# Serene Matcha Fragrances Fugazzi's MATCHABUYA Has Notes of Lemongrass, Hinoki & Seaweed By Laura McQuarrie | Published 2026-01-27 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/matchabuya References: [instagram](https://www.instagram.com/p/DT8CQaMjYHn/?img_index=2) & [fugazzifragrances](https://fugazzifragrances.com/products/matchabuya?_pos=1&_sid=541fc9545&_ss=r)  MATCHABUYA is a fragrance tailor-made for matcha lovers, and it's exclusively available in [Fugazzi's](https://www.trendhunter.com/trends/scented-body-mists) flagship stores in Tokyo and Amsterdam. MATCHABUYA begins its story through scent with clarifying matcha brightened by bergamot and lemongrass, then deepens into a tranquil forest of hinoki and cedarwood before settling into a clean base of musk and briny seaweed that evokes the serene feel of Japanese temples and traditional bathhouses. The demand for sweet, edible-smelling perfumes has skyrocketed with the rise of diet culture, but with the rise of [gourmands](https://www.trendhunter.com/trends/kd-home-fragrances), consumers are after more than just over-the-top sugary scents. Complex, sophisticated blends that capture unexpected culinary nuances and layered depth are sought-after, and within this category, matcha has emerged as an in-demand note for its earthy, slightly bitter, and uniquely comforting qualities that express green freshness and grounded refinement. ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 82% | Activity: 86% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Matcha Fragrance Evolution:** Leveraging the emerging preference for earthy and sophisticated scents, matcha fragrances are capturing consumer interest with their unique blend of green freshness and complex depth. - **Gourmand Scent Sophistication:** A shift towards complex gourmand fragrances is leading to increased demand for scents that incorporate nuanced culinary profiles beyond traditional sweet and edible notes. - **Natural-inspired Aromas:** The rise in popularity of aromas inspired by natural elements speaks to consumer desires for scents that evoke tranquil environments and holistic experiences. ### Where This Applies - **Fragrance Industry:** Innovations in natural and sophisticated scent compositions are reshaping the fragrance industry towards more environmentally inspired and complex offerings. - **Luxury Retail:** The exclusive availability of niche fragrances in flagship stores presents opportunities for luxury retailers to differentiate their in-store experiences. - **Wellness and Personal Care:** The integration of tranquil and natural scent notes into products aligns with the wellness industry's emphasis on holistic sensory experiences. ## Related on Trend Hunter - [Milky Matcha Fragrances](https://www.trendhunter.com/trends/milk-matcha-by-obvious.md) - [Matcha-Scented Dry Shampoos](https://www.trendhunter.com/trends/batiste-light-dry-shampoo.md) - [Japanese Dessert Fragrances](https://www.trendhunter.com/trends/memories-of-japan.md) - [Refreshing Matcha Fragrances](https://www.trendhunter.com/trends/matcha-ice-cream-extrait-de-parfum.md) - [Multidimensional Musk Fragrances](https://www.trendhunter.com/trends/kayali-freedom.md) - [Electrolyte Body Mists](https://www.trendhunter.com/trends/fresh-body-mists.md) - [Priming Matcha Cleansers](https://www.trendhunter.com/trends/matcha-cleanse.md) - [Joyful Fresh Fragrances](https://www.trendhunter.com/trends/aqua-media-cologne-forte.md) - [Painterly Gourmand Fragrances](https://www.trendhunter.com/trends/sweet-almond-blossom.md)