The present invention is a non-aqueous self-standing rigid fragrance gel comprising fragrance oil and a hydroxylalkyl cellulose derivative. In the preferred embodiment of the present invention, about 4.0 weight percent or more of hydroxylpropyl cellulose converts fragrance oil into a rigid gel with pseudoplastic rheology. The pseudoplastic gel shears to allow coating of crystals and objects, with subsequent rigidity restored to at least 80%.
