TikTok. If there is a place you should go find out about what is popular in beauty these days, it is bite-size videos on the addictive social media platform. The application has deep Beauty Change game thanks to its endless streams of beauty tips, tricks, hacks, viral challenges and recommendations professionals and enthusiasts alike. A TikTok beauty niche sector is completely obsessed lately is “PerfumeTok”, a community of creators who are opening the often complex world of fragrance through sharing candid opinions, proven and true favorites, popular dupes and more burden. Then discover five Perfume Influent ink to stay up to date.
A nose based in Dallas, Tex., Fumi Monet went from talking perfumes in TikTok two years ago to make its own signature fragrance, Exalté, a warm floral aroma. Its fragrance content includes comments, instructive videos on how layer, what luxury perfumes she loves and which options less than $100 are the best to try.
Fragrance expert Travaulya Wallace publishes from his workplace, the Nordstrom flagship in New York, breaking the designer and niche perfumes you should buy. Take a look at your “duets” with your followers (which values your fragrances collections) and black-owned brand videos.
Luna is a U.K.-based TikToker with a polished aesthetic and a great vocabulary for fragrance. (She even creates floral arrangements inspired by her favorite fragrances.) On its website, it encourages its followers to expand their pool by trying niche options and praises the less-spoken benefits of smell: its ability to activate memories, promote attention and act as a humor lifter.
Have you ever entered a Shoppers Drug Mart and get a smell recommendation from a super-known staff? Maybe you’ve met Emma, the Canadian perfume lover and college student who often publishes videos of the Shoppers perfume hall (where she works). In his TikTok, he shares recommendations on different fragrances families, as well as videos without boxing.
In 2021, Emelia O’Toole put her nose to work, trying more than 700 perfumes for her Instagram and TikTok. He even has a PDF on his Linktree, nicknamed the “Anthology of the aroma”, which contains every perfume in his collection and his opinions of them. It offers complete brand reviews and lists of the best selections. (She calls them “Dean List.”)
This article first appeared FASHION September issue. More information here.