Mair Blog

If you’ve spent any time on TikTok recently, you’ve probably seen creators spritzing multiple perfumes to “create their own scent.” This trend, known as fragrance layering is taking over #PerfumeTok, and it’s one of the most exciting evolutions in personal fragrance. We’ve covered this viral PerfumeTok tag before. But there’s a new twist, people aren’t just [...]

“Skinification” has been an underrated buzzword in beauty for a while, but what does it really mean when it comes to perfume? At its core, skinification is the merging of skincare principles into non-skincare categories, and it’s now reshaping how fine fragrance is formulated, worn, and marketed. The perfume world is entering an era where [...]

From Flower to Flacon and How Grasse’s Blooms Become the World’s Finest Perfumes The hills of Grasse are rich with history and even richer with scent. But the magic of this perfume capital isn’t just in the flowers that bloom there. It’s in the craftsmanship that transforms petals into perfume, distilling fleeting florals into wearable memory. Today, [...]

If you’ve ever imagined fields of lavender swaying under the Provençal sun, chances are you were picturing Grasse. While rose and jasmine are still pillars of the region’s perfumed identity, lavender has largely faded from its agricultural foreground. But it wasn’t always that way. For decades, lavender thrived in the Grasse hills, cultivated by small multi-generational [...]

Each spring, the town of Grasse awakens to the scent of Centifolia roses. It’s a bloom so delicate that it must be picked at sunrise, and a crop so rare that the entire world’s supply for fine fragrance fits into a single, short harvest window. But what many don’t see, or understand, is who actually grows [...]

The Fragrance Notes We Keep Coming Back To (and Why They Work So Well)Some fragrance notes are like character actors in a film you may not always notice them, but once you do, you realize they’re doing all the emotional heavy lifting. The right note can turn a nice perfume into a signature scent, one [...]

There’s a growing trend across social media, especially on #PerfumeTok, where collectors proudly showcase rows of gleaming bottles and talk about their ever-expanding fragrance wardrobe. What was once considered a luxury owning a few perfumes has turned into something else entirely. Some claim hundreds, even thousands, of bottles. But at what cost? Let’s talk about what [...]

The beauty world is buzzing about e.l.f. Beauty’s recent acquisition of Hailey Bieber’s Rhode brand, and for good reason. At a recent industry talk, what truly set e.l.f. apart was their commitment to ingredient transparency which is a promise that resonates deeply with today’s conscious consumers. While the FDA currently bans only 11 ingredients in cosmetics, e.l.f. has [...]

Why Matcha Perfume Is the Breakout Fragrance Trend of 2025 Matcha has made its way from lattes to luxury fragrance. Once known only as a café favorite, this powdered green tea is now being celebrated as one of the most modern and desirable notes in perfumery. Its soft complexity is winning over fragrance lovers who want [...]

Owning a vintage perfume is like holding a piece of history in your hands. The scent, the bottle, the craftsmanship it’s more than just a fragrance. It’s a time capsule of artistry and era. Whether you’ve inherited a beloved bottle or hunted down a discontinued favorite, knowing how to store your vintage perfume can mean [...]

There is growing pressure on beauty brands to be clean, sustainable, and transparent. That is a good thing. But with that has come a flood of misinformation and vague marketing terms. The fragrance industry is not immune. Clean fragrance is the latest label many consumers are gravitating toward, but what does that really mean and [...]

The fragrance section of any major department store can be an overwhelming place. Between the dazzling displays, eager sales associates, and walls of bottles you have likely felt the rush of sensory overload. But with a little preparation and a few simple strategies you can turn the experience into a memorable one that helps you [...]

The numbers projected for the fragrance and beauty industry in 2025 were bold. The fragrance market alone was expected to hit $62.11 billion with a 3.31 percent annual growth rate. While optimism shaped the outlook, Q1 results are telling a more nuanced story. Here’s what the data and the culture behind it are actually saying. Personalization Is [...]

At a recent fragrance mixer event, I found myself in conversation with a vintage perfume blogger, which up until that point was something I didn't know was of interest or had a community of lovers around it. The more we spoke, the more I realized just how fast this niche is growing. Vintage perfume collecting [...]

The rise of influencer culture has changed the way we engage with beauty—and fragrance is no exception. On platforms like TikTok and Instagram, influencers showcase entire perfume closets with 250+ bottles. Labeled as "wardrobes" or "museums," these collections often feel more performative than personal. But here’s the truth: most of these perfumes were gifted through [...]

While the idea of your product being featured in a major TV show or film sounds like a marketing dream, the reality can be complicated—especially when it happens without your knowledge or approval. Sometimes, it boosts visibility in ways you couldn’t plan for. Other times, it creates controversy, confusion, or even reputational damage. Take Sex and [...]

Mair Emenogu's Reflections on the FGI Rising Star Awards in the Beauty Category It felt like a fairy tale. This was technically my second time on the red carpet (the first time I was mistaken for someone else and walked it completely terrified—more on that another time). From the glam to the star treatment that started [...]

For years, zodiac signs have dominated social media, gift guides, and even fragrance collections. Whether you're a grounded Taurus or a dreamy Pisces, there's likely a scent claiming to match your sign's unique energy. But are these astrological pairings rooted in real perfumery insights, or are we falling for clever marketing? Why Zodiac Marketing Works So [...]

Most people think they know how to test a fragrance—spray, sniff, and decide. But if you’re doing it that way, you might be missing the full experience. Whether you're a casual perfume lover or a budding connoisseur, learning the right way to smell can unlock a whole new world of fragrance. Here are five common myths [...]

