""A golden toasted marshmallow in a bottle," said one creator of Donna Karan's Cashmere and Palo Santo scent."
""Like a lemon bar," said another of Anna Sui's Sundae range."
""The woman who wears this is doused in royalty and confidence," gushed a male influencer about Viktor and Rolf 's Flowerbomb."
""Yesterday, we had to convince the brands to go to Amazon or TikTok. Today, the reason for a brand to exist is to be on [those channels]," said Madar."
Direct-to-consumer sites and digital channels such as Amazon and TikTok Shop are becoming the primary platforms for fragrance sales. Nielsen reports around 55 percent of US fragrance sales happen online, and Euromonitor shows global online fragrance sales grew 17.2 percent in 2024. Department stores are decelerating, with bankruptcies and major store closures. Interparfums expects roughly half of perfumes will be bought online and anticipates about 40 percent of its business online. The company increased marketing budgets for Amazon and TikTok by 25 percent while reducing spending on other channels. Buying unsmelled partially explains why lower-priced and mass brands perform well online.
Read at The Business of Fashion
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