It’s the start of 2025, and what are we smelling? A lot of existential ennui, a lot of apocalyptic uncertainty, a lot of Baccarat Rouge dupes. 

If a chart of the fragrance brands with the most social media “vitality scores” (c/o WWD and Beauty Inc) is to be believed, it’s a lot of the usual suspects. But if we were to go off of what we’re seeing (or smelling) released, fragrance is getting more individualistic as it is spawning more virality through trends and category interest. 

What price point makes a fragrance “affordable?” What does “niche” even mean anymore? And, for that matter, what does the evolving definition of luxury (or quality) mean for fragrance? If you’re like us and know very little about the economy but are attuned to its vibes nonetheless, may this be a mildly interesting episode for you!

[What we smell like today: Coty Infiniment Artisto Chypre, Tom Ford Cherry Smoke and Electric Cherry]

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