We recorded this ep on the eve of the U.S. TikTok ban, speculating what will become of the fragrance culture (and economy) in a post-TT digital landscape. Welp. We all know how that went...
So instead, enjoy this little chat that may very well become prescient now that we know who the clock app is pledging allegiance to...

[What we smell like today: Montale Arabians Musk, The Maker Dream]

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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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We do this every year: reflect upon what happened in smells this year, while predicting what the next year will bring in our scented economy. So far, we've been... right. So please enjoy another edition of our visionary scent forecasting for the year to come based on our sheer intellect and powerful nosiness of the industry at large. 

[What we smell like today: Binaurale Matchbox Romance, Coty Infiniment J'ai Trois Amours, Dossier Orange Glow]

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AKA Our most-worn, most-talked-about, most loved scents released in 2024. 

[What we smell like today: Dauphinette Poisonoud, Snif No Noses Inc Naughty Nonna]

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What do you get your college-aged girl relative, boy roommate, tech bro with questionable hygiene, situationship, hot mom, and anxious wellness-pilled friend for the holidays? We don't know. Oh wait, but it's scent-themed? OK, yes, we know. 
Enjoy this highly specific gift guide for all kinds of non-random individuals in your life who you wish to treat with the best type of gift (manipulatively): smells that create memories that they will remember you by.


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The smell that launched a thousand ships, if there was one, it would probably be wafting from some maiden absolutely doused in any cheirosa of choice from Sol De Janeiro's perfume mists. We have Maggie Arms and Liza Henowitz from the product side to talk to us about the Sol De Janeiro scent philosophy, some top-tier Cheirosa combos, and what makes their perfume mists just so... that girl.

[What we smell like today: Regime Des Fleurs Fleur Eclair, Robert Piguet Bois Noir]

Aroma is the singular fragrance of Costa Brazil, one recognizable by its wooden box "bottle" and unforgettable by its deeply resinous and earthy... aroma. We have Francisco Costa on this episode to talk about his trips to the Amazon, which led to the creation of this very popular scent, and the importance of having a point of view through scent.

[What we smell like today: Victoria Beckham 21:50 Reverie,  Forevr Mood You Remind Me]

...And other listener queries. We are catching up at SYL HQ with a few hotline queries, including what scented laundry detergent is actually good for, and what's the deal with fragrance getting so intense lately? 

Other things we discuss in this ep:

• An xoVain wedding reunion
• The Cult Gaia scents (well, one of them)
• Sable smells like Creed Delphinus
• Creed re-released Aventus Absolut, its "limited-edition" flanker yet again
• Tynan smells like Forvr Mood NDA
• Sable is back on her eBay bullshit, collecting y2k scents (Givenchy Very Irresistible, Mugler Aura, and Aura Sensuelle)
• Mugler Angel Fantasm is more evidence that everyone seems to be doing pineapple

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We have Mark and Nick Holmes, the father & son duo of Bianco Profumo — a new Chicago-based fragrance brand that captures the Italian-Americana of the '80s and '90s. In their words: "We do it big. Our hair is perfectly spritzed into place, we speak ten decibels louder than everyone else, we’re the life of every party, and we smell f**king terrific." Their debut launch of three scents immediately grabbed our attention (not hard with these scent profiles: a black cherry leather jacket, a ripe tomato garden, and the modern Cool Water of today) and from what we learn in this episode, this is just the beginning for Bianco Profumo.

We discuss:

• the food at the Glossier Yous launch event
• a restroom perfume rec
• the secret Tsu Lang Yor launch event at Stéle we attended
• Mugler Angel Fantasm — just as punchy as the original, plus piña colada
• Sable smells like DS & Durga Murder Mystery set Prof. Newton Hay + PRof. Rrose
• Tynan smells like Pearfat Stomped On Bed Of Lettuce

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Eleasium's mystically oceanic and intuition-formed debut scent is a single perfume oil inspired by dark, cold water, pomegranates, mermaids, seashells, pearls, and...attachment theory. We have Courtney Brunson, founder of Eleasium (and our former colleague from xoJane days) on this episode to chat about her career in brand copy and product development, moving to Paris, and making her first fragrance, Attachment Oil.

[What we smell like today: Margiela Replica Coffee Break + Afternoon Delight, Bianco Profumo Remix]

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Classic gameboard game turned film, and now perfume brand, Clue Perfumery is such a novel take on the smells of everyday surroundings: the forest floor, church pews, a dusty lightbulb, and more curious objects. Perfumer and co-founder Laura Oberwetter comes on the pod for this episode about all things Clue Perfumery (Those custom caps! Designing the bottles and branding! Making a beer scent!).

[What we smell like today: Glossier Reve and Doux, Clue Perfumery Morel Map]

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