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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“Will the girl who I just met at the perfume store please comment the perfume you recommended,” wrote Chappell Roan on Instagram last month. “You said it smelled like lipstick.”The post went viral and the scent – Girl of the Year by the Los Angeles perfume house Thin Wild Mercury – instantly sold out. Continue reading...


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