Koyia perfumery asks customers to pay with time rather than money

Sweden – Swedish fragrance brand Koyia has introduced a forest-based retail concept where the only currency is time.

Visitors enter the unstaffed, cash-free store and spend 599 seconds, just under 10 minutes, in silent contemplation of nature before receiving a bottle of Koyia’s signature scent. Research shows this is the amount of time it takes for nature’s positive health benefits to begin taking effect.

The concept reflects a more synchronised approach to wellbeing that considers emotional, mental, physical, spatial and environmental health. Koyia’s products support this philosophy as they are made from locally sourced ingredients such as young spruce shoots, which are rich in phytoncides, natural compounds linked to stress reduction and improved wellbeing.

By asking customers to pay with their time, Koyia shifts value away from money and towards human experience. As identified in our New Codes of Value report, these are the values that consumers increasingly look for, including brand relationships that feel less transactional and more meaningful.

For further insights into how beauty brands are rethinking retail, read our Scent Retail Futures report.