“Psychologically, scent is closely connected to memory and emotion,” says Sarah Seung-McFarland, PhD, a licensed psychologist who specializes in design and fashion psychology. “We’re living in a highly nostalgic culture, and people are often drawn to things that feel familiar because they are comforting and emotionally reassuring. Even when we’re not consciously thinking about those memories, those associations can affect how we respond to a fragrance.”
According to Dr. Seung-McFarland, part of peach’s appeal is how unintimidating it is. Unlike more complex or heavy fragrances, peach evokes “a sense of ease, which may be especially appealing during periods of stress or uncertainty, when people are looking for small moments of comfort and joy.”
She also finds a fun connection between peach fragrances and the “whimsy” trend, which is all about cultivating a sense of play in your daily life. Peach scents feel bright and upbeat, allowing people to express that side of their personality.
Given that I was a child in the ’90s, during the prior peak of peach (say that five times fast!), it tracks that I’d feel soothed and secure when wearing a peach scent; after all, I wasn’t troubled by the concerns of adulthood, like paying a mortgage, rising gas prices, or raising kids in a social media-dominated world. Life felt easy-breezy, and so did the scents I gravitated to. When I experience a peach fragrance now, I’m instantly transported to a sunny day in 1996, watching Pop-Up Video with my best friends or sneaking into Spencer Gifts at the mall—not fretting over my taxes or avoiding grown-up responsibilities.
How peach is used in perfumery
Peach may be fresh and innocent, but it isn’t childish. Instead, the scent has a unique duality, similar to rose; it can be cheerful and guileless, but still a little sexy, like the proverbial girl next door in all those ’90s rom-coms. It feels like something Cher Horowitz would’ve splashed on before a trip to the mall or a body mist shared by all five Spice Girls on their signature Spice Bus.
Gonzalez agrees, noting that, in the past, peach has been used by perfumers to bring a fruity sweetness to a scent, but next-gen peach fragrances use the note in a different way now. “Modern peach notes feel fresher, dewier, and more fleshy, emphasizing the velvety, lactonic realism of the fruit rather than its sweetness alone,” she explains. “I often use peach because it bridges fruity and floral accords beautifully. It adds a tactile, skin-like presence that helps blend different notes together while bringing a sense of warmth, softness, and playfulness to a composition.”
The reason it feels so deliciously nostalgic, Everett explains, is due to its “creamy, approachable roundness,” which was used in ’90s fragrances to “smooth the bold florals and earthy, fruity florals” of the era. “Today, its return taps into that emotional familiarity—but reinterpreted to be cleaner, juicier, and bolder,” he adds. “It aligns with renewed consumer desire for recognizable, feel-good notes that can also be elevated with contrast and contemporary sensuality.”