Matcha, a powdered green tea central to Japanese culture, has surged in Western popularity, extending from drinks to perfumes amid shortages and rising prices. Experts describe it as a natural shift from self-care beverages to wellness scents. Recent launches include Phlur’s Matcha Milk Body Mist and Kayali’s Freedom Matcha Musk 45.
The matcha craze, which has led to supply shortages and higher prices, now influences the fragrance industry. “Matcha tea became the drink of choice for the self-care moment versus the jittery caffeinated boost of coffee,” Linda G. Levy, president of The Fragrance Foundation, tells Vogue. “So matcha fragrance is a natural extension of the lifestyle trend into wellness and beauty.” The earthy green tea note is gaining traction with new releases focused on layering and personalization across price points. Le Labo launched its bestseller Thé Matcha 26 in 2021, blending fig, bergamot, bitter orange, sesame, cedarwood, vetiver, and matcha tea accord for a woodsy, creamy skin scent inspired by Japanese forests. Maison Margiela’s Matcha Meditation, once a cult favorite, has been discontinued. Phlur’s Matcha Milk Hair & Body Mist, debuted last month, mixes bergamot zest, black tea accord, matcha, macadamia milk, warm vanilla, musk, amber, and patchouli. “Our body mists are designed with intention, offering complexity and nuance while still being easy-to-wear,” says Phlur creative director Chriselle Lim. Nordstrom beauty director Autumne West praises it for playing with intensity and texture. Kayali’s Freedom Musk Matcha 45, released last autumn, features matcha, maté, green apple, oat milk, sweet musk, bergamot, vanilla, and caramelized praline. Founder Mona Kattan developed it over 45 iterations, overcoming initial reservations about matcha’s earthiness. Other options include Liis Rose Struck with cassis, tangerine, matcha tea, damask rose, and rose centifolia; Le Monde Gourmand Thé Matcha with green tea, freesia, and amber; Atralia Matcha Latte with vanilla blossoms, cotton milk, anise blossoms, matcha, toffee, licorice, tonka beans, and musk; and Nette Thé Vanille with vanilla, green tea, salt accord, cardamom, turmeric root, orris, magnolia flower, and cedarwood. Levy notes that notes like caramel, praline, milk, salt, ginger, and woods pair well with matcha to enhance or contrast its profile. Selections were based on notes, projection, expert input, personal tests, and reviewer insights.