Ecommerce On Tap

In this kickoff episode of the new Ecommerce on Tap footwear season, Aaron Alpeter sits down with footwear founder Daniella to unpack the hidden complexity behind one of the world’s most misunderstood industries.

What looks like a simple branding category on the surface is actually a deeply technical, globally fragmented, operationally unforgiving system underneath.

They cover:

• Why footwear behaves like a systems business
• The hidden mechanics inside every shoe
• Why returns are so destructive in footwear
• How military history shaped modern footwear manufacturing
• Why Vietnam, China, Italy, Portugal, Mexico, and Brazil all play different roles in the supply chain
• The role of lasts, midsoles, outsoles, and wear testing
• Why scaling a footwear brand is far harder than most founders expect
• The inventory forecasting nightmare behind sizing curves
• Why consumers evaluate shoes emotionally while brands survive operationally

If you’ve ever underestimated how complicated footwear is, this episode will completely change how you think about the category.

Grüns didn’t just build a supplement brand — they redefined how people consume greens.

In less than 3 years, they went from launch to a $1.2 billion acquisition by Unilever — one of the most aggressive buyers in health & wellness.

In this episode of Ecommerce on Tap, we break down:

• Why gummies beat powders
• The manufacturing breakthroughs that made Grüns possible
• How they scaled to millions of units per day
• And why Unilever had to buy them

If you’re building a CPG brand, this is a masterclass in:

• Product-market fit
• Supply chain innovation
• Exit strategy

Fragrance is no longer just a luxury — it’s becoming a daily ritual.

In this episode of Ecommerce on Tap, Aaron Alpeter sits down with 5 SENS founder Divya Gugnani to break down the massive shift happening in the fragrance industry.

They cover:

1. Why fragrance is the fastest-growing beauty category
2. The rise of “fragrance wardrobes” vs signature scents
3. What most founders get wrong about clean beauty
4. How to build a brand that actually has repeat purchase
5. The real playbook behind building a business worth buying

If you're building in beauty, DTC, or consumer brands — this is a must-watch.

$1B in sales… and Ari by Ariana Grande barely owns it.

• Why Ari by Ariana Grande scaled to $1B through licensing instead of ownership

• How “Cloud” became a hero SKU by riding luxury fragrance dupe demand

• The real unit economics behind a $70 perfume bottle

• How Sephora and Ulta distribution turned it into a global brand

Aaron Alpeter is a supply chain operator who has worked with 200+ brands. He breaks down how Ari by Ariana Grande built their supply chain to support billion-dollar retail scale.

Luxury brands used to take centuries to build. But Byredo did it in less than 20 years.

In this episode of Ecommerce on Tap, we break down how Byredo went from a niche fragrance startup in Stockholm to one of the most respected luxury brands in the world — eventually selling a majority stake to Puig.

We cover:

• How a former basketball player founded Byredo

• Why luxury brands succeed through culture, not price

• The four engines of modern luxury brands

• How distribution shapes brand perception

• Why Burberry nearly destroyed its luxury status

• Why fragrance is the perfect entry product for luxury brands

• What Puig really bought when acquiring Byredo

If you’re building a brand, this episode explains the modern luxury playbook.

Register for the liberation day, one year later webinar here: https://addcal.io/e/s96v42dzhrod

Prestige fragrance is one of the most structurally gated industries in consumer beauty. Four compounding houses control formulation. Retailers decide survival based on velocity per door. Most brands never break through.

So how did Kayali — an influencer-born, Middle Eastern-positioned fragrance brand — scale globally through Sephora?

In this episode of eCommerce on Tap, Aaron Alpeter and Nathan Resnick break down:

• Why Middle Eastern fragrance historically struggled in North America

• How Huda Beauty built the infrastructure first

• Why Vanilla 28 became the hero SKU

• The impact of TikTok and COVID on fragrance growth

• Why Kayali spun out as an independent company

• Who could eventually acquire Kayali (Puig? Estée Lauder? LVMH?)

This episode explores cultural translation, retail strategy, portfolio logic, and the economics of prestige fragrance.

If you’re building in beauty, CPG, or consumer — this is a masterclass in strategic positioning.

Le Labo didn’t scale the way fragrance brands were supposed to — and that’s exactly why it worked.

In this episode of Ecommerce On Tap, we break down how Le Labo rejected celebrity launches, mass distribution, and growth theater to build one of the most culturally defensible brands in modern beauty — and why its acquisition by Estée Lauder permanently changed how acquirers think about fragrance.

We cover:
Why “restraint” became Le Labo’s unfair advantage
How in-store compounding and ritual created real brand moats
What this deal taught acquirers about authenticity, taste, and long-term value
If you care about brand, supply chain, or acquisition strategy, this episode is a masterclass.

🎙 Ecommerce On Tap is brought to you by Izba and Sourcify.

Fragrance didn’t fail because people wanted fewer options.
It failed because it forced certainty in a world that isn’t.

In this episode of Ecommerce on Tap, Nathan Resnick and Aaron Alpeter break down how DedCool quietly rebuilt fragrance by questioning its most basic assumptions: gendered scents, signature bottles, and permanence.

We explore:
Why smell is learned, not universal
How fragrance became a social signal (not just a product)
Why layering reduces risk instead of creating confusion
How DedCool grew from a solo founder with an Instagram page into a $25–30M scent platform
What founders can learn from staying founder-led longer than feels comfortable

This is a deep dive into brand behavior, not trend-chasing, and a blueprint for founders building categories the rightway.

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🧠 Brought to you by Sourcify & Izba

Fragrance didn’t suddenly work online—it needed a new translator.
For decades, fragrance was built around authority, aspiration, and department store counters. Then Phlur quietly broke the rules.

In this episode of Ecommerce on Tap, we break down:
Why fragrance failed early DTC
How Phlur’s founders built a credible but plateaued clean fragrance brand
Why selling “clean” wasn’t enough to scale
How TikTok changed fragrance discovery
The strategic reboot behind Phlur’s breakout product Missing Person
Why Phlur’s supply chain, manufacturing strategy, and channel mix look nothing like legacy fragrance brands
What Phlur teaches operators about category reinvention, hero SKUs, and scaling without dilution

This isn’t a hype story.
It’s an operator case study on how culture, systems, and storytelling intersect to unlock growth.

🎧 Listen if you’re a founder, operator, investor, or brand leader navigating:
DTC vs retail tradeoffs
Rising CACs
Category saturation
Cultural relevance vs operational discipline

Welcome to ECommerce On Tap, where Aaron and Nathan dive deep into the inner workings of the world’s most dynamic consumer categories. This season, they’re unraveling the mysteries of fragrance—from the basics of what constitutes a scent, to the rich history that took fragrance from ancient rituals to global luxury status. Whether you’re curious about the science behind a great perfume, the complexities of launching a fragrance brand, or the trends shaping the $50+ billion global market, this episode sets the stage for it all.

Join our hosts as they cover how fragrances are made, who holds the power in the supply chain, the role of storytelling, and the regulations that shape what ends up in the bottle. With personal stories, industry insights, and a look at the cultural icons that changed everything—like Chanel No. 5—this is the essential introduction to a season filled with brand spotlights, founder journeys, and actionable takeaways for ecommerce entrepreneurs.

So whether you’re a fragrance fanatic, a brand builder, or simply intrigued by what makes this industry so unique, tune in—ECommerce On Tap is about to make the world of scent come alive. Don’t forget to subscribe and stay with us for the full fragrance deep dive!