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Beauty · Subcategory

Fragrance

18 brands

Fragrance is a small, distinct corner of beauty with a strong house style, 18 brands, and most of them are chasing the same feeling. They want to sound like an old European perfume house, even when the company is two years old and based in Brooklyn. Some get there by inventing a word with the right cadence, the way Byredo and Vyrao do. Others borrow French outright, like Le Labo and Maison Louis Marie. This old-world, expensive sound is the default here, so if that is where you land, you will need something in the name or the story that keeps you from blending into it.

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