Perfume isn’t just back—it’s booming. In this episode, we explore the global fragrance renaissance powered by TikTok, where “#PerfumeTok” tastemakers, not glossy ads, are driving sales to record heights. Gen Z is leading the charge, experimenting with scent wardrobes instead of sticking to a single signature spray, while even teenage boys are diving in through the rise of “smellmaxxing.” From niche indie brands to viral mid-range hits, we unpack how social media has transformed the fragrance world from predictable to wildly expressive—and why this scented surge is outpacing every other corner of beauty.

https://www.economist.com/culture/2025/04/24/tiktok-is-changing-the-perfume-business