The scent of a cleaning product offers both a boost to the user and its environment. It’s no secret that lavender creates a sense of relaxation while the waft of freshly baked cookies creates the allure of a home in a real estate sale. Marketers are using fragrance to gain loyal brand followings and sell products while suppliers are creating novel ingredients for home care formulators to use in the lab.

Household consumers are drawn to fragrances that create an emotional connection and enhance the atmosphere of their home. According to Febreze Master Perfumer Rafael Trujillo, scent is “deeply personal” because it is closely linked to memory and emotion.

“This is why familiar notes like lavender or lemon can have such an immediate impact. People tend to select fragrances that align with the feeling they want in their space, whether that is the cleanliness signaled by fresh linen, the brightness offered by light florals, or the comfort created by warm woods,” he said. “At Febreze, we integrate this understanding of scent biology and personal preference into our fragrance design, offering a wide range of fragrance options so consumers can find the scents that feel authentic to them and the mood they want to create in their space.”

Nicole Lane, associate director, marketing at Agilex Fragrances, told Happi that fragrances that signal cleanliness and freshness are the most appealing to consumers.

“Citrus scents, in particular, dominate the household cleaning market, with lemon being the leading fragrance note. Lemon is often described with adjectives such as fresh, sparkling, refreshing, breezy and crisp, all of which reinforce the perception of cleanliness,” she explained. “Meanwhile, lavender fragrances hold strong appeal within the disinfectant spray category, as they evoke a sense of calm, relaxation and reassurance while still communicating efficacy and cleanliness.”

Overall, consumers are drawn to fragrances that not only make their homes smell pleasant but also convey freshness, cleanliness and emotional comfort, according to Lane.

Agilex delivers custom fragrance solutions tailored for a wide range of home care products, including dish soaps and countertop sprays.

According to Heather Pitarresi, senior director creation and development, Agilex’s portfolio spans both synthetic and natural ingredients, featuring fresh essential citrus oils—such as lemon, orange and grapefruit—that evoke cleanliness, as well as on-trend, sustainable innovations like Dreamwood by dsm-firmenich.

“Beyond meeting olfactive expectations, we offer advanced technologies that elevate performance. For example, our Clearsense malodor counteractant provides effective and instant odor neutralization, making it ideal for tackling common kitchen odors,” Pitaressi added.

“Fragrance is a huge part of how people experience home care. It signals ‘clean’ in a really personal way. For most of us, it’s not just about getting something spotless, it’s about how that clean space feels,” said Ryan Lupberger, founder of Clean Cult, an indie cleaning brand that just expanded into Whole Foods. “A bright, fresh spritz of Lemon Verbena all-purpose cleaner can bring energy to the kitchen, or a pump of wild lavender dish soap can make washing up at the end of the day feel calming instead of like another chore.”

He continued, “At Clean Cult, we think about scent as both sensory and functional. Our products are formulated to perform exceptionally well and we want them to feel good to use. We use naturally inspired, modern scents that are familiar but elevated: something you actually look forward to having in your home.”

Clean Cult’s products span from liquid dish soap refill in Lemon Verbena to dishwasher tablets in Fresh Scent.

Meanwhile, a new study commissioned by CLR Brands builds upon last year’s “Love Campaign” research, expanding the focus from cleaning relationships in romantic partnerships to cleaning relationships between parents and their children, as well as among roommates.

“Beyond understanding how consumers use our products, we are interested in how people think, act and feel about cleaning,” Jaci Volles, chief marketing and strategy officer at Jelmar, said in a press statement. “This new research examines not only the mindset and behaviors surrounding cleaning, but also the emotional elements, revealing the tensions and connections that shape how cleaning influences our relationships and daily lives.”

Fragrance plays such an important role in homecare, where is signals a freshly cleaned space and also provides a sensory lift to everyday routines.

A new survey commissioned by Mrs. Meyer’s found that more than half of Americans (53%) say unpleasant scents make it harder to relax, while 46% say pleasant scents help them recharge, showing just how powerfully fragrance shapes the atmosphere and mindset at home.

According to a spokesperson speaking on behalf of Mrs. Meyer’s Clean Day, whether it’s through a multi-surface cleaner, dish soap, hand soap or its new premium scented oil diffuser, fragrance can make cleaning and the home feel more uplifting and intentional.

Scent and Memory

The scent of a cleaning product often triggers memories. This past November, cleaning brand Pine Glo promoted The Reminiscents Project, which was inspired by research linking scent and improved memory. Pine Glo donated a full suite of its disinfectant cleaning products, including its lavender-scented purple cleaner to assisted living and memory care facilities across Eastern Wake County, NC and beyond.

