This partnership celebrates the science of scent alchemy, recognizing the positive psychological impact creating personal experiences when layering Native’s signature scents.

Native, the clean personal care company, is sharing how individuals can layer scents across its assortment of aluminum-free deodorants, body washes, and shampoos to create custom scent experiences that help define and boost moods throughout the day.

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An assortment of Native's most popular scents and products, curated into captivating scent stories including Sparkling Citrus and Elevated Gourmands.

As part of the Scent Alchemy campaign, Native has partnered with cognitive neuroscientist, Dr. Rachel Herz, to educate consumers on the psychological science of scent and highlight how your favorite fragrances can do much more than simply smell good, they can lift your mood, calm your mind, and evoke memories.

Dr. Herz has been researching the psychological science of scent, emotion, and cognition since 1990. Her research has demonstrated how odor-evoked memory is emotionally unique and powerful compared to other memory experiences, and how emotions can become associated to scents and these emotions instantly activated when we smell these fragrances again.

“The sense of smell is unique compared to any of our other senses, because when we smell something, we are activating the same part of the brain that processes emotion and memory,” says Dr. Herz. “This is why a scent can bring back memories, make you feel transported, and take you back to the original time and place when you first connected the emotion.”

By mixing and layering clean personal care products in different combinations of scents as part of your morning routine, Native believes you can create personalized experiences that not only help you smell good but also feel good throughout the day.

To guide consumers in their journey of discovering a new scent layering routine, Native Chief Fragrance Officer, Natalia Lebedev, curated an assortment of its most popular scents and products into captivating scent stories, including Sparkling Citrus, Balancing Nature, Solar Florals, and Elevated Gourmands. Each scent story features products like deodorant, body wash, shampoo, and conditioner that are perfectly paired to enhance a unique kind of mood.

Sparkling Citrus: An uplifting combination of citrus and herbal notes in scents like Citrus & Herbal Musk, Lilac & White Tea, and Grapefruit & Bergamot to help you feel uplifted, happy, and find bliss in your morning routine.

Balancing Nature: A soothing and calming collection of nature-inspired scents like Sea Salt & Cedar, Cashmere & Rain, and Blackberry & Green Tea that work to create a relaxing and grounding at-home ritual.

Solar Florals: Featuring invigorating and transportive scents like Palm Leaf & Agave, Cotton & Lily, and Almond & Shea Butter to inspire a sun-kissed and beachy feeling no matter where you are.

Elevated Gourmands: A focus on creamy and delicious scents like Coconut & Vanilla, Sandalwood & Shea Butter, and Coconut Milk & Turmeric that promote all-day comfort and indulgence.

“At Native, we believe the scent journey for consumers is key,” said Natalia Lebedev. “We joined together with Dr. Herz to bring an educational moment to share why we pair our scents the way we do, providing insight into the feelings of joy we aim to spark when using Native—since your personal care routine should be a time of self-care!”

Native is promoting the four collections of scents on its Target website brand page, encouraging shoppers to mix-and-match scents for their mood.

“Smelling scents that we really like and give us positive feelings are good for our overall mental health and well-being,” said Dr. Herz. “For example, I love the Sea Salt & Cedar in the Balancing Nature set because it reminds me of being in a cool pine forest when I lived in British Columbia. Whenever I smell it, I instantly feel restored, calm, and relaxed.”

Suggested retail price* is $13 for Deodorant sticks, $10 for Body Wash, $10 for 2-in-1 Shampoo & Conditioner and $10 each for the Shampoo & Conditioner. All of the scents are available at Target stores and online at target.com. All Native products are sulfate-free, paraben-free, dye-free, cruelty-free and vegan.

*Pricing at the sole discretion of the retailer.

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About Native: Founded in 2015, Native is a personal care company that makes clean yet effective products from naturally-derived ingredients, including deodorant, body wash, body lotion, shampoo, and conditioner. For more information, visit www.nativecos.com or you can follow Native on TikTok, Instagram, or Facebook.

About Rachel Herz: Rachel Herz, PhD, is a neuroscientist and the world’s foremost expert on the psychological science of smell. Dr. Herz is a TEDx 2024 and TED 2019 speaker, has published over 100 original research articles, is the author of several academic and popular science books, and has received numerous awards and grants. She is on the faculty at Brown University, has numerous research collaborations with scientists in the US and Europe, is a professional consultant to numerous international aromachemical companies. For more information visit www.rachelherz.com.

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