‘Smellmaxxing’ and ‘frag heads’: how the gen Z perfume boom came up roses for indie brands

theguardian.com/fashion/2025/jun/30/perfume-boom-gen-z-independent-brands

The global fragrance market is bigger than ever as small makers are buoyed by PerfumeTok – and teenage boys
“Will the girl who I just met at the perfume store please comment the perfume you recommended,” wrote Chappell Roan on Instagram last month. “You said it smelled like…

This story appeared on theguardian.com, 2025-06-30 12:30:21.
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