The scents we choose to live in
There are scents that soothe almost instantly. They don't always evoke a specific memory, but they create a feeling of comfort, familiarity, or calm. This phenomenon is not anecdotal: it is linked to the way our brain processes olfactory information.
Among our senses, smell stands out due to its neurological proximity to brain regions involved in memory and emotions. Olfactory signals travel along more direct pathways than those of sight or hearing, which explains why a smell can elicit a rapid emotional response, often difficult to verbalize. It is felt before it is analyzed.
Beyond personal memories, certain scent families are generally perceived as more enveloping or reassuring. Fruity, floral, or woody notes often evoke environments associated with gentleness, warmth, or nature. These associations are not universal in the strictest sense, but they are widely shared culturally and sensorially.
Selv's approach is rooted in this profound understanding of the connection between scent, memory, and sensation. The brand's rituals reference key moments and real memories of the founder: her childhood, holidays in the countryside, her deep connection to a family home steeped in nature, and her travels. These experiences have shaped a sensory memory that continues to guide the creation of the products today.
Some of the natural elements used in the rituals come directly from these places. The fir branches, for example, are gathered in the family countryside. This gesture is not symbolic in the marketing sense: it represents a concrete link between a territory, a material, and an intention.
The scents we choose to bring into our daily lives are never neutral. They contribute to the atmosphere we create, the gestures we repeat, the moments we allow ourselves. Understanding their impact also means learning to surround ourselves with better qualities, meaning, and simplicity.
At Selv, well-being is conceived as follows: through sensory rituals rooted in reality, designed to accompany daily life without invading it.