Why Are Black Fragrance Creators Still Unsung?
4 ways to boost Black fragrance visibility ⬇️
First of all, I’m so happy that mainstream media is finally taking notice of the passionate community surrounding perfume. #PerfumeTok is getting features in consumer beauty magazines and business journals. However, a glaring inequity just won’t escape my mind: Black perfumers and influencers are consistently and almost systemically ignored. Unfortunately, the straw that broke the camel’s back was WWD’s Fragrance Issue, where only one Black perfumer and no Black influencers were featured. In today’s fragrance landscape, that is absolutely unacceptable.
Black people make up a major market share of purchases in the fragrance industry, 22.4% to be exact, yet our purchasing power and ability to influence fragrances seems to be dead on arrival. As consumers, we have the power to shift the narrative that Black-owned fragrances or Black fragrance influencers are unpopular.
Actively look for Black-owned fragrance influencers
I love that fragrance brands like Snif are collaborating with Black influencers more and more, but it’s up to us as consumers to make sure that Black fragrance influencers continue to get the deals and exposure that they deserve. Show Black fragrance creators that their opinions are valued too, engage with their content, and buy their collabs. It’s so easy to get caught up in the familiar names, podcasts and YouTubers, but make it a priority to seek out influencers who are less likely to receive free product from big brands and are doing it for the love of fragrance. Some of my favorite Black fragrance influencers include:
Challenge your perception of Black-owned businesses in general
Subconscious bias plays a significant role in the underrepresentation of Black-owned businesses, including those in the fragrance industry. Many consumers, regardless of race, may subconsciously judge Black-owned brands as being of lesser quality or value compared to their non-Black counterparts, and even I was guilty of that at one point. This internalized bias needs to be looked at very carefully. Imagine yourself doing a blind smell test with Black-owned fragrances and delving into what you think is a “quality” or well-made fragrance, and why? Is it the packaging, the price point, or even the name? Don’t let those deter you from finding your next favorite fragrance masterpiece.
Bring Black-owned fragrances regularly into your rotation
Many fragrance enthusiasts boast extensive collections, but a disproportionately small number of these fragrances are from Black-owned brands. Actively seeking out and buying Black-owned fragrances—and talking about them openly—is a powerful way to support these businesses and contribute to their growth and visibility. Purchasing directly supports the creators and allows them to continue producing the unique and innovative scents they offer. Boosting their sales puts pressure not only on the media, but on big box stores like Sephora and Ulta to stock Black-owned brands to bring them closer to the public writ large.
Black creators, please host more IRL events
The fragrance community thrives on connection and shared passion. I’ve noticed many non-Black fragrance influencers and creators hosting swaps and parties, thus bringing fragrance collecting and swapping into the cultural zeitgeist. Black perfumers and creators should be encouraged to host more fragrance meet-ups (which I’ve done in the past) and events, creating opportunities for networking, collaboration, and direct engagement with other fragheads and perfumers. These events provide a platform to showcase their work, build relationships, and foster a sense of community.
With all of this in mind, what are you gonna do to boost Black fragrance visibility? For me, that’s revising Black Girl Perfume Club to center Black-owned fragrances only. That doesn’t mean I won’t talk about non-Black scents here and there. But in this space, we’re rooting for everybody Black. Come along for the ride.