Bee Beardsworth is a writer, photographer, and creative director based in London with a background in fashion, media, and art. She writes about fashion and beauty through a postmodern lens, with an underlying focus on feminism and queer theory. Beardsworth recently completed a degree in the history of art and visual culture, with a strong focus on femininity and queerness in modernity, internet culture and new media, occulture, and architecture.

People expect products and services that feel made for them

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?

Cultivate

Values and Identity

What’s behind perfume’s surge in popularity? 