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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 consumers view fragrance. Perfume is no longer about memory, confidence, or sensuality. It’s become a status symbol—something to accumulate, show off, and display on a shelf. But when your collection is that large, fragrance stops being emotional. It becomes content. And that undermines the true purpose of wearing scent: to express identity, to feel something, to be remembered.

Let’s be honest: no one's personal taste is so vast that it warrants hundreds of full-sized bottles. Having too many options leads to fragrance fatigue. You’re not savoring scent—you’re sampling endlessly, chasing the next shiny launch.

There’s nothing wrong with exploring perfume. But let’s return to intentionality. A few well-loved bottles that evoke a strong reaction or memory can do more for your confidence and self-expression than a closet full of unopened flacons. It's time to rethink the influencer-driven obsession with excess and rediscover the beauty of choosing fragrance with meaning.

If this speaks to you, check out our blog post on why perfume should be part of your self-care ritual: https://mairfragrance.com/blog/the-importance-of-self-care-and-why-perfume-should-be-part-of-your-routine