These launches speak to fragrance’s growing power as both a revenue stream and a marketing tool. According to data analyst firm Circana, fragrance represents the fastest-growing prestige beauty category this year thus far, with dollar sales up 12% in the first half of 2024 versus the same period in 2023. But they are also a response to an evolving perfume audience that is hungry for more offbeat fragrances — should those launches pass muster with their discerning noses, that is.

— Read more in Why companies from Cirque du Soleil to Esquire are launching perfume at Glossy.