Bee Beardsworth is a writer, curator, creator, and cultural/creative consultant based in London. Her work focuses on postmodernism, aesthetics, art, and fashion through the lens of feminism, queer theory, spatial biopolitics, and cultural critique.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Chriselle Lim is the creative director of scent brand PHLUR.

Scout Dixon West is a perfume content creator on TikTok.

JT Siems is a perfume historian and founder of Immortal Perfumes.

Gen Z (born 1997-2010)

United States

Beauty

Campaign Monitor

Ad Age

Glossy

Interview with Chriselle Lim conducted by the author

Interview with Scout Dixon West conducted by the author

YPulse

Forbes

BeautyMatter

Interview with JT Siems conducted by the author

Beauty Independent

Vogue Business

PR Newswire

National Post

CBCommerce

Circana

McKinsey and Co

LVMH

Statista

While perfume has been around for nearly as long as humans, it is currently having a moment and outperforming sales of any other beauty products across the board. It seems like younger consumers can’t get enough of niche new fragrances and emerging scent brands. What’s behind perfume’s renaissance?