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For years, incense had a bit of a PR problem. It was the scent of college apartments, questionable decisions, and people who seemed permanently stuck on a journey of self-discovery. Light a stick, and it often felt like someone was trying to distract you from whatever smell—or activity—was happening in the next room.
But it has undergone a major rebrand. The best options today have moved well beyond masking odors. Instead, they evoke the atmosphere of a well-curated menswear store, boutique hotel, or design-forward café. Hinoki, cedar, sage, and clove are subtle fragrances that feel refined rather than overwhelming. Light it, let it burn, and allow the scent to slowly shape the mood of a room. The best incense doesn’t demand attention—it quietly makes your space feel calmer, warmer, and far more considered.
The Colonial Crush
Inspired by Noli Me Tangere, Saan Saan’s No.19 Old Manila Hand-Dipped Incense captures the romance of Rizal’s world, with fewer tragic plot twists.
Church, But Cool
Officine Universelle Buly’s Mount Athos Incense channels centuries of tradition—and smells better than most history lessons.
We Get It
Earthy vetiver, igusa, and sandalwood create a smoky, herbaceous scent familiar to Aesop devotees.
A version of this story appears in the September 2026 issue with the title “The Smoke Show”
Frequently Asked Questions
Incense has shifted from being associated with masking odors to being seen as a refined, design-forward choice. Modern options favor subtle scents like hinoki, cedar, sage, and clove, evoking the atmosphere of a boutique hotel or curated menswear store rather than covering up a smell.
Saan Saan’s No.19 Old Manila Hand-Dipped Incense draws inspiration from Jose Rizal’s novel Noli Me Tangere, aiming to capture the romantic atmosphere of old Manila through scent.
Officine Universelle Buly’s Mount Athos Incense draws on centuries of monastic tradition associated with Mount Athos, offering a scent profile rooted in historical, ceremonial fragrance rather than a contemporary blend.
Aesop’s incense features a smoky, herbaceous blend of earthy vetiver, igusa, and sandalwood, a scent familiar to longtime fans of the brand’s skincare and fragrance line.
Refined, contemporary incense favors subtle, layered notes like hinoki, cedar, sage, clove, vetiver, igusa, and sandalwood over the heavier, more overpowering scents historically associated with incense sticks.
