Storytelling is such an important part of branding, and the story behind this brand has roots in bathhouses and disco balls. Who knew the sober-looking, traditional Les Bain Guerbois is actually linked to the hottest Parisian nightclub of the 20th century? Get the full story in this article.

Once again the clock is ticking and time may be up for TikTok in the US. In an effort to protect citizens from dangers posed by the sharing of personal data stemming from the platform’s Chinese owner, a ban may go into effect in mid-January 2025. If the ban succeeds beauty and fragrance brands will be scrambling to maintain social media exposure.

Industry data shows South Korea is a growing fragrance market where niche brands are highly sought out. Consumers indulge in these small luxuries and are still favoring international brands since the local ones lack expertise. However, this can change so the opportunity to build brand loyalty is now.

With the fastest growing search interest, year over year, matcha is the perfumista’s darling. The cosy, calming tea note is the latest note to go viral with it’s own #MatchaPerfume hashtag. What’s behind the buzz? Find out in this article.

Fragrance may be on everyone’s gift giving list this holiday season, according to consumer data source, Circana. Whether driven by #PerfumeTok or a residual positive after effect of the pandemic, fragrance continues to ride a positive wave as consumers clamor for brands running the gamut from mass to artisan.

As a complement to this week’s article on the Middle Eastern approach to Perfumery, here is a look at the way fragrance was made and used in ancient Egypt. A temporary exhibit in Cairo used AI technology to create an immersive experience for visitors to learn about the role fragrance played in ancient Egypt. They’ve even reconstructed several scents for visitors to smell.

Fragrance swaps are a relatively new concept with old roots. A group of fragrance fans come together to share stories and swap scents with like-minded individuals. So if you made a bad blind buy, you’re not stuck with it! Someone else may treasure that fragrance. Read all about the trend in this article.

It’s an event in New York City that brings fragrance fans, perfumers and industry experts together to explore, discover, share and connect. In this article fragrance lover, collector, and founder of ScentXplore, Max Forti, speaks candidly about his ambitions for ScentXplore, the US-based niche perfumery tradeshow.