INSIGHTS INTO FRAGRANCE REVIEWING AND THE POWER OF SCENT MEMORIES with ThePerfumeLife, Fragrance Content Creator

ThePerfumeLife is a leading and highly esteemed fragrance reviewer known for her fondness for gourmand and ambery scents. As a beloved fragrance TikToker, she has garnered a dedicated following on the platform of over 27k fragrance enthusiasts.

Describing herself as a true ‘’fragrance bestie’’, we had the opportunity to sit down with the recent law graduate/part-time fragrance reviewer and explore her unique fragrance reviewing style, additionally discussing her vision for the industry, which is rapidly evolving thanks to the exponentially growing online community of savvy enthusiasts.

Can you share a bit about your journey into the world of fragrance? What sparked your interest and led you to become a fragrance content creator?

When I first moved to the UK for university in 2020, I found myself quite homesick for the first time.
Despite enjoying novel adventures, I was overwhelmed by all the new experiences, and I found solace in fragrance.

Our sense of smell is so closely tied to our memories that I could ground myself in a feeling of home, thousands of miles away.

I remember decanting my teenage perfumes into little atomisers every time I flew back to university, and things spiralled from there.

As for how I got into content creation, it started with a quotation that I read: “if you are not creating, you are consuming”. It struck a chord with me, and I made my first video about a year ago. I had a lot of time on my hands afterI had surgery last summer, and I was fortunate enough to get my account off the ground!

Nonetheless, I could never have imagined things turning out so well, and I am so grateful for everyone who has supported me on this journey.

The online fragrance community is exponentially growing. What has your experience been so far as a part of this community? How has it impacted your perspective on fragrances?

Before I started my own account, I remember diligently watching every new video from my favourite content creators from afar.

I feel really lucky that I now get to discuss and exchange with those same creators, as part of our fragrance community! In particular, I remember watching a video by one of my peers about how our taste in perfumes can change over time.

This really impacted my perspective on fragrances, as it prompted me to revisit scents and notes that I thought I did not like. For example, I never thought much of Montale’s Arabians Tonka when I first smelled it, but now I am desperate for a bottle!

Everyone I have spoken to has been extremely kind, and the fragrance community has been moving together towards revising language that has been historically used to describe certain facets, but hurtful to certain communities, for example.

How do you approach the process of selecting and reviewing fragrances?

As a law student, I am a huge research fanatic, and I would never purchase a fragrance without testing it first.

I usually start by spraying on paper, if I can find the perfume in stores.
Then I spray on skin, and this often makes a huge difference. Just yesterday, I tried Amouage’s Guidance on my wrist for the first time, and it smelled so gorgeous: far less sharp than it was on the blotter.

Spraying on skin and clothes also gives you a better idea of longevity and sillage.
So, after combing through fragrance portals and TikTok recommendations, the best way to review a fragrance is always to get your hands on a sample. Once I’m confident in my opinion on a perfume, then I can start making some videos!

The fragrance industry has seen various trends over the years. In your opinion, what current trends stand out the most? How do you feel about these trends, and do you see them shaping your content?

One trend that I find absolutely fascinating is the perfume world’s move towards hyper-realistic fragrances. “Skin scents”, true-to-form gourmands, and even perfumes that smell like tennis courts abound! Whilst I am not sure that I would want to smell like freshly cut crass and neon sports equipment, I really appreciate the artistry in getting fragrance to mimic real lived experiences.

The trend has massively shaped my content because it has gotten me to appreciate that perfume is about more than smelling good.

It is also about capturing a feeling, and that is the aspect of fragrance that got me so hooked on it in the first place.

As a Gen-Z content creator, how do you think your perspective and preferences differ from those of previous generations?

A lot of “classic” fragrances showcase florals and aldehydes, so it is only natural that previous generations find these profiles more appealing.

Although I am fond of traditional notes, gourmands have come a long way since their genesis in 1992, and as a young content creator, I really enjoy a good vanilla or caramel perfume! Perhaps more broadly, though, I am appreciative of how younger content creators are pushing for more diversity in the industry. The community used to be extremely homogenous, but social media has begotten greater accessibility, and I am proud to prove that fragrance enthusiasts can come in all shapes and sizes.

How do you think content creators like yourself have influenced the way fragrances are effectively conveyed to consumers?

My favourite thing about content creators is that our videos are usually quite raw and straightforward.
All of my TikToks are made up of clips that I have taken myself, and every review comes from careful, real-life testing.
I like to think that this means consumers get a better sense of what they are purchasing, but I also know that social media “hype” can spread very quickly!

When perfumes go viral, people often make purchases they regret, and that’s why I never encourage “blind buying”. This is especially true given that skin chemistry plays a big role in the performance of a fragrance.

Among the numerous fragrance brands available, are there any that particularly resonate with you? What draws you to these brands?

I am a big fan of many different houses, but here are a few of my top choices!
First up, I really love Kayali. Not only are their fragrances cruelty- free, but they are absolutely beautiful and innovative. My personal favourite is Yum Pistachio Gelato. In addition, their founder, Mona Kattan, is an awesome presence on TikTok. She really engages with the community and radiates positive energy.

Next, I have always greatly admired Maison Francis Kurkdjian. Baccarat Rouge is probably the most culturally significant perfume of our generation, and I find the quality and longevity of their fragrances extremely impressive.

Most recently, though, I have started to foray into EX NIHILO. Literally named “Out of Nothing”, the brand does not subscribe to traditional rules, boundaries or stereotypes. I find that inspiring.

I’d also like to shout out Skylar, an Asian-owned American brand that makes stunning clean, cruelty-free scents. They were one of the first brands to ever work with me, even when I had less than 5k followers, and they will always hold a special place in my heart!

The fragrance landscape is constantly evolving. What changes or developments would you like to see in the industry?

Firstly, I would love to see greater diversity. Fragrance professionals come from everywhere in the world, not just France, and I think we should continue to promote businesses owned by POC, too. We also need a shift in perfume terminology, such that we leave phrases like “oriental” in the past.

Secondly, I’d like to see more accessibility. There can be a tendency on TikTok for people to suggest that all good perfumes must be expensive, when that is far from the truth! Indie brands, perfume oils, and body mists are all great options, and the industry should be more considerate of how copywriting marketing should be less exclusionary.

Lastly, it is wonderful to see that many brands are ensuring their fragrances are ethically sourced and cruelty-free. I would love to see a world where no perfumes are tested on animals.

What is one of your most treasured scent memories?

Last year, when I was visiting family in New York, I was fortunate enough to pay a visit to Olfactory NYC. This beautiful boutique allows you to create your very own scent composition, by mixing base perfumes with a variety of different top notes.

Afterwards, you can watch your unique blend get bottled and labelled with the name and design of your choice.
My boyfriend and I both made fragrances that we wore for the rest of the trip, and the scent now always reminds me of Christmas in the Big Apple.

I will never get over the power of perfume to transport you to a special time in your life. I hope that I can share that magic with people through my channel!