Native Partners with World-Renowned Smell Expert to Invite Consumers on a Journey of Scent Exploration

Native, the clean personal care brand, is showcasing how consumers can elevate their daily routines by layering scents from its range of aluminum-free deodorants, body washes, and shampoos. This approach to creating personalized scent experiences is designed to enhance mood and well-being throughout the day.

As part of the Scent Alchemy campaign, Native has teamed up with cognitive neuroscientist Dr. Rachel Herz to educate consumers on the psychological science of scent. Dr. Herz, who has been studying the connection between scent, emotion, and cognition since 1990, emphasizes that fragrances do more than just smell good—they can uplift moods, calm the mind, and evoke powerful memories.

“The sense of smell is unique compared to any of our other senses because it directly connects to the brain areas responsible for emotion and memory,” says Dr. Herz. “This is why a scent can trigger memories, transport you to a different time and place, and evoke the emotions you felt when you first encountered that fragrance.”

Native believes that by mixing and layering their clean personal care products in different scent combinations, individuals can create personalized experiences that not only smell great but also positively influence how they feel throughout the day.

To assist consumers in crafting their own scent routines, Native’s Chief Fragrance Officer, Natalia Lebedev, has curated a collection of popular scents into four unique scent stories: Sparkling Citrus, Balancing Nature, Solar Florals, and Elevated Gourmands. Each story pairs complementary products like deodorant, body wash, shampoo, and conditioner to enhance a specific mood.

  • Sparkling Citrus: Uplifting scents like Citrus & Herbal Musk, Lilac & White Tea, and Grapefruit & Bergamot, designed to help you feel energized and blissful in the morning.
  • Balancing Nature: Soothing and nature-inspired scents like Sea Salt & Cedar, Cashmere & Rain, and Blackberry & Green Tea, ideal for creating a calming and grounding at-home ritual.
  • Solar Florals: Invigorating scents such as Palm Leaf & Agave, Cotton & Lily, and Almond & Shea Butter, perfect for evoking a sun-kissed, beachy vibe.
  • Elevated Gourmands: Creamy and indulgent scents like Coconut & Vanilla, Sandalwood & Shea Butter, and Coconut Milk & Turmeric, promoting comfort and relaxation throughout the day.

“At Native, we believe the scent journey is central to our customers’ experience,” said Natalia Lebedev. “Partnering with Dr. Herz allows us to share the science behind why we pair our scents the way we do, aiming to spark joy and well-being through every use of Native products. Your personal care routine should be a moment of self-care!”

Native is featuring these four scent collections on its Target brand page, encouraging shoppers to experiment with mixing and matching scents to suit their moods.

“Scents that evoke positive emotions can significantly benefit our mental health and overall well-being,” added Dr. Herz. “For instance, the Sea Salt & Cedar scent in the Balancing Nature collection reminds me of being in a cool pine forest in British Columbia. Every time I smell it, I feel instantly restored, calm, and relaxed.”

Native products, including deodorant sticks, body wash, 2-in-1 shampoo & conditioner, and individual shampoos and conditioners, are available at Target stores and online at target.com. Prices range from $10 to $13, and all products are sulfate-free, paraben-free, dye-free, cruelty-free, and vegan.

About Native: Founded in 2015, Native is a personal care brand committed to making clean, effective products from naturally derived ingredients, including deodorant, body wash, lotion, shampoo, and conditioner. For more information, visit www.nativecos.com or follow Native on TikTok, Instagram, or Facebook.

About Rachel Herz: Dr. Rachel Herz is a neuroscientist and leading expert on the psychological science of smell. A TEDx 2024 and TED 2019 speaker, Dr. Herz has published over 100 research articles and several books, and she holds faculty positions at Brown University. She also consults for numerous international fragrance companies.

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