Inside the cheeky, olfactory world of Chicago's Pearfat Parfum and its founder, Alie Kiral. The world of perfume has long been steeped in European fantasy and cloaked in an air of exclusivity. Pearfat Parfum offers something juicier. Something grittier, funnier, and more grounded with an unmistakably Midwestern edge. Founded by Chicago-based perfumer Alie Kiral, Pearfat Parfum isn’t about chasing old-world glamour. It’s flipping the entire fragrance narrative on its head with

A Study in Scent Strategy, Subtle Seduction & Smart Sephora Partnerships There’s a certain type of girl who knows exactly what Maison Louis Marie No.04 smells like before you even finish saying “sandalwood.” She’s scent-literate, maybe even she’s scent-fluent. And now, thanks to the brand’s latest launch, she can wear her signature fragrance from scalp to shoulder blade without committing to full-on parfum. Enter: Maison Louis Marie’s Hair & Body Mists, a new trio of sheer, s

In a world of viral, fleeting fragrances, MERIT Beauty stands out by embracing slow luxury and timeless artistry. After two years of meticul

Blind testing a new scent can sometimes be worrisome, but the signature trio from Modern Magic, plus the new addition of collaborative launch Naked Beauty, has opened our eyes to endless possibility for personal fragrance customization. These scents are designed to stand alone and do so effectively, but they're also intended to be easily mixable and layering-friendly, allowing for a fully signature fragrance opportunity that has interchangeable potential to select your daily

DefineMe Fragrances, founded by Jennifer McKay Newton, is reimagining the fragrance industry with a focus on empowerment and conscious beaut

We may be on the West Coast in the US, but one look at this launch has us craving a proper European summer vacation -- which means that Australian fragrance brand Who Is Elijah is totally doing its job. And well. The fragrance category is certainly the poetry of the beauty industry, but perhaps it has the biggest challenge of them all when it comes to swaying a consumer to actually press "Add to Cart." Because fragrance is all about scent, right? And we can't exactly smell a