WA:IT Within> Where Scent Takes You with Joseph Colbourne

For this edition, we meet Joseph Colbourne, fragrance writer, Basenotes contributor and podcast host whose work explores the many ways scent intersects with memory, emotion, creativity and human experience.

With a background that bridges aromatherapy, perfumery and storytelling, Joseph approaches fragrance not simply as something we wear, but as a medium through which we experience the world.

In this conversation, we explore the memories that shaped his olfactory sensibility, the relationship between scent and emotion, the role of ritual in contemporary life, and why fragrance continues to captivate us in an increasingly fast-paced world.

Interview by Olivia Fincato, a New York–based journalist contributing to Vogue Italia, Living Corriere, AD Italia, and La Repubblica, with a focus on design, culture, and meaningful storytelling.

You often speak about scent as something deeply emotional and transformative. When did you first realize perfume could become your language?

«While perfume has fascinated me since I was very young, it wasn’t until I began exploring fragrant raw materials that I realized scent could become a powerful form of expression. Each essential oil, botanical extract and aroma molecule opened up a new world of possibilities. I was captivated by the idea that perfume could tell a story without words. Although I stepped away from perfume-making some time ago, in recent years I have found immense pleasure in writing about, and through, fragrance. It remains a uniquely rich medium for connection, reflection and storytelling»

Growing up in Massachusetts, surrounded by woods, wildflowers and the ocean, how much did those early sensory memories shape your olfactory world?

«I grew up surrounded by scent: pine trees, lilies of the valley, lilacs, roses, tomato vines, the damp earth around ponds and cranberry bogs, and the salt air of the ocean. But I was equally fascinated by the smell of everyday things, rubber erasers, markers, new cassette tapes, scratch-and-sniff stickers. My parents both wore fragrance too, and a few of those scents left a lasting impression on me. Looking back, those early memories shaped the way I experience fragrance today»

Your journey into perfumery came after a moment of personal loss and introspection. Do you think scent helped you reconnect with yourself in a deeper way?

«After losing my mother in 2014, I felt the immense weight of grief and found myself drawn to scent as a source of comfort and grounding. Around that time, I completed a certification in aromatherapy and began exploring its effects on my own wellbeing. Through that experience, I came to understand the profound connection between smell and emotion. Scent became a way to navigate grief, process pain and better understand the full spectrum of my emotional life».

Burning balsam fir incense became a turning point for you. Do you still remember that feeling?

«I was going through a particularly difficult winter when I started burning balsam fir incense. I remember noticing how instantly it brought a sense of calm and wondering why scent could have such a powerful effect on the mind. That curiosity led me to essential oils, vetiver, cedarwood, patchouli, birch tar, and eventually to a much deeper exploration of fragrance. What began as a search for comfort became the foundation of how I understand, experience and write about perfume today».

You move between natural ingredients and synthetic molecules with a very personal approach. What fascinates you about the tension between nature and technology?

«I find it similar to music: dissonance and harmony, synthesizers and string instruments working together. Chemistry itself doesn't recognize a hierarchy between natural and synthetic materials. What makes naturals so captivating is their complexity. Each one is almost a perfume in itself and deserves to be treated with care. At the same time, synthetics allow perfumers to create sensations and effects that nature alone cannot achieve. I often think of perfumer Guy Robert's description: synthetics are the bones of a fragrance, naturals its flesh. I've always found that a beautiful way to understand their relationship.»

Music seems to play an important role in your creative universe. How did your past as a DJ influence the way you think about fragrance?

«Both disciplines require focus, intuition and a deep understanding of your materials. A skilled DJ doesn't simply play tracks, they learn how to read a room, create transitions and build a narrative through sound. I see similar parallels in perfumery. Anyone can combine ingredients, but mastering raw materials and understanding how they interact takes time and discipline. There are also striking similarities between music theory and fragrance composition, notes, accords, rhythm, texture and development all play a role in shaping the experience».

You once said fragrance should be approached like architecture, poetry or painting. What do these disciplines have in common with perfumery?

«They all rely on composition. Architecture is about structure, balance and proportion, a perfume also needs a solid foundation or it risks falling flat. Poetry is about tone, mood and tension. Sometimes a single ingredient can shift a fragrance much like an unexpected word can change the meaning of a poem. Painting offers another useful parallel. Concepts like transparency, contrast, texture and negative space all exist in perfumery as well. These disciplines remind us that fragrance is not just something we smell, but something we can experience, interpret and even imagine».

Is there an ingredient you feel particularly connected to at the moment?

«Lately, I've been fascinated by damascones and damascenones, a family of aroma molecules naturally found in rose and other botanicals. In particular, β-damascenone has captured my attention. It carries facets of rose, honey, tobacco, apple and dried fruit all at once. What I find especially intriguing is that it is also one of the key aromatic compounds found in red wine and Kentucky bourbon. It's a beautiful reminder of how scent can connect seemingly distant worlds».

WA:IT conceives fragrance as an “olfactory supplement” something that can support, ground or rebalance us emotionally. Do you believe scent can genuinely influence our mental and emotional state?

«My background in aromatherapy has shown me just how powerful scent can be. Certain aromatic compounds can help stimulate the mind, while others encourage calm and relaxation. Ingredients such as rosemary and eucalyptus can feel energizing, while lavender, neroli, cedarwood, patchouli and vetiver are often associated with a greater sense of ease and wellbeing. Our sense of smell is deeply connected to emotion, which is why fragrance can have such a profound effect on how we feel».

Despite living in an age shaped by speed, technology and constant stimulation, people continue to seek rituals. Why do you think rituals still matter?

«Rituals give structure and meaning to our lives. As social beings, we rely on them to mark time, navigate change and connect with one another. Today, our attention is constantly pulled by technology and the endless stimulation of screen culture. Rituals help bring us back to ourselves. Whether through community, spirituality, acts of service or simple daily routines, they remind us of something essential about being human. As technology continues to accelerate, these are the practices worth preserving».

Is there a WA:IT fragrance you feel particularly close to at the moment?

«I would choose En. I was immediately struck by the use of dill in the opening, herbal, warm and slightly sweet. It elevates the licorice accord beautifully as it merges with the frankincense resin. What I love most is that it feels both unexpected and familiar at the same time. It's distinctive, yet deeply comforting».

At WA:IT, we believe fragrance can be more than something we wear. It can become a ritual of presence, wellbeing and connection.

Explore our collection of olfactory supplements.

DISCOVER WA:IT →