The perfume influencers to follow right now

There is no doubt that the fragrance sector is currently driving the success of the beauty industry. Not long ago, the contents of those cute little bottles were considered an accessory one could do without, but in 2024, perfume has evolved into an essential item, worn to represent the wearer's personality. The numbers don't lie: reports estimate that the fragrance market will reach €42.4 billion by 2025, with an annual compound growth rate of 3.9%. The biggest enthusiasts and buyers are Gen Z boys and girls, who are no longer loyal to just one scent for life, but instead love to switch perfumes based on their mood, experimenting with functional fragrances, gourmand scents, floral notes, and woody or amber olfactory nuances. They buy candles to scent their homes, special formulations to spray on their hair, and they know how to choose the best olfactory notes for a date. Some even indulge in olfactory tourism, embarking on vacations guided by an emotional geography. And when they're unsure about which perfume to add to their collection? Well, they turn to perfume influencers who dominate Instagram and, most notably, TikTok, where the hashtag #PerfumeTok gathers a growing community of perfume lovers, collectors, and experts who share their passion with the world. Between unboxings, dupes, and various tips, they speak in a very personal and engaging way about notes, unusual combinations, and the power of scent to evoke emotions and express the wearer's personality.

Scout Dixon West

Model, actress, screenwriter, and lead singer of Low Pony, Scout Dixon West is also one of the coolest perfume influencers on TikTok. Beautiful and tattooed, her passion for fragrances spans from the most famous brands to indie ones, standing out for her sharp sense of humor and deep knowledge of the subject. In her videos, she weaves personal memories with observations on trends, society, and pop culture, describing perfumes in evocative and unusual imagery. For her, "our culture is obsessed with individuality, or the illusion of individuality. Perfume can do this: be an exclamation, armor, or a weapon." Last year, she launched the first three fragrances of her namesake brand: El Dorado, Incarnate, and Coney Island Baby.

Funmi Monet

Funmi Monet, aka "your fav fragrance auntie," began her journey as a perfume influencer in 2018 after her therapist suggested she focus on things that made her happy. Today, the Texan is one of the most famous content creators in the industry, with millions of followers trusting her fragrance expertise. Monet's content is humorous and educational, making her videos engaging for everyone, regardless of their prior fragrance knowledge. "Perfume tells a story, and the beautiful thing is that this story is a blank slate every day, just like our lives," Monet said in an interview. In 2022, she added Exalté by Funmi Monet, a floral perfume featuring Turkish rose and jasmine notes, to her collection of over 200 fragrances.

Emelia O'Toole - Professor Perfume

Emelia O'Toole, also known as @professorperfume, describes herself as a "full-time perfume fangirl." She began posting about fragrances in 2020 and has since gained thousands of TikTok followers. She became famous that same year after a video in which she criticized people who store their perfumes in the bathroom, claiming it ruins them faster due to the temperature changes in the room. Her content stands out with the Sniffbusters series, where she tests TikTok theories, or the Perfume Aesthetics series, linking internet aesthetics to fragrances, such as "cool girl cafe perfumes" or "scents that romanticize autumn." She partnered with Snif to release the Vow Factor fragrance, featuring notes of mandarin, neroli, and cedarwood.

Olivia VanDerMillen - OliviaOlfactory

On her social bio, Olivia VanDerMillen, aka OliviaOlfactory, calls herself "your fragrance fairy godmother." But on Instagram and TikTok, she's known for her straightforward and honest perfume talk. Her followers appreciate her for pairing her opinions with chemistry lessons that explain the content of various bottles. Her quirky charm and ability to share olfactory experiences in a mix of memories and emotions make her stand out. However, some critics say she talks too much about scent layering and promotes certain brands over others.

Clémence Pellé - Clemence CC

Clémence Pellé, aka Clemence CC, began as a YouTube vlogger. Born in Paris and raised in Brittany, she now lives in London and worked as a Chanel perfume expert for five years before becoming a full-time fragrance specialist. Spirited, fun, and knowledgeable, she owns about 400 perfumes, which she uses to advise her followers on trends and olfactory notes to choose according to their tastes and occasions. Her plus? Her coquette looks and ability to engage her audience.

Maria Host-Ivessich - Scentlist

Maria Host-Ivessich is a director and a great fragrance enthusiast, so much so that she created Scentlist, a website and Instagram community where she shares advice with great humor, fun, and aesthetic sense, through posts like "A Day in a Miyazaki Film" and "Smells like a Guadagnino Summer Romance." Speaking about the project, she said, "Scentlist was created specifically to make those first steps easier and to make the process of choosing a perfume fun and imaginative, because for me, a fragrance is not just a little liquid in a bottle, but a whole experience that helps project the image of the person I want to feel like that day." A few fun facts about her? She inherited her love for perfumes from her mother. 

Emma - Perfumerism

Her name is Emma, she is from Toronto and took a postgraduate degree in fragrance at ISIPCA Versailles that allows her to explain what lies behind a perfume and, for example, why some fragrances can sometimes smell unpleasant depending on our body chemistry. On Tiktok's account,  @perfumerism, she alternates chemical and technical notions with reviews and advice on which fragrances to choose for each occasion. Want to know her suggestion for fall? Aim for gourmand fragrances, often associated with sweet, edible notes, with a prominent presence of vanilla and spices such as cardamom. Vanilla scents and milky fragrances are always popular, perfect for spritzing for dinner dates, nights out, or special events, but also for enduring autumn nostalgia.

Sara Salamino - Sara La Profumiera

Ironic, easy-going, and passionate about perfumes, Sara Salamino, known as Sara La Profumiera, loves gourmand and powdery scents, perhaps because they combine her love for food and the connection to memories and smells from the past. On Instagram and TikTok, she dispenses advice on brands, scent notes, but also on beauty in general. If you want to know if Zara's products are good, what scents you're underestimating or what a review would have been like in Bridgerton's day, she's creator for you.

Valerie - The Niche Sampler

Valerie, known as The Niche Sampler, is a perfume enthusiast who has turned her passion and elegant olfactory taste into a source of information for her followers. Unlike some of her colleagues, she seeks to disincentivize consumerism for its own sake. Convinced that fragrances should be a personal expression of self, she thinks and teaches that having a few bottles of perfumes you really love makes much more sense than hundreds of bottles you can barely finish. Her advice on how to choose the right mix of scent notes? Opt for something that fits your lifestyle, do lots of trial and error, don't pay attention to trends, and once you've made your purchase, store your bottle properly, out of direct sunlight and in a cool, dark place. 

Suzy - Scentnsensibility

Suzy, @scentnsensibility on Tiktok, talks about both perfumes and movies. Her reviews are always genuine and done according to her personal tastes. Followers love her because it is clear that she is not trying to sell a product, only to inform. Among the most popular content are the videos in which Suzy associates certain scents with movie characters. If you like her, you will also like @perfumesymphony.