The world of niche fragrances is booming and one brand leading the category is Brown Girl Jane — the first Black woman-owned fine fragrance brand to launch at Sephora! The line of fine perfumes focuses on “scent for wellness,” knowing that scent has the proven ability to affect us on a psychological level. Malaika Jones, co-founder and CEO, joins us to share how they leveraged clinical studies that measured brain activity when smelling different scents, why “Z-alphas” are obsessed with fragrance, how social media made buying a scent without smelling it the norm, and the trend she thinks will rise this year.

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