I’ve long been a scented candle fanatic, but lately the best incense has become my go-to for keeping my apartment smelling incredible. Every morning, I light a stick, cone, or spiral and let the slow curl of smoke set the tone for the day. Incense’s history stretches back thousands of years—from ancient civilizations to the record-filled apartments of 1960s America, where it became a symbol of counterculture cool. Now, incense is crafted by luxury houses, niche studios, and OG makers alike, each putting their own spin on the tradition. And while I’ll never knock Nag Champa, there’s a huge, artisanal world of incense out there for those who look a little deeper.
The best incense burns cleanly, lingers subtly, and tells a story through smoke—some singular and focused, others layered and complex. For me, burning it isn’t just about scent; it’s a ritual that centers the day and brings a meditative calm to the space. The cool shops are stocking it, the hip crowd’s connecting with it, fragrance obsessives are lighting it, and it more than earns a spot in your home fragrance rotation. Below, 12 of the best incense brands and scents to try, plus what to look for when finding the right one(s) for you.
The Best Incense, According to GQ
Best Overall: Tennen Mountain Stone
For incense that is modern, elevated, and approachable—while also honoring its tradition—Tennen is a fantastic foray into a better ritual. The Arizona-based design firm created the line after realizing how scarce high-quality Japanese incense was in the U.S., leading to a collaboration with a Kyoto-based maker. Everything about Tennen feels intentional and meticulously crafted, from the meditative aroma to the presentation in beautiful wooden boxes adorned with Japanese script. Sticks and cones are classic, but the spiral, which gradually releases its scent in a mesmerizing circular pattern for over two hours, is a standout amongst Tennen’s devoted fanbase. My favorite scent, Mountain Stone, blends sandalwood and resins into a subtle, woodsy aroma that’s calming and refined.
Best Transportive Incense: Astier De Villatte Aoyama
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Astier de Villatte
Aoyama – Incense Box (120 sticks)
Parisian house Astier de Villatte makes some of my favorite scented candles, so it’s no surprise their incense is just as exceptional. Each fragrance feels like an olfactory postcard from a different place—the wild desert grasses of Tucson, the spice-laced air of Delhi, and beyond. Handcrafted in Awaji, Japan, from precious woods, herbs, and natural resins, the sticks come packaged in the brand’s signature blue, very old-world-chic box that deserves a permanent spot on the scent shelf. One of my favorites, Aoyama, opens with patchouli and damp wood before drifting into clove and moss for warmth, evoking the scent of an old Japanese wooden house in the neighborhood it’s named after. These are on the subtler side, perfect for those who prefer their incense to linger softly rather than shout, and IMO best enjoyed on quiet, introspective afternoons for a transportive vibe.
