Meet The Mystical Fragrance Note Popping Up In 'Wellness Perfumes' (2024)

Fragrance is so much more than a mere personal accessory. Ancient history is ripe with examples of scents being used for their mystical properties. The Egyptians reportedly harnessed the aromas of thyme, cedar, and myrrh for burial ceremonies, believing it could aid in the journey to the afterlife. The Romans sprayed perfume to ward off evil spirits, and in the Middle Ages, fragrant oils were believed to have healing properties.

Flash forward to today, and we’re once again turning to scent for reasons other than to simply to smell good. “In the midst of significant turmoil—a global pandemic, increased isolation, and widespread anxiety—fragrance has once again emerged as a comforting force,” explains Walter Johnsen, Vice President of Product Development at InterParfums.

And there may be no better example of this than palo santo.

You may have heard this name before. For centuries, palo santo has being tapped for its mystical properties—a piece of wood set ablaze in order to create a cleansing smoke, similar to burning sage. Given its identity as the ultimate purifier of bad energy, it makes sense that that this smudging superstar is trending again now. "In our post-pandemic world, a new generation of consumers has discovered the ancient powerhouse and its supposedly healing essence," explains Johnsen. And its newfound prevalence as a primary note in both fine fragrances and beauty products is proof-positive that palo santo has migrated from "woo-woo" to "woah, yeah."

What makes it such an appealing choice for fragrance makers and wearers alike? Ahead, experts weigh in on this ever-growing trend.

What is palo santo?

The term refers to the wood from trees of the same name native to South and Central American countries such as Peru, Venezuela, Ecuador, Costa Rica, and Nicaragua. “The name translates to ‘holy wood,’ and it produces a smokey, rich-scented resin that’s been used by indigenous peoples for spiritual and medicinal purposes,” says Giselle Wasfie, DACM, a doctor of acupuncture and Chinese Medicine. “These ancient rituals center around using palo santo to help clear negative energy and soothe stress, and have since inspired Westerners to explore using the wood for similar purposes.”

Why is it palo santo trending now?

The easiest way to chart palo santo's journey from smudging to spritzing is think of it as one of many notes emerging as part of the recent trend of wellness fragrances. Nearly ever major fragrance development house now has a division dedicated to crafting scents meant to help with everything from improved concentration, to better sleep, to less anxiety. "Consumers are on the hunt for products that go above and beyond perfume's standard job description and offer physical and mental health and wellness benefits," suggests fragrance expert and CEO of Luxury Scent Box Leila Zagwolsky. This could explain why palo santo, used in past as a base note, is now emerging as a star player.

Actor and entrepreneur Ashley Tisdale, who made palo santo the primary focus of the latest collection for her personal care and home brand Being Frenshe, echoes these sentiments. “I think people are craving more inner peace—they want to experience the grounding presence they feel when they’re in nature, and a woody note like palo santo is a way to bring that to your day-to-day life,” she says. “It’s deeply centering and relaxing, a cue to take a breath and stay present in the moment,” she adds.

Zagwolsky compares the warm, woody note to others with innately calming powers, like lavender and chamomile. And from a practical standpoint, palo santo is also unique in its versatility, another reason it’s popping up in more products than ever, she adds.

What does palo santo smell like?

The note is an easy one to love. “It’s a complex blend of subtle woody essence, citrus, and mint, reminiscent of frankincense or myrrh,” says Johnsen. Zagwolsky adds that it has a touch of sheer smokiness as well, likening it to the fresh wood-burning aroma of a fireplace, with a touch of sweetness and citrus. “It adds a coziness and depth to a fragrance, helping to balance any other combination of citrus, florals, or fruit notes,” she says.

Tisdale's Present & Grounded Palo Santo Sage line, for example, uses notes of bergamot zest, ylang ylang, and sheer musk, with the palo santo bringing these powerful notes together in a very wearable way. It skews neither traditionally feminine nor masculine, a point that Zagwolsky is also quick to make, adding that palo santo is often found in gender neutral fragrances. Case in point: The Carner Barcelona Palo Santo Eau de Parfum, which combines the namesake ingredient with gourmand notes of caramel and tonka bean, is universally-wearable and capitalizes on palo santo’s cozy, calming warmth.

Fun fact: The nuance of palo santo’s scent changes based on the lunar cycle. “Palo santo’s oil production is influenced by the moon," says Johnsen. "During the new moon, the wood yields a smaller quantity of light oil, while during the full moon, it produces a more abundant, deeply-scented version.”

The bottom line: Palo santo is worth a go

Whether or not you need an energy reset, palo santo is a warm, inviting note that works as well in a home fragrance like a candle as it does in a perfume. And you’ll reap palo santo’s aromatherapeutic benefits—those calming vibes—no matter how you use it.

So take your pick: Swipe on a body lotion, suds up with a shampoo, spritz a little perfume. (Maybe even smudge a palo santo stick while you’re at it.)

Regardless of the palo santo product you pick, a little more chill, grounded energy is something we all could use these days. Plus, you’ll smell darn good. Win-win.