A new wave of indie fragrance brands are modernizing the perfume industry to reach young consumers. From Rihanna’s Fenty Beauty perfume, to Billie Eilish’s debut scent, we’ve told you about the many ways popular fragrance companies have been targeting young people. Now, a slate of indie fragrance brands “that sell mostly direct-to-consumer via their own online sites” have been emerging to reach the next gen of scent lovers. France-based Ormaie Paris uses sustainability-obtained natural ingredients for its fragrances; The Nue Co. has pushed “anti-stress” claims for its cozy cardamom Functional Fragrance; and D.S. & Durga, Boy Smells, and DedCool have all become “big names” in the category because they’re all “innovative, forward-thinking, and buzzworthy.” While indie fragrance brands have been around for some time, social media has played a major role in their exposure. There’s the growing subculture of #PerfumeTok—and TikTok accounts like Nearly Nose Blind have been celebrating and showcasing up-and-coming fragrance brands. (Fashionista)
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