LONDON, United Kingdom — DOSE, the digital publication best known for its relaxed and feel-good approach to wellness, has launched a range of mood-boosting mists to be used in conjunction with fitness classes such as yoga and HIIT.
Building on the rise of functional fragrances, which has seen brands including The Nue Co. and Osea launch popular products aimed at de-stressing and calming the wearer, DOSE has taken the trend and applied it to the fitness market to encourage people to get moving more.
“After researching the burgeoning essential oils market and growing trend of scent wellness, we brought it back to what we know best — fitness”, Founders Shara Tochia and Hettie Holmes said in a statement.
“We combined our expertise in fitness with the neuroscience of scent to give our readers more of what they need — balance.”
Speaking exclusively to Welltodo, Tochia went on to explain that the original vision behind the two scents — HIIT ME UP (to energise) and SMELLS LIKE YOGA (to calm) — revolved around wanting to help their readers and the wider wellness conscious person discover the joy of movement.
“It was about producing a mood hack to get people in the zone for their workout, bringing them one step closer to that endorphin rush or desired goal or relaxation.”
She continued: “People are already using functional scents in their yoga practice – whether through essential oil diffusers or balms but the market is now growing beyond yoga as the trillion-dollar wellness industry continues to expand. Today, people are looking for even more accessories to their workout to enhance their performance.”
By leveraging that demand, Tochia hopes DOSE can make its mark on the essential oil market, which is projected to reach $15 billion by 2026. And alongside Holmes, she’s spent the past two years developing the mists, combining their favourite scents and ingredients to create what she argues are two “distinctive and almost addictive scents”.
A strong understanding of consumer values and behaviours has also meant the duo has taken care to source natural ingredients and use eco-conscious packaging — both of which are fast becoming non-negotiables in the world of beauty and wellness, as consumers continue to seek out ‘green and clean’ products.
As they grow the business, the duo will also look into refillable options and as many sustainable touchpoints as possible, Tochia told Welltodo.
With plans to build out the product line into other areas to provide consumers with mood hacks for their fitness routines and beyond, DOSE is confident it’s on to something.
The fact that 75% of emotions generated every day are due to smell, suggests the brand
might be right.
“There’s science behind it,” explained Tochia.
“When we inhale essential oils they can change how we feel by stimulating neurons in the olfactory bulb connected to the limbic system responsible for our moods. So powerful are these oils that they can affect the release uptake and availability of neurotransmitters, and inspire mood changes.”
With that in mind, it’s not crazy to imagine a future in which we start to utilise scent more to boost our wellbeing and bio-hack our health.