The Science of Scent: A Guide Back to Self

Written by Danica Siegel, featuring insights from Clinical Psychologist Dr. Shaina Carter

This week, I sat down with Dr. Shaina Carter, a clinical psychologist and expert in the connection between scent, memory, and healing. What I hoped to learn was something I’ve always felt intuitively: that fragrance, when created with care and intention, is far more than aesthetic. It’s a bridge between the body, the brain, and the soul.

“Extensive research in neuroscience and psychiatry demonstrates that olfaction, the sense of smell, is uniquely connected to the brain’s limbic system, the region governing emotion, memory, and autonomic responses.”

Unlike what we see or hear, scent doesn’t pass through logic first. It bypasses the thinking part of the brain and travels directly to our emotional center. That’s why one inhale can make your chest soften, or take you back to a place you didn’t even know you missed.

As Dr. Carter explained to me, the effects are physical as much as they are emotional:

“Brain imaging studies show that certain scents can influence key neural pathways that help regulate things like stress, mood, and even fear. In other words, fragrance can support the body’s natural ability to restore balance.”

Different scents can either soothe you or stimulate you. A soft floral may bring calm, while a bright citrus can sharpen focus. Your nervous system responds in real time.

This isn’t new knowledge in the world of ancient traditions. What’s fascinating is that modern neuroscience is now catching up, confirming what people have always felt intuitively.

At I AM, this is the heart and soul of what we do. Of course, our fragrances are designed to smell beautiful, but more importantly formulated as reminders of your true essence, who you’re becoming, and the peace that’s already inside of you. Scent becomes part of your ritual, a way to pause, a way to return to yourself, a fragrant meditation. It brings you back to the present moment.

“Fragrance is a neurotherapeutic tool, one that can enhance emotional regulation, cognitive performance, and psychological well-being. When carefully crafted, these perfumes serve as both a scientific and sensory ally in your journey toward balance, resilience, and mindful presence.”

That’s the intention behind each blend we create. And it’s what makes our work feel sacred. Perfume, for us, is a companion on your path, a fragrant whisper that you are already whole. Right here, and right now.