The present invention provides a fragrance dispensing device, which is gravity-induced and capable of replenishing the fragrance at will by the use of a gravity-induced supply. More particularly, the present invention relates to a cartridge type device which contains a fragrance. The air freshening cartridge can be an independent unit or can be incorporated into the design of consumer products so that as a consumer product is tilted or inverted during normal use the dispensing device is refreshed with flowing liquid or gel fragrance.