Jonelle Dholah-Davis didn’t know what Glossier’s new perfumes would smell like, but she knew she wanted both of them. The 28-year-old nail artist in Ontario, Canada, woke up on the morning of Oct. 3, logged on to Sephora’s website, and purchased Rêve and Doux for $78 each.

In the perfume world this is called a blind buy. And, according to Glossier, the beauty brand founded by Emily Weiss in 2014 and last valued at over $1 billion, many other customers bought the scents without smelling them as soon as they were released.

— Read more in How Gen Z Fell for Glossier’s New Perfume Without Ever Smelling It at The Wall Street Journal.