Researchers have found that scent may play a surprising role in keeping memories alive. A 2023 UC Irvine study reported that seniors exposed to a variety of scents during their sleep saw a 226% improvement in short-term memory, highlighting just how powerful smell can be in preserving and sparking memory.

“Our goal has always been to keep families safe and healthy with reliable, affordable disinfecting power,” said Matthew Diehl, president of Pine Glo. “With The Reminiscents Project, we’re taking that one step further by using scent as a bridge to memory, and honoring the resilience of Alzheimer’s patients and their caregivers.”

The Future of Fragrance

Febreze will soon announce its Scent of the Year for 2026. Last year, it was Vanilla Suede.

“We have in-house perfumers and scientists who ensure we can safely and reliably blend our core technologies with highly desired fragrances. This includes OdorClear technology in Febreze, which helps fight tough household odors while still delivering a beautiful scent experience,” Trujillo told Happi. “With our fragrance experts and formulation teams working side-by-side, we can deliver iconic scents like Dawn Ultra’s classic fragrance and bring seasonal and specialty fragrances to brands like Mr. Clean and Febreze.

Experiential and emotionally driven scents are becoming a major growth driver in the home care category. According to Lane of Agilex, this trend reflects a broader shift in consumer behavior.

“Cleaning is no longer viewed solely as a chore but as an uplifting, sensory experience, similar to the transformation seen in the laundry category with the introduction of more sophisticated scent profiles,” she said.

Leading brands like Clorox and Lysol are responding by combining disinfecting power with unique, long-lasting fragrances that elevate everyday cleaning routines. In 2025, both brands introduced lavender-inspired scents, Clorox Scentiva Lavender & Jasmine and Lysol Brand New Day Lavender & Cotton Blossom, which showcases the growing demand for fragrances that balance cleanliness with calm and comfort.

Watery and marine-inspired scents are also emerging as a major trend, favored for their fresh and airy qualities, added Lane. A strong example is Lysol Air Sanitizer in Beachside Waves, which captures the sensation of oceanic freshness in an everyday cleaning product.

At the same time, woody and nature-inspired scents are gaining traction for their grounding and gender-neutral appeal. Recent launches such as Trader Joe’s Bergamot & Vetiver Multipurpose Cleaner (which sold out immediately) and Lysol’s Woodland Escape highlight growing consumer interest in more sophisticated fragrance profiles within the cleaning aisle.

Looking ahead, the dish soap category is poised for significant scent-driven disruption, Lane told Happi.

According to Mintel, 54% of US consumers are interested in dishwashing products with premium fragrances, signaling an opportunity for mass brands to offer affordable luxury through scent. While brands like Palmolive and Dawn have experimented with limited-edition scents such as Summer Watermelon and Gingerbread, there remains untapped potential for innovation in this space.

“Overall, the future of home care fragrances lies in transforming routine cleaning into an enjoyable, sensorial experience—one that connects functionality with emotion, freshness with personality and cleanliness with self-expression,” Lane noted.

According to Lupberger at Clean Cult, marketers across industries are seeing a real shift toward products that reflect consumer values.

“Design-led sustainability is having a moment. Shoppers today are becoming more intentional about their purchases, choosing brands that are transparent, sustainable, and aligned with how they want to live,” he told Happi. “That extends to scent, too. Customers are looking for fresh, natural fragrances that feel authentic—not synthetic or overpowering. At Clean Cult, we work to make effective, low-waste products that smell as good as they perform, and that make sustainability feel effortless and natural in everyday life.”

There’s continued interest in fresh, garden-inspired scents that bring a sense of calm into the home, according to Mrs. Meyer’s Clean Day. These bright notes add a naturally uplifting touch to everyday routines.

Further, the brand said consumers are craving more “expressive, elevated florals that feel personal,” such as its once limited-edition Daisy scent, which blends the brightness of lemon and fresh florals, mixed with the creaminess of vanilla.

“The enthusiasm around Daisy has inspired us to bring it back year-round in 2026, reflecting the broader direction homecare fragrance is moving in,” said the spokesperson for the SC Johnson-owned brand.

As brands look for creative ways to expand product categories, many personal care and fragrance labels are entering the space, driven by consumers who are extending their fragrance layering routine beyond the body and into the bodies of their “other half”— their cars.

“When we look at future trends in home care, one of the clearest shifts is the growing desire for more sophisticated fragrance experiences,” noted Trujillo of Febreze “Consumers are no longer satisfied with simple, single-note scents; they’re gravitating toward fragrances that are multi-dimensional, thoughtfully composed, and able to elevate the atmosphere of their living spaces.”