Fragrance Reporter: Matcha

Fragrance trends reflect the evolving tastes of today’s consumer, often times closely mirroring the literal “flavor” of the social scene.

Culinary influences have always inspired fragrance trends, exposing consumers to exciting new ingredients and expanding the sensory palette in profound and provocative ways.

When it comes to the most desired and trendy of these flavor-inspired ingredients, the fragrance mantra of the moment is, “Make it a Matcha!”

Green Is the New Black

When it comes to buzzy energy drinks, green (tea) is the new black (coffee). Specifically, matcha, a type of green tea made by whisking finely powdered whole tea leaves, has been taking over cafes in New York (home of the MatchaBar), San Francisco and Boston.

The vibrant green drink, known for its high antioxidant content and roots in Far East rituals, has become the new “green juice” health craze of celebrities. Gwyneth Paltrow, Kiernan Shipka, Ashley Olsen and Ansel Eigort have all been spotted sipping green tea and sharing it on Instagram, while models took to drinking matcha shots during Fashion Week.

Matcha Madness

Matcha is everywhere, and has been around for centuries. Matcha tea dates back to 1191, when a Japanese Buddhist monk brought tea seeds to China and helped develop the idea of drinking tea for good health. Beyond the nutritional benefits, these monks also used Matcha as a meditative practice.

This mindful timeout is part of matcha’s appeal and the manufacturer’s marketing strategy for targeting the over stimulated, iPhone-attached brains of American consumers.

The “perks” of drinking matcha tea, touted for creating an “alert calm,” are potent, including a high level of cancer fighting antioxidants and metabolism boosting nutrients. Like kale and pomegranate before it, matcha is making waves as the new superfood.

The New York Times, New York magazine’s The Cut, the New York Post and Style.com have all published pieces on how trendy matcha has become and will continue to be.

Matcha’s popularity has broadened beyond just tea. Cosmopolitan has a host of matcha recipes including cupcakes with matcha frosting, a pomegranate blueberry matcha slushy and chocolate matcha energy balls. New York’s trendy doughnut shop Doughnut Plant even offers a matcha doughnut.

The Matcha Movement

The Matcha Movement has also taken the “scentsory” world by storm, becoming one of the fastest growing fragrance trends. The amazing color, health and wellness aspects of the tea, as well as its rich cultural history, are right on trend.

Matcha is also valued for use in cosmetics and toiletries due to its high level of antioxidants and other feel-good benefits.

Moisturizing, rejuvenating and therapeutic, the magic of Matcha Green Tea has been used for over a century and continues to shine in an array of products including:

• Skin Detox Clarifying Facial Treatment Mask with Organic Matcha Green Tea (GoddessVerde)
• Green Tea Shampoo with Matcha Green Tea, Ginseng & Sweet Almond Protein (Aubrey Organics)
• Camu Camu Matcha Face Wash (CT Organics)
• Matcha Green Tea Butter (Camden-Grey)
• Japanese Matcha Tea Facial Mask (Pangea Organics)
• Andrew Weil’s Matcha Bath Soak (Origins)

Matcha Muse

When it comes to fragrance trends, consumers are “going green”. Matcha green tea will continue to color the sensory landscape and be the muse for future aromatic creations.