# Sustainable Ritual-Inspired Fragrances Herbcraft Perfumery's Memoria Boasts a Mystical Inspiration By Jana Pijak | Published 2020-08-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/herbcraft-perfumery References: [herbcraftperfumery](https://www.herbcraftperfumery.com/memoria) Herbcraft Perfumery's Memoria scent is part of the San Francisco-based brand's Spirits of Space collection -- also featuring the Ceremonia fragrance. Founded by perfumer and aromatherapist Mauricio Garcia, the Latinx-owned company specializes in [artisan fragrances](https://www.trendhunter.com/trends/immortal-perfumes) that are also sustainably sourced and free from vulnerable materials. Each of Herbcraft Perfumery's scents are inspired by [ancient rituals](https://www.trendhunter.com/trends/santu) and founder Mauricio's childhood in his grandmother's garden. Each is also said to "invoke and shape the energetic and physical space around the wearer" and tells a different multifaceted story. Memoria is a bold and refreshing scent that pairs dominant bergamot, juniper, wormwood, fir, fog and pine notes with mint, cypress, honeysuckle, amber, cedar, tree moss, roasted marshmallow and [smoke](https://www.trendhunter.com/trends/smoky-gourmand-fragrance). The result is a complex fragrance that is also eco-friendly thanks to Herbcraft Perfumery's founding membership in the Coalition of Sustainable Perfumers. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 41% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Sustainable Fragrances:** The trend of creating fragrances using sustainably sourced ingredients, free from vulnerable materials, is disrupting traditional perfume making. - **Ritual-inspired Scents:** The trend of crafting scents inspired by ancient rituals creates a unique offering for customers seeking a deeper connection to their fragrance selections. - **Multifaceted Fragrances:** The trend of creating complex fragrances that tell a story, featuring a variety of notes, creates a unique and personalized experience for each wearer. ### Who This Affects Most - **Perfume Manufacturing:** Manufacturers can differentiate their products by using sustainable ingredients, inspiring ritualistic experiences and adding complexity to their fragrances' blends. - **Sustainable Beauty:** The trend towards the use of eco-friendly materials is disrupting the cosmetic industry and creating opportunities for brands exploring sustainable practices. - **Artisanal Fragrances:** Crafting fragrances using unique storytelling, personalized notes and sustainable ingredients can disrupt traditional fragrance manufacturing and create a more meaningful experience for consumers. ## Related on Trend Hunter - [Zen-Inspired Fragrance Pairings](https://www.trendhunter.com/trends/handcrafted-perfume.md) - [Resinous Earthy Fragrances](https://www.trendhunter.com/trends/copal-de-terre.md) - [Ghostly Spiced Fragrances](https://www.trendhunter.com/trends/poltergeist-eau-du-parfum.md) - [Ritualistic Wellness Fragrances](https://www.trendhunter.com/trends/free-yourself.md) - [Artfully Scientific Perfumes](https://www.trendhunter.com/trends/immortal-potion.md) - [Next-Gen Emotive Fragrances](https://www.trendhunter.com/trends/lore.md) - [Herbaceous Floral Fragrances](https://www.trendhunter.com/trends/aesops-aurner.md) - [Mexican Aromatherapy Candles](https://www.trendhunter.com/trends/santu-beauty-candles.md) - [Concentrated All-Day Fragrances](https://www.trendhunter.com/trends/retrospect-by-merit.md)