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At a recent fragrance mixer event, I found myself in conversation with a vintage perfume blogger, which up until that point was something I didn't know was of interest or had a community of lovers around it. The more we spoke, the more I realized just how fast this niche is growing. Vintage perfume collecting is no longer just for archivists or hardcore enthusiasts. It’s becoming a mainstream curiosity, with perfume lovers increasingly turning to the past to find scent profiles that feel r …

The rise of influencer culture has changed the way we engage with beauty—and fragrance is no exception. On platforms like TikTok and Instagram, influencers showcase entire perfume closets with 250+ bottles. Labeled as "wardrobes" or "museums," these collections often feel more performative than personal. But here’s the truth: most of these perfumes were gifted through PR. Very few were purchased with intent, and even fewer are worn regularly. This trend has subtly shifted how consume …

While the idea of your product being featured in a major TV show or film sounds like a marketing dream, the reality can be complicated—especially when it happens without your knowledge or approval. Sometimes, it boosts visibility in ways you couldn’t plan for. Other times, it creates controversy, confusion, or even reputational damage. Take Sex and the City’s revival And Just Like That…, where Peloton was blindsided by an unexpected plot twist that linked their product t …