By: Nina O'Neill | September 19, 2025
Have you ever smelled something that transported you somewhere else? Perhaps to a time of year, when the air is cooling down and the leaves begin to turn. Maybe to a particularly memorable summer, vibrant and mystifying in the way that makes you feel like a kid again. As our brick and mortar store, Merz Apothecary, celebrates its 150th year in business, now is a better time than ever to embrace nostalgia.
Whether they are fond or bitter, memories can often entangle themselves with our sense of smell. The relationship between scent and memory is something that has been studied for nearly a century. In 1935, psychologist Donald Laird asked the question “What can you do with your nose?” and posed the argument that humans have a stronger olfactory system than accredited for. The science behind this phenomenon is due to how close the olfactory nerve is to our brain. If we were to look at a map of the human brain, you will see that the olfactory cortex, the amygdala, and the hippocampus are very close together. When you smell something familiar, it activates the olfactory cortex which identifies what a smell is. The amygdala then generates an emotional response, and the hippocampus retrieves memory associated with both the identified smell and the emotion it triggers. When a memory is important enough, it is meticulously stored in the hippocampus indefinitely, like a very organized file drawer, which is why smelling something familiar can make us recall something that we experienced years or even decades prior. Rest assured, the new laundry detergent you bought that reminds you of your high school ex is not an indication that you’re going crazy.
But what happens when a scent is made with the intention of capturing a time, place, or even an inanimate object? Here at Smallflower we carry an ever expanding collection of niche fragrances, some of which have popularly been known to induce feelings of nostalgia. Here are five fragrances that powerfully capture the relationship between smell and memory.
Steamed Rainbow by D.S. & Durga
Damp, sweet, and magical. This fragrance smells like the memory of being a little kid, barefoot in wet grass, running through the sprinkler on a hot summer day. This is an uplifting, fresh, and citrusy petrichor that captures the essence of a vibrant rainbow after a heavy storm. The perfumer's dedication to the rainbow extends beyond concept, as even the notes in this fragrance stand for ROYGBIV: Red Mandarin, orange, yellow elemi, green cedar, blue almond flower, grass, violet, vetiver, and vapor. Best worn for those days when you want to re-experience childlike joy and whimsy.
Kewpie Doll by Pearfat Parfums
Moving from late August to early September, Kewpie Doll by Pearfat marks the end of summer, when the air is thick, the breeze is warm, and the tomatoes on the vine are ripe and juicy. While there are more tangible notes listed in this fragrance such as sweet basil, calabrian bergamot, new vinyl doll, summer blooms, and tomato leaf, there are a couple of conceptual notes such as “cherub cheeks” and “nana’s back porch.” Kewpie Doll balances green aromatic ripeness, with an old powdery plastic that you would encounter while sitting in an old vinyl chair, playing with vintage barbie dolls. Best worn for when you are feeling nostalgic for nana’s back porch.
Thumbsucker by Stora Skuggan
Sweet, bitter and waxy, Thumbsucker reminds us that when we are feeling our lowest, we search for comfort in the familiar. This scent was created as a hangover soother, the name referring to the first way we learned to soothe ourselves (by sucking our thumbs). This is a honeyed bitter almond, with powdery violet, cherries, and beeswax. It smells like the aroma of your rich auntie's lipstick when she leans in for a hug and a kiss on the cheek. Best worn for remembering the first time you played with your mothers makeup.
Warm Bulb by Clue Perfumery
Hot dust burning on a warm lightbulb. Warm Bulb has become a modern cult-classic in the fragrance community, revered for its dedication to recreating the smell of incandescent heat. With notes of dust, steam, black pepper, paper, immortelle and tobacco, it’ll remind you of the smell of the radiators turning on when the seasons change. Its toasty ambery vanilla base will remind you of the smell of the oven when you’re baking sugar cookies. Best worn for when you want to cozy up with a blanket, and reminisce over Pillsbury Halloween cookies.
Last Season by Meo Fuscini
As the leaves change color, and the wind sharpens, it is time to say goodbye to summer. Last Season serves as a way to find our bearings as we transition into the colder months. This damp, mineralic, earthy fragrance replicates the smell of decaying leaves on the ground beneath our feet. Perhaps it was only raining, or maybe the forecast for snow came a little bit early this year, but the ground is damp and it only makes the leaves smell stronger. This scent features notes like hay, canadian pine, alga fucus, patchouli, oakmoss, tobacco, leather, and castoreum. Best worn for yearning over the ghosts of autumn's past.
Explore hundreds of unique niche fragrances, sourced by experts, at Smallflower.com.
