It’s no secret that scent is one of our most powerful senses. Unlike sound or touch, smell is processed in an area of the brain that has a direct connection to the amygdala, which plays a role in emotional memories. As a result, a spritz of a much-loved perfume from the past (two words: Anais Anais) can transport the mind and lift the spirits. But can fragrance really heal?
Founded by Yasmin Sewell, the fashion multi-hyphenate whose midas touch has seen her work with Browns and Barney, and as VP of Style and Creative at Farfetch, the new line of five fragrances has been designed as “playful mood boosters, a way of integrating positive energy into everyday life”, she says.
And what might have been a difficult product to launch a few years ago before wellness became the US$1.5 trillion industry it is today, Sewell believes people are becoming more open to her “multi-dimensional well-being line”.
