Scenting spaces safely: what today’s businesses need to know

Scent is a powerful business tool, and 75% of our emotions are generated by what we smell. ¹It shapes how customers feel, how employees engage and how people remember your brand.

In an increasingly competitive marketplace, getting scenting right and — importantly — doing it safely is more than a nice-to-have. It’s a strategic decision. Today, businesses face the challenge of enhancing experiences while upholding health, safety and environmental standards. This pressure is augmented by the fact that consumers are more informed than ever; they care about ingredients, transparency and how your brand impacts their wellbeing and the planet. That’s where safe scenting comes in. When done responsibly, it can elevate spaces, build emotional connections and strengthen brand trust — without compromising safety. In this blog, we’ll discuss what’s driving the demand for safer scenting, what to look for in a provider and how Initial is leading the way.

¹Lindstrom, M. (2005). Brand sense: How to build brands through touch, taste, smell, sight
and sound. London: Kogan Page

Meeting the growing demand of consumers

Ultimately, anything can be harmful if its concentration is too high — even familiar, pleasant scents like your morning coffee or fresh flowers. While these are safe in normal settings, high concentrations can make even these natural fragrances overwhelming or trigger sensitivities. That’s why it’s essential for businesses to factor in allergies and sensitivities when introducing scenting solutions.

For example, an increased awareness of chemical sensitivities has led to scrutiny of fragrance ingredients. Consumers are actively seeking products free from potentially irritating or harmful substances.

A key concern is the lack of transparency in fragrance ingredient disclosure, often due to the ‘fragrance loophole’ that allows manufacturers to list numerous chemicals under the single term ‘fragrance’. This lack of transparency makes it difficult for consumers to avoid phthalates and other potentially harmful substances.

At the same time, many consumers also actively support businesses committed to minimising environmental impact. This is especially true for younger generations like Gen Z and Millennials, with around 60% willing to pay more for sustainable options. This expectation extends to all operational areas, including scenting solutions.

Given these growing consumer concerns, choosing the right scenting provider who prioritises safety can be challenging. We’ve compiled the checklist below to help you make an informed decision.

Your checklist for choosing a responsible scenting provider

1. Look for IFRA membership or similar — adherence to established standards, like those set by the International Fragrance Association (IFRA) or equivalent reputable bodies, demonstrates a commitment to safety and quality, which is increasingly important to discerning consumers.
2. Check for safe and ethical ingredient use — with consumers increasingly scrutinising ingredients and championing ethical sourcing (a priority for approximately 88% globally), you should demand full transparency. Ask prospect providers to share their fragrance safety policy and ingredient safety datasheets, so you can be confident in how they classify and review the safety profile of the fragrances they approve and use.
3. Transparency on allergens — given the growing awareness of sensitivities, make sure the fragrances are designed to be gentle, suitable for a wide range of customers, and follow the EU Cosmetics Regulation (1223/2009) for labelling allergens.
4. Environmental commitments — You can reflect the growing environmental consciousness of your customers by carefully examining the provider's green credentials. This includes looking for responsibly and sustainably sourced ingredients, a preference for renewable and biodegradable materials where possible and commitments to responsible manufacturing processes. Go beyond claims by asking for tangible proof, such as relevant certifications for sustainably sourced ingredients or evidence of their responsible manufacturing processes and use of biodegradable materials where feasible.

Clearly, there’s a lot to consider when choosing a scenting provider that aligns with these principles of safety, ethical practice and environmental consciousness. So, what does this commitment look like when put into action by a leading provider? Let's take a look.

Initial’s leadership in safe scenting

At Initial, we’ve been delivering solutions that promote hygiene and wellbeing for over a century, and the safety of our customers and their customers has always been a top priority.

We adhere to strict global regulations and best practices to ensure that our scenting service follows this commitment. For example, we’re proud to be voluntary members of IFRA, and our fragrances fully comply with IFRA’s rigorous Code of Practice. All of our suppliers are also IFRA members.

We ensure our fragrances and fragranced products are not classified as respiratory sensitisers, acutely toxic inhalants or substances that can cause serious health problems under the Globally Harmonized System of Classification and Labelling of Chemicals (GHS) or Classification, Labelling and Packaging (CLP) Regulation. And we go beyond compliance — our fragrance development process is guided by an expert team with in-depth knowledge of ingredients and safety regulations. One of these experts is Dr Gail Aitken, QA and Regulatory Manager at Rentokil Initial, who explains the importance of fragrance safety to Initial:

"At Initial, our approach to fragrance safety goes far beyond standard compliance. Our expert teams ensure fragrances avoid hazardous GHS/CLP classifications, like respiratory sensitisers, and are formulated without known carcinogens or reproductive toxins. Crucially, because our systems ensure public exposure to the highly diluted fragrance is minimal, we confidently affirm their safety for use in our customers’ sites, including use around children, animals and food — a core commitment for us at Initial."

Dr Gail Aitken, QA and Regulatory Manager at Rentokil Initial

Start your scenting journey with confidence today

Your space deserves more than just a pleasant scent; it deserves a solution backed by science, safety and strategy. Partner with Initial — the experts trusted by leading businesses worldwide.