Why Indie and Fragrance Brands Should Pay Attention The beauty industry might look like it's all shimmer and shine, but behind the scenes, legal battles have taken down even the most iconic names. From ingredient controversies to misleading claims, lawsuits have reshaped the landscape—and for indie and fragrance brands, they offer important lessons. Take Avon and Ben [...]

In the beauty industry, imitation isn’t just flattery—it’s big business. From designer-inspired fashion to lookalike handbags, the concept of "dupes" has been widely accepted. But when it comes to perfume, the conversation becomes more complex. Francis Kurkdjian, one of the most renowned perfumers in the world, recently addressed the issue of fragrance duplication on the [...]

The fragrance industry has long been rooted in tradition, with master perfumers crafting scents based on intuition, artistry, and years of expertise. But as technology continues to evolve, artificial intelligence (AI) is making its way into perfumery, offering a new and personalized way for consumers to experience scent. The question remains: is AI transforming the [...]

The retail industry is undergoing a massive transformation. Major chains like Forever 21 have filed for bankruptcy (again), Joann Fabrics is on the chopping block, and Hudson’s Bay is shutting down all stores in Canada. With these retail giants struggling, the question arises—what does this mean for independent brands and the future of brick-and-mortar retail? Why [...]

The Modernization of Cosmetics Regulation Act (MOCRA) was a landmark piece of legislation signed into law in 2022, giving the FDA expanded authority over cosmetic and fragrance safety for the first time in decades. Under MOCRA, brands are required to register their facilities, disclose ingredient lists, and ensure product safety before hitting the market. These [...]

The Dow, Nasdaq, and S&P 500 are all down, and the cost of living is soaring. When finances are tight, spending habits shift, but one surprising trend remains: people still indulge in small luxuries. This phenomenon, known as the Lipstick Effect, suggests that in uncertain times, consumers may cut back on big purchases but will [...]

In a recent episode of The Real Housewives of Beverly Hills, actress Jennifer Tilly hosted a "Caviar and Caftan" party, where she mentioned her preference for the most expensive caviar, assuming higher cost equates to better quality. This scenario mirrors a common misconception in the luxury fragrance world: the belief that a higher price tag [...]

Last week, we broke down what it means when a man gifts a woman perfume—but we can’t leave out the ladies! Fragrance is a deeply personal gift, and when a woman picks out a cologne for a man, it’s never by accident. Her choice of scent says a lot about how she sees him—and maybe [...]

Valentine’s Day may be over, but if you were lucky enough to receive perfume as a gift, you might be wondering—what does it really mean when a guy gifts you fragrance? A perfume gift isn’t just a random gesture; it’s a thoughtful choice that can reveal a lot about how he sees you or what [...]

The fragrance industry is constantly evolving, with new innovations designed to enhance wearability, sustainability, and performance. One of the latest trends making waves is water-based perfumes—formulations that swap alcohol for water as the main carrier. But are these scents truly a game-changer for sensitive skin, or do they sacrifice performance for novelty? The Rise of Water-Based [...]

When it comes to beauty, price tags can vary dramatically. A drugstore lipstick might cost $10, while a luxury one can set you back $50 or more. But what exactly drives the cost of beauty products? Is it all just branding, or is there real value behind the higher price? Beyond the Label: What You’re Really [...]

Mair Emenogu – MAIR Fragrance: https://www.mairfragrance.com/ Malaika Jones – BROWN GIRL Jane: https://browngirljane.com/ Denis & Jackie Asamoah – FORVR Mood: https://forvrmood.com/ Teri Johnson – Harlem Candle Co.: https://www.harlemcandlecompany.com/ Matthew Sánchez – Mateo Parfums: https://www.mateonewyork.com/ Brianna Arps – Moodeaux: https://moodeaux.com/ Keta Burke-Williams – Ourside: https://www.ourside.nyc/ Nyakio Grieco – Thirteen Lune: https://thirteenlune.com/ Each of these founders brings something distinct to the table, whether it’s luxury craftsmanship, [...]

If you’ve only worn mass-market designer, department store, or celebrity perfumes, adding a niche fragrance to your collection can open up an entirely new world of scent. Niche perfumes aren’t about replacing what you love—they’re about expanding your options, introducing new ingredients, and experiencing fragrances crafted with artistry and depth. Let’s explore how niche perfumes [...]

Here’s Why You Should Stop.Your bathroom may seem like the most convenient place to keep your perfume—easy to grab after a shower or before heading out. But did you know that storing your perfume there could be ruining its quality? If you're guilty of this habit, it's time to rethink where you store your beloved [...]

Have you ever spritzed on your favorite perfume in the morning, only to wonder by lunchtime if it’s still lingering? Understanding how long perfume lasts isn’t just about the fragrance itself; it’s also about the type of perfume, how it’s applied, and even your body chemistry.Here’s everything you need to know about fragrance longevity and [...]

As the new year unfolds, it’s time to sniff out the fragrance trends we think are set to dominate 2025. From bold experiments to nostalgic throwbacks, this year promises to be as dynamic as ever for scent lovers. Whether you’re a seasoned fragrance aficionado or just dipping your toes into the perfume world, here’s what [...]

Things That Are Scented You Didn’t Know AboutWhen it comes to fragrance, most of us think about perfumes, candles, and air fresheners. But the world of scents goes far beyond the obvious. You might be surprised to discover that some everyday items and unexpected products are infused with delightful aromas—sometimes for practical reasons, sometimes for [...]