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‘Smellmaxxing’ and ‘frag heads’: how the gen Z perfume boom came up roses for indie brands
The global fragrance market is bigger than ever as small makers are buoyed by PerfumeTok – and teenage boys
On a recent visit to Bloom Perfumery, a boutique selling independent and niche fragrances in the UK, I watched a boy who couldn’t have been older than 16 chat about cologne with an assistant twice his age with a genuinely inspiring level of passion and sophistication, beaming through his braces as he discussed smoky notes. The Canadian brand Zoologist found fame for its award-winning Bee scent (notes of ginger syrup, royal jelly and broom) in 2020, as did Inexcusable Evil by the Romanian perfumer Toskovat, with its bouquet of bandages, blood and burnt flowers. “I was exploring storytelling through photography, print and pattern and I began incorporating scent.” She was inspired by family photo albums; holiday snaps of Gambian beaches led to her perfume Tropica, which combines sea salt, pineapple and coconut.
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