Market Overview

Shocks of Love: The Next Dimension in Scent Launches All-Natural Line of Functional Fragrances


Genderless "Scent Rituals" from queer and Latinx-founded brand is designed to be embodied and experienced, not just worn

Today, natural aromatics and perfumery shop Shocks of Love launches Scent Rituals — its debut line of all-natural, nontoxic and cruelty-free functional fragrances. Each of the five offerings from Founder and Perfumist Juan Felipe Rendon (he/they) has been carefully crafted to support deep breathing and promote a greater connection to one's self, with each scent tailored to a different daily ritual of self-care— Woo-Woo Me (meditative), Sweet On You (balancing), Dreamlover (relaxing), Dance With Me (uplifting) and Tender Loving Care (vitality).

This press release features multimedia. View the full release here:

Scent Rituals product line. (photo: Tonje Thilesen)

Scent Rituals product line. (photo: Tonje Thilesen)

"Shocks of Love re-envisions wellness through sensory reclamation," says Rendon. "Scent is undeniable in our psychology, and it's time we incorporate this into our self-care practices. For me self-care requires practicing a more conscious boundary between your outer world and your inner response. Our Scent Rituals aromatherapy helps explore and beautify that boundary by marrying the aesthetic beauty of perfume to the transformative power of breath."


To keep Scent Rituals fully-breathable and 100% alcohol-free, Rendon intentionally does not use solubilizers in their formula. The separation of floral water and perfumatic oil is natural, so please shake well before each use. Then, mist liberally high overhead, and take deep, conscious breaths. Scent Rituals are face and skin-friendly. Click here for more information on individual scents.


Shocks of Love champions personal, creative, and collective consciousness, perceiving them as highly interrelated. With that, 5% of all profits from Scent Rituals and all future lines will be redistributed to Activation Residency, a Black-led artist residency designed under principles of healing justice and mutual aid, centering Black, Brown, Indigenous, trans and queer bodies. As a part of this reparations commitment, Shocks will also sponsor one underserved artist through the Artist in Residence program, providing support and development for their creative projects.


Born in Medellin, Colombia, into a lineage of agronomy and horticulture, Rendon shifted gears in 2018 from a successful corporate career (A24, The Boston Consulting Group) to build Shocks of Love. Rendon is looking to bring more color into the wellness industry, centering awareness and meditative experience through the senses. Though their business credentials include a degree from the Wharton School, their recent training is more holistically-oriented: Rendon is now a certified aromatherapist, and has 600+ hours of teacher training from world-renowned yoga teachers Jared McCann and Marco Rojas.

Scent Rituals is available for delivery nationwide through the online store and through retail partners including Ethel's Club, The Lunary and Casa Ziki. Suggested retail price for Scent Rituals is $65 per individual bottle.

Hi-res logo and images can be found here.

Credit for all photos: Tonje Thilesen

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