4 days ago
These 4 Under-the-Radar Perfume Brands Smell So Good, I Can't Gatekeep Them Anymore
Lately, I've been deep in my niche perfume girlie era. We're talking indie brands, ultra-unique blends, and scents that feel like personality statements. There's a lot of great perfumers out there making great work, but once in a while, you stumble upon a fragrance that feels completely new... like someone bottled a feeling you didn't know you were chasing.
These four small perfume brands have either gone viral for good reason or quietly taken over my bathroom shelf. Either way, they're worth sniffing out.
Favorite scent: Laurel Canyon
I've been wearing Laurel Canyon for years, and it's one of those scents that always gets a 'Wait, what is that amazing smell?' from friends. Then I get to spill the tea about this rad, female-owned brand.
I first fell for Laurel Canyon because of its Italian cannabis and ambergris notes. It smells like walking through LA in 1966 (or at least what I imagine that would feel like, since I haven't mastered time travel just yet). It's warm, intriguing, and quietly iconic. My It-girl scent, hands down.
Speaking of It-girls, there's a TikTok rumor that Chappell Roan was hunting for Thin Wild Mercury's Girl of the Year scent after a video went viral. Since then, the brand's been flying off shelves - and for good reason.
Favorite scent: Cowboy Kush
I was casually killing time in a boutique when I caught a scent that stopped me in my tracks. I didn't know what it was, but I was immediately obsessed. After some subtle detective work (a.k.a. full-on sniffing the air), I found it: Cowboy Kush by Boy Smells. I haven't stopped thinking about it since.
Boy Smells is known for its genderless, experimental approach to fragrance. Cowboy Kush is rugged but refined, think leather jacket and desert air. It's bold in the best way. People will stop you on the street to ask what you're wearing. Trust me, it's happened.
Favorite scent: Strawberry Letter
Phlur had a major comeback recently, thanks in part to TikTok's obsession with their scent Missing Person. But for me? Strawberry Letter is the star of the show.
It's bold, juicy, and lives in that summer-sunset moment. Not too sweet, not too floral, just perfectly ripe and complex. It's the kind of fragrance that makes people lean in and ask, 'What is that?'
I held off buying it for a while (shopping for perfume online is a gamble) but then a friend wore it to lunch and I was sold before the appetizers hit the table. I went home and bought it that night. No regrets.
Favorite scent: Berlin
This one's for the fragrance nerds. Frau Tonis is a Berlin-based atelier where you can literally build your own scent in-store. Yes, you get to be the perfumer. On my first trip to Berlin a few years ago, I did a workshop—and now it's a ritual. Every time I'm in the city, I swing by to restock.
Even if you're not heading to Germany anytime soon, their core collection is available online—and worth every drop.
My go-to? Berlin. It's sharp, smart, and just a little bit seductive. Bergamot meets lemon, cedarwood mingles with cardamom—it's structured yet surprising. If Glossier You is for the cool girl next door, Berlin is for her worldly older sister with impeccable taste and an even better passport stamp collection.
Sure, Chanel No. 5 had her moment, but these days, I'd rather smell like a main character than my grandmother's powder room.
These indie perfumes are bold, modern, and way more fun to wear. You're about to smell amazing because of them.
