said rainy, wet-pavement scents can help consumers “reconnect with nature,” while D.S. & Durga’s David Seth Moltz described rain as “familiar, comforting, and surprising.”
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Guerlain’s L’Heure Bleue is a completely new interpretation rather than a reissue of the original 1912 L’Heure, which will remain available under its existing name and bottle. Perfumer Delphine Jelk said she wanted to capture the blue hour with the “tenderness” of Jacques Guerlain’s historic fragrance.
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Bottega Veneta’s Alta collection contains 10 Eau de Parfums, with pairings that include Italian basil and Bourbon vetiver from Madagascar, blood orange and North African neroli, and Italian white fig with American cedarwood.
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Several Alta fragrances use food and childhood associations to broaden the collection’s idea of Italian identity: Ricordami draws on stracciatella ice cream through milky vanilla, chocolate and oakwood, while darker scents combine Italian saffron with Vietnamese benzoin and Italian plum with Spanish labdanum.
Fragrance brands are shifting toward raw, emotional scents for 2026. Petrichor—the earthy smell after rain—is becoming a major trend, with new launches like Uni Rain and Loewe Smoky Rain tapping into consumers' desire for natural comfort. At the same time, heritage houses are reinterpreting their legacies through global influences rather than simply repeating the past. The Florentine reports that Pitti Fragranze 24, opening in Florence this week, features 290 brands showcasing this new wave of unconventional perfumery.
Why Petrichor Is Becoming Perfumery's Hottest Scent
Petrichor—the word scientists Isabel Joy Bear and Richard Thomas coined in 1961—describes the aroma released after rain. The scent comes from oils plants release and bacteria in soil, creating something earthy and deeply familiar. Earlier fragrances like Le Labo's Baie 19 and D.S. & Durga's Big Sur Eucalyptus used petrichor-like accords, but 2026 marks a flood of new releases centered on this single note.
Fragrance experts connect rain scents to more than nature alone. Ellis Brooklyn founder Bee Shapiro says rainy, wet-pavement scents help consumers "reconnect with nature." D.S. & Durga's David Seth Moltz describes rain as "familiar, comforting, and surprising"—qualities that resonate deeply with people seeking refuge in simpler sensations during uncertain times.
Guerlain Reimagines a 114-Year-Old Fragrance
Guerlain's new L'Heure Bleue is not a reissue of the 1912 original. Instead, it interprets the brand's historic name through "blue hour"—the twilight moment when daylight shifts to darkness. Perfumer Delphine Jelk blended iris, neroli, ambergris, marshmallow and pear to capture this atmospheric idea with what she called the "tenderness" of Jacques Guerlain's legacy fragrance.
The original L'Heure remains available under its existing name and bottle. This approach lets Guerlain honor heritage without retreating into nostalgia. The new version targets consumers who want timeless elegance that feels current, not historical.
Bottega Veneta Expands Italian Perfumery Beyond Tradition
Bottega Veneta's Alta collection of 10 Eau de Parfums pairs Italian ingredients with materials from around the world. One combines Italian basil with Bourbon vetiver from Madagascar. Another blends blood orange with North African neroli. A third pairs Italian white fig with American cedarwood. This "Intrecciato duo" concept—named after the house's signature woven leather technique—breaks narrow definitions of what Italian perfumery can be.
Several Alta fragrances use childhood memories and food to expand Italian identity. Ricordami draws on stracciatella ice cream through milky vanilla, chocolate and oakwood notes. Darker scents combine Italian saffron with Vietnamese benzoin, and Italian plum with Spanish labdanum. The collection rejects a purely traditional approach in favor of global storytelling rooted in Italian craft.
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