PURE MICHIGAN DEBUTS SUMMER FRAGRANCE, FRESH: HOW DOES IT SMELL LIKE?

By: Sorin Dutoiu | 29 June, 2025

There’s a new way to experience Michigan this summer — and it’s not just through road trips, lake breezes, or sunsets over sand dunes, but just smelling Pure Michigan’s new fragrance.

Travel brand Pure Michigan has just launched a bold, sensory-driven initiative that brings the essence of the Great Lakes State directly to your skin, home, or suitcase: the debut of its summer fragrance, FRESH.

More than just a scent, FRESH is a transportive experience inspired by the unmistakable spirit of Michigan summers — those long days spent by freshwater shorelines, the soft hum of lavender fields swaying in the breeze, the clink of glasses in vineyard tasting rooms, and laughter echoing through sun-dappled woods.

Developed in partnership with Michigan-based The Aroma Labs, this custom fragrance blends botanical, aquatic, and fruity notes to capture a quintessential summer moment. With hints of wildflowers, fresh lake air, crisp citrus, and a touch of dewy greenery, FRESH doesn’t just smell like summer — it feels like Michigan.

“Our sense of smell has a unique ability to transport us in time and space,” says Kelly Wolgamott, Vice President of Pure Michigan. “These fragrances were designed to enable people to revisit a favorite vacation memory, anticipate an upcoming season, or experience a moment of the relaxation they feel in Michigan.”

A tribute to the “slow travel” movement, where travelers immerse themselves fully in the rhythm and soul of a destination, FRESH invites wanderers to take Michigan with them — long after the last beach day.

A Scent Designed for Memories

Tanya Thompson, founder of The Aroma Labs, describes working with Pure Michigan as a deeply personal mission.

“At The Aroma Labs, we see daily the power of scent to connect to memories, evoke specific emotions, or even unlock a sense of identity,” she explains. “Capturing the essence of Michigan summers — carefree, vibrant, and nature-infused — has been incredibly rewarding.”

Previously available only in limited distribution, FRESH is now offered in a 4 oz. spray format for linens, rooms, and even the body. Whether spritzed on your pillow or used to refresh your beach tote, it brings the Michigan vibe wherever you are.

A Multisensory Travel Experience

In a clever nod to traditional fragrance advertising, readers of Food & Wine, Magnolia Journal, Midwest Living,Travel & Leisure, and Real Simple received a first-of-its-kind “scratch and sniff” insert of FRESH this spring — turning travel content into a full-blown sensory journey.

“Our intent with creating a destination fragrance insert was to more fully express the Pure Michigan destinations featured on the pages and make it multisensory,” says Wolgamott.

This summer’s launch is just the beginning of Pure Michigan’s fragrant journey. Three more seasonal scents are set to follow:

• HARVEST (Fall): Earthy and spiced, like the crunch of leaves and the warmth of cider season.
• FIRST SNOW (Winter): Clean and cozy, blending snowy freshness with fireside charm.
• AWAKENING (Spring): Floral and bright, evoking blooming lilacs, fruit blossoms, and renewal.

Where to Find It

FRESH is available for purchase online at thearomalabs.com/pure-michigan and in retail locations across Detroit, Grand Rapids, Kalamazoo, and Chicago.

So whether you’re reminiscing about summers spent by Torch Lake or dreaming of your next escape to Sleeping Bear Dunes, Michigan’s new fragrance line offers a beautiful way to bottle those memories — and keep them close all year long.