Arkive Headcare is expanding its fragrance line with the addition of a scent enhanced with AromaWellness ‘positivity technology’ to boost the mood of the wearer.
The launch of The Brightside marks the fifth fragrance from the brand, founded by celebrity hair stylist and Pure Beauty Awards judge Adam Reed.
It is the brand’s first standalone scent following the success of four-part fragrance launch, Arkive Makes Scents, in October 2024.
The Brightside, formulated by Arkive in collaboration with CPL Aromas, is said to harness the fragrance house’s AromaWellness technology.
CPL Aromas’ AromaWellness Positivity technology explores the intricate connection between fragrances and human emotions, with performance measured through facial analysis, biosensors, eye-tracking and subjective testing.
It is designed to trigger positive emotions when spritzed and smelled.
“It has ingredients that really change the way you feel,” Reed told Cosmetics Business.
“I truly believe fragrance has the ability to make you feel enlightened, lifted, melancholy, whatever it is – but being able to prove it, I think, is wonderful from a consumer perspective.”
The technology is one that the hairstylist is looking to continue incorporating into his launches, having long spoken openly about his mental health struggles.
Reed explained: “I think any help to look after your head is brilliant, and if it can be proven that it actively makes a difference, and we can still keep it at a really great price point, then absolutely [it will be included].
“So without a doubt, as long as they work, I will keep putting those elements into the product.”
Bright and vibrant notes are balanced in The Brightside by a grounding base in the wanderlust-inspired scent, which features
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