Hours

Clear bottle of 04 Tea Beneath Clouds extrait de parfum with white label and black square cap
Unisex Is Not a Category
Perfume was ungendered for most of its history. The men's and women's aisles are a sales invention roughly a century old — and they're dissolving. Read more...
Bottle of 01 Before The Crown extrait de parfum with white label and black square cap
The Note Pyramid Is a Marketing Diagram
Top, heart, base. It began as a perfumer's teaching method and became sales copy — and it describes something perfume doesn't actually do. Read more...
Bottle of 08 Beyond The Horizon extrait de parfum with white label and black square cap
What Actually Happened to Celebrity Fragrance
Celebrity scent went from $150m a year to a third of that in three years, then came back. The collapse wasn't about taste — it was about where perfume was... Read more...
Bottle of 03 Space Between Us extrait de parfum with white label and black square cap
Blind Buying Is the Most Expensive Habit in Fragrance
The most-discussed behaviour on r/fragrance isn't a brand — it's blind buying. A case against it, from a house that would benefit from you doing it. Read more...