The iconic haircare brand revitalizes its focus on botanical fragrance as a dopamine-driven sensory escape — and introduces Love Island's Amaya as the face of a fantastical new world.

Herbal Essences has always known something the beauty industry is only now catching up to: fragrance is a powerful emotional tool for self-care and mood transformation. People don't just use Herbal Essences products — they love the way those products smell. The brand's new campaign, "Scent of Your Dreams," is built entirely on that truth.

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Herbal Essences Launches "Scent of Your Dreams," a Campaign Featuring Amaya Papaya Emphasizing Fragrance for Mood and Well-being

Now live across Herbal Essences' social media channels, "Scent of Your Dreams" reframes fragrance as a dopamine-driven, mood-transforming experience. The idea is simple and visceral: every scent is a micro-escape — a full-body reset from the noise of daily life. Herbal Essences is leaning into that feeling, offering a sensory experience so intoxicating it mirrors your most irresistible distractions.

At the center of the campaign is Amaya Papaya — known to Love Island Season 7 fans for her vibrant personality and authenticity — who embodies everything the Herbal Essences woman represents: curious, radiant, and fully herself. In the campaign, Amaya slips away for a rendezvous with Herbal Essences. A sensorial shower transports her to the "above world" — a dreamlike, fantastical realm floating just overhead, built from clouds, lush grassy knolls, and vibrant roses. There, in a knowing nod to the brand's advertising legacy, the ultimate charming man will do anything for her. Through a series of playful vignettes, the campaign brings your most irresistible distractions to life — and makes the case that the right scent can do exactly that.

The featured fragrance at the heart of the "above world" is Herbal Essences' signature Rose Hips collection, timed to a broader scent moment for the brand. Herbal Essences recently expanded offerings with the new Papaya + Citrus fragrance, further demonstrating its commitment to delivering products that not only cleanse but also provide an emotional, sensory experience for consumers.

"Scent of Your Dreams" marks a return to the emotional and sensory storytelling that has long defined Herbal Essences and signals the brand's continued investment in the powerful intersection of fragrance, mood, and personal identity.

Watch the campaign developed in partnership with GREY on YouTube. For more information, visit HerbalEssences.com and follow @herbalessences on Instagram, TikTok, and Reddit.

AMAYA PAPAYA is a trademark of ITV Studios and Motion Entertainment, a WPP Media company and used under license.

About Herbal Essences

Herbal Essences offers a wide range of shampoos, conditioners, hair mists, and styling products designed for different hair types and needs. The brand’s philosophy centers on the belief that hair care should transform both your hair and your mood. Herbal Essences emphasizes natural ingredients and formulas often free from parabens, gluten, and sulfates, with iconic scents that encourage women to prioritize self-care. To learn more about Herbal Essences visit www.herbalessences.com, or follow us on Instagram: @herbalessences, TikTok: @herbalessences and Reddit: u/HerbalEssences

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always^®, Ambi Pur^®, Ariel^®, Bounty^®, Charmin^®, Crest^®, Dawn^®, Downy^®, Fairy^®, Febreze^®, Gain^®, Gillette^®, Head & Shoulders^®, Lenor^®, Olay^®, Oral-B^®, Pampers^®, Pantene^®, SK-II^®, Tide^®, Vicks^®, and Whisper^®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About Amaya

LOVE ISLAND Season 7 winner, Amaya, also known as "Amaya Papaya", is a proud Dominicana known for her captivating personality and love for life. She quickly became a fan favorite through her humor, genuine passion, and overall care for those around her. Prior to her time on the show, she worked as a Cardiac Nurse in NYC. In the villa, she became the queen of affirmations and showcased widely loved “Amaya-isms.” As someone who was authentically herself the whole season, Amaya made it clear that if you can’t accept her for who she is, then “maybe I’m not the book you should be reading.” She recently appeared in Peacock’s Love Island: Beyond The Villa Season 2.

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