It’s easy to dismiss this emerging category as just another upsell or a cheeky one-plus-one combo, but it suggests that, like skincare, wearing fragrance is becoming a ritual of intention and indulgence instead of an afterthought. “Simply spritzing isn’t enough; dedicated fragrance lovers are exploring ways to prep skin, layer scents, and enhance longevity. Applying a balm to pulse points or warming between your fingertips creates a tactile, intentional experience during a busy morning or after a long day,” says Louise Whitbread, a London-based beauty trend forecaster and brand consultant.
Branded balm and primer collections aimed at enhancing scent’s staying power are only now entering the conversation, but the girlies on #FraganceTok have been doing the lord’s work by sharing tried-and-tested hacks for a long time. These include dousing yourself in moisturiser, amber or sandalwood oil, or applying Vaseline underneath your fragrance of choice to extend its hold on your skin.
Sana Idris, a fragrance expert who regularly posts in-depth reviews, discoveries, and insights about the science of scent, says that people are so drawn to multi-step skincare routines that it feels natural to extend that thinking to perfume. Idris, however, says you probably don’t need to make a new purchase to do so. “I’ve tried a couple of fragrance primers and balms, and while they feel luxurious, a good unscented moisturiser or Vaseline gave me similar results in terms of longevity. Branded balms stand out for texture and packaging; it’s more about the experience than pure function,” she explains. They are positioned to redefine perfumes without actually changing the fundamental product and, instead, add the narrative of a ritual around its use. It’s a status beauty buy—there’s something out there that’ll do the job for cheaper, where’s the indulgent satisfaction of buying yourself little treat in that?
Rajiv Sheth, perfumer and founder of All Good Scents, thinks primers that genuinely increase the tenacity of a fragrance on your skin are worth a try, particularly if it pushes this ritual. “There is a lot of time given to beauty and very less to fragrance, because so far it’s been a last accessory; you just spray it and go out. But it is an extension of your personality and about self-expression,” he says.
When choosing a primer, he suggests opting for something more neutral so it does not disturb your fragrance or the olfactive pyramid you want to use and, instead, absorbs it to make it last longer than it normally would. These can be particularly effective when it comes to maximising the lifespan of mists or certain olfactive families, like fresh and aromatic fragrances that don’t stay around beyond a few hours, notes Sheth.
Do people need another pretty product on their bathroom counter to guiltily ignore? Probably not. But does the most luxurious product on your beauty shelf deserve its own little routine? As an advocate of little treats, I say yes.
