New Fragrance Brand Scents Unearth’d Launches at Target

If you’ve been looking for an affordable fragrance that feels anything but generic, your next Target run is about to get a lot more interesting. Beauty incubator Maesa has officially launched Scents Unearth’d, a brand that trades predictable fragrance blends for more nuanced olfactory storytelling.

Forget the overly familiar scents lining department store counters. This collection centres on distinctive fragrance narratives that celebrate global cultures and heritage-rich ingredients. Whether you’re dreaming of the mountains of Colombia or the bustling markets of India, each bottle is designed to act as a passport for the senses.

While masstige perfumes can sometimes feel a little samey, Scents Unearth’d leans into intentionality. The brand was built to bridge the gap between elevated perfumery and the accessibility of your local shopping aisle.

“Scents Unearth’d represents a new way of thinking about fragrance at mass — one that honors culture, curiosity, and thoughtful expression,” says Nadia Khan, Senior Vice President of Brand Marketing at Maesa. “From the beginning, our goal was to build a brand that feels intentional and differentiated, while remaining accessible.”

For the creators of Scents Unearth’d, this move isn’t about launching just another product — it’s about visibility, representation, and connection to one’s roots.

“This brand was born from a deep desire to see my own cultures represented in the fragrance category,” explains Shana Finkelstein Turano, Vice President of Brand Incubation & Product Innovation at Maesa. “We wanted to fill an unmet consumer need and want for more connection to heritage through scent. Each fragrance is an homage and olfactive expression of the communities, people, and ingredients that make a culture come to life.”

The debut collection features five Eau de Parfums ($34.99), each paired with a matching Body Mist ($16.99). There’s also a Scent Discovery Set priced at $24.99 for those who prefer to explore before committing.

Inspired by Papantla, Mexico, Vanilla Crown honours the history of the vanilla orchid in its native homeland, layering vanilla orchid and vanilla absolute with the gentle warmth of cardamom oil. Floradise draws from Colombia’s lush flora. It pairs passionfruit and rose nectar with a subtle nod to one of the region’s most iconic exports via coffee extract. Deeper and more atmospheric, Oro Tonka channels the woody richness of the Amazon rainforest through tonka bean absolute, golden amber, and cocoa woods.

Elsewhere, Royal Milk draws from ancient Egyptian beauty rituals, unfolding as a creamy blend of almond milk, blue chamomile oil, and vanilla honey. Jasmine Candy, a playful interpretation of India’s Jasmine City, combines jasmine absolute and sandalwood crème, and is finished with a hit of candied bergamot.

The launch builds on Maesa’s momentum in bringing niche-inspired concepts to a broader audience through exclusive retail partnerships. It also marks the incubator’s third brand debut this month, following bodycare brand Ontu and skincare brand Party For You.

Scents Unearth’d is available now exclusively at Target stores nationwide and online at target.com. The brand is not yet available in the UK.