In an ideal world where you and I, like Aladdin and Jasmine, could decide how to live, metro travelers wouldn't be sharing the latest from Bad Bunny (with all due respect to Bad Bunny), at full blast with the rest of mortals, nor would the perfect matcha recipe detailed to perfection by the current gastro-influencer - because headphones, why bother? In an ideal world, phone conversations wouldn't resonate in the quiet train cars nor would your flight companion be giving herself a full manicure, from filing to the last layer of top coat (a real story experienced on a Madrid-Paris flight).
In an ideal world, perfumes would only be something pleasant and not a weapon of olfactory destruction as it happens more often than desired, just ask Miguel Bartolomé, Marketing & Communication Manager at Isolée, a boutique specializing in niche perfumery. "I once sat next to someone on a plane who was wearing an overdose of a perfume from one of my favorite brands, which added an extra layer of tragedy to this sad story because it was a scent that I would have liked under normal circumstances. But that gentleman had decided to turn it into a chemical weapon at 30,000 feet. The problem wasn't the fragrance, it was the quantity, the place, and the context. Because a scent suitable for a dinner might not be the best choice on a flight at 7:45 in the morning. There was no escape: seatbelt fastened, tray table up, and perfume turned into an atomic weapon," he recounts.
The fact that the debate on good olfactory manners is more open than ever is related to the fact that perfume itself, both using it and talking about it, is a major trend. This is evidenced by the #PerfumeTok hashtag on TikTok, which is rapidly approaching two million posts, where fragrance enthusiasts share their preferences, discoveries... or complaints - spoiler alert, Miguel Bartolomé's is not alone. This is supported by data from the National Association of Perfumery and Cosmetics (Stanpa) in their latest report on the sector in Spain: in 2024, 2,299 new launches were made globally and consumption in our country increased by 11.3% compared to the previous year. This is further confirmed by a 2025 Coty analysis on the evolution of olfactory context: the Covid lockdown elevated perfume as a vehicle to shape social identity.
Unfortunately, although in an ideal world it wouldn't be the direct consequence, excessive use leads to abuse, as Clara Buedo, perfume expert and author of History of Perfume (ed. Catarata), explains, "there is an increasing demand for long-lasting and projecting scents, especially among young people: Arabs going all out with oud, saffron, spices... There is a strong psychological component behind it, the fragrance announces our presence, it's a way to mark territory, to assert yourself, to show your personality."
The issue is that from discreetly marking territory to having a stink bomb explode in others' noses is just a step away. "Sensitivity and olfactory taste vary greatly, so in enclosed spaces with poor ventilation and where interpersonal distance is small, it's better to be discreet, as our perfume can not only be annoying but even dizzying or cause discomfort," reflects Belén Navarro, Fragrance Developer Manager at Perfumes y Diseño.
For Miguel Bartolomé, "in places with no escape, the scent should behave like a good guest: discreet, polite, and aware that it is not the star of the show." This is well known in Asian culture. "One of the reasons why it is an ancient tradition not to wear perfume is out of respect for others, overwhelming others with our scents is not well seen. In fact, Asian-inspired fragrances are clear, ethereal, with tea, lotus...," points out Buedo.
Olfactory coexistence: a guide to perfume usage or scent code
In pursuit of olfactory coexistence without migraines or dizziness, we seek guidance from experts to shape the ideal world not of Aladdin and Jasmine, but of proper (non-abusive) perfume usage or scent code, as Clara Buedo baptizes it, akin to the dress code in olfactory terms. As Daniel Figuero, perfume expert and author of Contraperfume (ed. Superflua), points out, "just as we wouldn't wear a tuxedo to go to the beach, we wouldn't spray on a dense, nighttime fragrance with high projection for a morning meeting at the office."
Although perfume is very personal and there are no established rules, Figuero advocates for lighter fragrances, fresh, citrusy, or soft floral scents in very enclosed and/or intimate spaces (offices, meetings, close encounters), with notes like bergamot, neroli, green tea, musks, or delicate flowers. "The idea is for the scent to be perceptible only to those who come close, very much in line with Asian precepts of not causing a disturbance," he emphasizes. In larger and more open spaces, according to Miguel Bartolomé, you can turn up the volume with intense accords, spices, resins, and oriental notes "that need space to breathe." However, "always without drenching yourself in perfume, we must not forget that less is more and too much can be overwhelming."
In conclusion, Figuero reflects on what would be his ideal olfactory world: "Social etiquette and common sense should be sufficient for proper coexistence, but, alas, they never are. Self-regulation based on empathy is the best rule and yet, there are people shouting in museums, blasting music on their phones in trains, immediate shoving after landing... Perhaps upon further thought, a slightly more intense perfume doesn't seem so bad."