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There’s a growing trend across social media, especially on #PerfumeTok, where collectors proudly showcase rows of gleaming bottles and talk about their ever-expanding fragrance wardrobe. What was once considered a luxury owning a few perfumes has turned into something else entirely. Some claim hundreds, even thousands, of bottles. But at what cost? Let’s talk about what gets lost in the mix. Scent Without StoryScent is deeply personal. It’s how we leave traces of ourselves in a …

The beauty world is buzzing about e.l.f. Beauty’s recent acquisition of Hailey Bieber’s Rhode brand, and for good reason. At a recent industry talk, what truly set e.l.f. apart was their commitment to ingredient transparency which is a promise that resonates deeply with today’s conscious consumers. While the FDA currently bans only 11 ingredients in cosmetics, e.l.f. has voluntarily excluded over 2,000 potentially harmful substances from their products, …

Why Matcha Perfume Is the Breakout Fragrance Trend of 2025 Matcha has made its way from lattes to luxury fragrance. Once known only as a café favorite, this powdered green tea is now being celebrated as one of the most modern and desirable notes in perfumery. Its soft complexity is winning over fragrance lovers who want something more grounded, more personal, and less expected. Why Matcha Is Gaining Popularity in Perfume Fragrance brands are moving away from overpowering blends and leanin …