Scent Culture in Europe with Claudia
Deel
How the world smells different: scent culture in Europe
For over twenty years I lived in Spain, a country where scent meets you everywhere – on the street, in homes, in shops, even in the air on warm summer evenings. Since returning to the Netherlands, I've noticed how differently scent is experienced here. More subtle, fresher, more functional.
Scent has always been more to me than a pleasant aroma. It’s a form of coming home, of remembering, of connection. In my work as a scent consultant, I see daily how scent evokes atmosphere, emotion, and even trust. During my scent journey through Europe, I discovered how culture and scent go hand in hand. Here, I'll take you through five countries and their unique scent experiences.
🇪🇸 Spain – Warm, sensual, and hospitable
In Spain, scent is almost tangible. I remember how the street in the morning smelled of freshly baked bread and café con leche, mingled with citrus blossom. And how in the evening, walking down a shopping street, you were surrounded by the scent of perfumes, flowers, and warm stones.
Spaniards love scent that speaks: amber, musk, jasmine, sandalwood. Not subtle, but inviting. Scent is part of personal care and hospitality. When you visit someone, scent is as important as a cup of coffee or a smile.
Shops also use scent consciously. A boutique smells different from a pharmacy. Scent here is brand identity, atmosphere, emotion. I learned there that scent truly is part of how you welcome someone — like a fragrant handshake.
🇳🇱 The Netherlands – Fresh, functional, and subtle
When I moved back to the Netherlands after all those years in Spain, I immediately noticed how down-to-earth we are about scent here. Freshness is paramount: lemon, cotton, eucalyptus. Scent is often used to mask something unpleasant, or to indicate that something is clean.
What I also notice: Dutch people are quite scent-sensitive, but mainly in the sense of "not too much". A scented candle is fine, but not too strong. Scent sticks in the toilet, yes — but preferably not in the living room.
Yet, I also see a positive change. In salons, yoga studios, and shops, scent is increasingly being chosen deliberately. People are discovering that scent can be more than functional: it can create atmosphere, make customers feel welcome, provide calm. That's exactly what I try to show with GeurFris.
🇬🇧 England – Discreet, classic, and homely
My visit to England felt like a fragrant hug. In a cottage in the Cotswolds, I smelled lavender, roses, and something herbaceous — perhaps bergamot? — which together created an atmosphere of comfort and class. Scent as atmosphere, but always with style.
The English are masters at scent dosage. They love classic, discreet combinations: think "English garden," tea scents, woody notes. Perfume is elegant and personal, never too much.
What I find beautiful is that scent is part of the feeling of home. A scented candle on a rainy afternoon, a subtle spray on bedding, or lavender in bathwater. It's all about comfort and a certain calmness – without being imposing.
🇧🇪 Belgium – Burgundian and modest
In Belgium, I discovered a scent experience that touches me: rich without being obtrusive. In a stylish shop in Antwerp, I smelled soft patchouli, warm vanilla, and a floral undertone — like a fragrant nod to Paris, but understated.
Belgians like scent that suits the moment. A scented candle at a dinner party, an elegant home fragrance in a boutique, a warm note in the hallway of a hair salon. Scent is experienced as part of good taste, an extra layer of comfort.
It's that Burgundian elegance that strikes me. Not exaggerated, but also not afraid to use scent. Scent can be present, as long as it's done with finesse.
🇩🇪 Germany – Pure, clean, and health-oriented
In Germany, I quickly noticed: scent here is almost medicinal. Not in a negative sense, but as something that contributes to well-being. In a wellness hotel in the Eifel, I was surrounded by eucalyptus, pine, mint, and lemongrass. Clarifying. Nurturing. Balanced.
Germans have a strong preference for natural, pure scents. Anything that smells chemical is quickly rejected. Essential oils are very common – not only in wellness centers but also at home. Scent here is a form of self-care.
What I find beautiful is that scent always seems to have a function: relaxation, focus, protection. It's less about atmosphere and more about effect. As a result, scent there feels very conscious and pure – almost like therapy.
What I've learned…
Scent is universal, but the way we experience it is cultural. In Spain, scent is an embrace. In the Netherlands, a fresh handshake. In England, a cup of tea. In Belgium, a tasteful accent. In Germany, a moment of balance.
For me, scent is the most beautiful invisible communication tool there is. If you know how people experience scent, you can create atmosphere, trust, and connection — without saying a single word.
Whether you work in a Spanish fashion boutique, a German wellness practice, or a Dutch waiting room: the right scent makes all the difference. I'd be happy to help you with that.
With Fragrant Regards,
Claudia
Scent consultant at GeurFris