Cannabis Terpenes Lead Entrepreneur Victorine Deych on a Sensory Journey That Redefines Wellness, Beauty, and the Future of the Industry
Cannabis entrepreneur Victorine Deych didn’t begin her relationship with the plant through consumption. Instead, it started with something more subtle and arguably more powerful: scent.
That early sensory connection would later shape her career, inspire the creation of her wellness brand Dusted, and position her as a leading voice in a growing movement to rethink how cannabis is understood, marketed, and experienced.
Now, through her “Voice of the Plant” column, Deych is making a broader case: cannabis terpenes—the aromatic compounds responsible for smell and flavor—may hold the key to solving one of the industry’s most persistent challenges: its overreliance on THC potency as the primary measure of quality.
From the Streets of New York City to the Science of Scent: How Smell Became Victorine Deych’s First Encounter with Cannabis
Growing up in New York City, Deych recalls that cannabis was ever-present—not visually, but aromatically. The scent drifted through neighborhoods, embedding itself in memory long before she had the vocabulary to describe it.
“I didn’t see it or smoke it. I smelled it,” she writes.
Even then, she noticed distinctions. Some cannabis carried bright citrus notes, others leaned floral, musky, or earthy. Without formal knowledge, she instinctively gravitated toward certain profiles.
That early awareness would later form the foundation of her philosophy: that cannabis is best understood not just through chemistry or consumption, but through sensory experience—especially smell.
Building a Wellness Business Before Cannabis Was Mainstream and Discovering Aromatics as the Entry Point for Consumers
In 2015, as cannabis products were still navigating stigma and regulatory uncertainty, Deych opened a wellness-focused retail store. Among her offerings were CBD tinctures—well before they became widely accepted.
At the time, there was no established roadmap for integrating cannabis into wellness. But Deych saw clear parallels. Consumers were already embracing plant-based remedies; what they lacked were accessible, trustworthy entry points.
For her, that entry point was always aromatics.
With a naturally heightened sense of smell, she began exploring how scent could bridge the gap between unfamiliar cannabis products and everyday wellness routines. This curiosity led her beyond cannabis, into broader plant traditions and global healing practices.
Studying Generational Plant Medicine and Aromatherapy to Understand the Deeper Role of Terpenes Across Cultures and Industries
Deych’s journey took her across continents and disciplines. She studied with generational medicine practitioners in East Africa and the southeastern United States, learning how plants had been used long before commercialization.
She also pursued formal certifications in aromatherapy and natural perfumery, grounding her work in both tradition and scientific formulation.
Through this exploration, one theme remained constant: terpenes.
These aromatic compounds are not unique to cannabis—they are found in fruits, herbs, flowers, and trees. They are responsible for the scents of lavender, pine, citrus, and countless other plants.
But in cannabis, terpenes play a particularly complex role, interacting with cannabinoids to influence not just flavor and aroma, but also the overall experience.
Why Cannabis Terpenes Are More Than Flavor Compounds and How They Shape Personal Experience and Consumer Preference
In today’s cannabis market, terpenes are often treated as secondary reduced to flavor descriptors or marketing buzzwords. Deych argues this framing misses their true significance.
“Terpenes are one of the most defining elements of the plant,” she explains.
They influence how a product feels, not just how it tastes or smells. More importantly, they are deeply personal.
Long before lab testing became standard, consumers relied on scent to guide their choices. According to Deych, this instinct remains relevant. Preferences for citrus, floral, herbal, or fuel-like aromas may reflect how individuals respond both physically and emotionally to specific terpene profiles.
This perspective challenges the industry’s current reliance on THC percentages as the primary indicator of quality.
Scientific Research into the “Entourage Effect” Is Reinforcing the Importance of Terpenes in Cannabis Formulation and Outcomes
Modern science is beginning to validate what many consumers have long sensed intuitively. Researchers are increasingly studying how terpenes interact with cannabinoids in what is commonly referred to as the “entourage effect.”
This concept suggests that cannabis compounds work synergistically, meaning the overall effect is shaped by the full chemical profile—not just THC or CBD alone.
While research is still evolving, the implications are significant. A more nuanced understanding of cannabis could shift how products are developed, marketed, and consumed.
Beyond cannabis, this insight is influencing adjacent industries. Wellness and beauty sectors, already rooted in plant-based ingredients, are beginning to recognize terpenes as valuable functional components not just fragrances.
Transforming Cannabis Terpenes into Wearable Fragrance and Launching the Dusted Brand as a New Category of Sensory Experience
Deych’s personal exploration ultimately became a commercial venture. Over two years, she worked on integrating cannabis terpenes into fine fragrance—without combustion or traditional consumption.
The goal was to make cannabis “wearable.”
This concept became Dusted, her fragrance brand built around terpene profiles. Rather than positioning cannabis as something to be smoked or ingested, Deych reimagined it as a sensory experience that could exist in everyday life.
Sourcing high-quality terpenes was initially a challenge. Early in her journey, she obtained strains like Blue Dream from Colorado to study how their aromatic profiles translated into other formats.
Her search eventually led her to collaboration with renowned cultivator Mario Guzman, known for developing iconic strains such as Gelato. Through this connection, she gained access to terpene profiles with distinct depth and identity.
Today, her brand incorporates Bacio Gelato (Gelato 41), reflecting a fusion of genetics, culture, and scent.
How Cannabis Operators Can Unlock New Revenue Streams by Focusing on Terpene Profiles Instead of THC Potency Alone
Deych believes the broader cannabis industry has yet to fully capitalize on terpenes. While cultivation and retail often emphasize THC levels, this approach may limit both innovation and market expansion.
Terpenes, she argues, offer untapped potential.
They can be used to create entirely new product categories—especially in wellness, beauty, and fragrance where consumption is not required. This opens the door to new consumers who may be hesitant to engage with cannabis in traditional forms.
For operators, this represents a strategic opportunity:
- Develop terpene-driven product lines
- Differentiate offerings beyond potency metrics
- Appeal to sensory-driven consumer preferences
- Expand into non-consumable markets
In this context, terpenes are not just inputs—they are brand-building tools.
Rethinking the Industry’s Obsession with THC Potency and Why Terpenes May Offer a More Holistic Measure of Quality
The cannabis industry has long been dominated by a single metric: THC percentage. Products are often marketed and judged based on potency alone.
Deych sees this as a fundamental limitation.
“That framing flattens the plant,” she writes. “It reduces experience to a number.”
Consumers, however, may already be moving beyond this mindset. Many are drawn to specific aromas and experiences, even if they cannot fully articulate why.
By shifting focus toward terpenes and full-spectrum profiles, the industry could better align with how people actually experience cannabis.
The Future of Cannabis Lies in Sensory Experience, Personal Connection, and the Rediscovery of What the Plant Truly Represents
As cannabis continues to evolve, Deych’s perspective highlights a broader transformation underway. The industry is beginning to move from a purely chemical understanding of the plant toward a more holistic one where science, tradition, and sensory experience intersect.
Terpenes sit at the center of this shift.
They connect:
- Biology with perception
- Tradition with modern research
- Product formulation with personal experience
For Deych, the message is simple but profound: cannabis begins with scent.
“What you smell first has always mattered most.”
If the industry embraces that idea, terpenes may not only redefine wellness and beauty but also help cannabis move beyond its long-standing fixation on potency, toward a richer and more meaningful future.
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