For a few years it was the warmth and comfort of Le Labo Santal 33, a scent that quickly became the talking point of various Fashion Weeks from London to Paris. It wafted around backstage and along front rows, captivating an entire generation. Before that, Viktor & Rolf’s sugary, amber-laced Flowerbomb lit up the planet, and don't forget Byredo’s woody, aromatic Gypsy Water. [...]

Now? We’re all going crazy for Baccarat Rouge 540, created by Francis Kurkdjian...

— Read more in The Story Behind The Most Popular Perfume On TikTok (& Everywhere Else RN) at Refinery29.