The coherent exchange of energy between materials and optical fields leads to strong light-matter interactions and so-called polaritonic states with intriguing properties, halfway between light and matter. Two decades ago, research on these strong light-matter interactions, using optical cavity (vacuum) fields, remained for the most part the province of the physicist, with a focus on inorganic materials requiring cryogenic temperatures and carefully fabricated, high-quality optical cavities for their study. This review explores the history and recent acceleration of interest in the application of polaritonic states to molecular properties and processes. The enormous collective oscillator strength of dense films of organic molecules, aggregates, and materials allows cavity vacuum field strong coupling to be achieved at room temperature, even in rapidly fabricated, highly lossy metallic optical cavities. This has put polaritonic states and their associated coherent phenomena at the fingertips of laboratory chemists, materials scientists, and even biochemists as a potentially new tool to control molecular chemistry. The exciting phenomena that have emerged suggest that polaritonic states are of genuine relevance within the molecular and material energy landscape.