To put it mildly, it’s an interesting time for the fragrance industry.
For one, its audience is suddenly expanding, thanks to an onslaught of fresh demographics like teen boys who’ve joined the ranks as spritzers. But it’s a segment that’s also deepening due to the rise of an uber-passionate subculture known as “frag heads.” Think sneakerheads, except they get hopped up on fragrances. Their reliably inspired, fervent online discussions on PerfumeTok and dedicated forums expose an intriguing paradox.
While perhaps our most powerful sense, scent is also our most local. Even familiar aromas are practically impossible to recall when we’re out of sniffing distance. And yet, it doesn’t seem to matter. Fragrance is flourishing via URL despite only experiencing it in IRL.
