The article celebrates the nostalgic charm of Urban Decay's body powder, a 2000s trend, and introduces Ellis Brooklyn's new fragrance, Marshmallows. This modern scent captures the essence of sugary marshmallows yet adds sophistication with a blend of salty, spicy notes like caramel accord and lemon. Founder Bee Shapiro notes the rising popularity of gourmand fragrances, signifying a shift in consumer preferences towards sweeter scents. As a tribute to the past, Marshmallows aims to rekindle that playful essence while appealing to contemporary tastes in fragrance.
"It’s such a bouncy and fun ingredient, but also, in fragrance, it’s very lovely to work with," Ellis Brooklyn founder Bee Shapiro exclusively tells Who What Wear.
"Gourmand notes were not as popular back when we launched Sweet in early 2020... the fragrance market is practically erupting with new ways to smell like hours spent in a pastry shop."
Marshmallows has a salty, slightly spicy kick-thanks to caramel accord, lemon, amber woods, and milky musks-that keeps it feeling elevated.
Urban Decay may have sunsetted the body powder back in 2013, but all the cool girls I know still smell like marshmallows.
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