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10 Fragrance Brands to Watch in 2023


10 Fragrance Brands to Watch in 2023

10 Fragrance Brands to Watch in 2023

There’s a lot happening in the fragrance category now and these are the 10 fragrance brands I’m paying attention to in 2023. Heritage brands don’t really do it for me and I’m not looking to give them more of a shoutout than I already do in my top beauty brands trending on _insert social media platform_. Honestly I want to do more content where I can just share whatever I think is cool and interesting in the Beauty Industry, so if you want that from me too then like, comment, subscribe and ring that bell or whatever.


If you work for any of the brands mentioned in this post and you haven’t sent me any of your perfumes, then don’t be stingey, send me some.


Snif

United States

2020

Founded by Bryan Edwards & Phil Riportella

Brand Type: Modern Minimalist


This brand has some quirky scents and I love the packaging design. A perfume with gasoline notes named “Dead Dinosaur” that comes in iridescent packaging reminiscent of an oil spill? You got my attention.


Odesse

Australia

2019

Founded by Anthony Nasr

Brand Type: Eco Luxe


Lovely solid perfume from Australian brand Odesse. The refillable case feels heavy and luxurious. It has the perfect texture; I never feel like I get too much or too little and it never feels at all greasy. I have the Hotel Jasmine, which has notes of Jasmine, Saffron and Cedar. I love layering it together with my other fragrances.


Boy Smells

United States

2015

Founded by Matthew Herman and David Kien


Boy Smells is a genderful brand that initially started with candles and later added perfume to their lineup. As a non-binary person frustrated with the beauty industry equating “genderless” as bland black and white packaging; I appreciate what Boy Smells is doing.


Bel Rebel

United Kingdom

2019

Founded by Natalia M.

Brand Type: Modern Minimalist


You had me at Bubblegum. Peach Me sounds delicious too.


The 7 Virtues

Canada

2010

Founded by Barbara Stegemann

Brand Type: Alchemy


I love gourmands and The 7 Virtues has some of the smoothest and gorgeous gourmands out there. Vanilla Woods is my current favorite fragrance, and I somehow loved every one of the scents in their discovery set. The brand is very passionate about ethical sourcing of ingredients and their perfumes are hypoallergenic. This is a brand you can feel good about supporting.


BORNTOSTANDOUT

South Korea

2022

Founded by Jun Lim

Brand Type: Modern Minimalist


I mean just look how gritty and dirty this is. With fragrance names like Dirty Rice, NSFW, Unholy Oud, Burnt Roses, Mud and Not Vanilla. I love the edge and it makes me super curious.


Overose

France

2016

Founded by Karl Winters


Overose was the winner of the fragrance category for Beauty Design Awards 2022 (the award I created). The packaging is just awesome and their scents are delicious.


Byredo

Sweden

2006

Founded by Ben Gorham


They have been around for a long time but whenever I’m by Åhlens in central Stockholm and check out some of their new fragrances I’m interested again.


Vyrao

United Kingdom

2019

Founded by Yasmin Sewell

Brand Type: Alchemy


Vyrao aims to create fragrances that will energize you, and honestly who doesn’t need that?


D.S. & DURGA

United States

2007

Founded by David Seth and Kavi Moltz

Brand Type: Apothecary Lab


Have you read the copy on their website? Funniest shit I’ve seen. For a sample read the notes and description for their Pistachio perfume. IYKYK. I Have not tried their fragrances yet, but I want to. Especially Pistachio and Steamed Rainbow.



Thank you for reading! //Jennifer Carlsson

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Portrait photo of Jennifer Carlsson, short neon green hair and rainbow colored eye makeup
Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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