For today’s fragrance brands, feeling good is as important as smelling good

Since its launch in 2020, affordable fragrance company Snif has been no stranger to trendy collaborations, having worked with the likes of beauty influencer Monet McMichael and Tieghan Gerard of long-running food blog Half Baked Harvest. In March, the brand launched Heal the Way, a perfume made in partnership with wellness influencer Alex Elle, who boasts 1.7 million followers on Instagram for her affirmative messages and self-care tips. 

“Every time you spray your fragrance, it’s a part of your self-care routine that should amplify your confidence,” said Marilyn Zubak, director of customer acquisition and partnerships at Snif. “That healing component is something we really want to push and focus on.”

With its wellness-focused messaging, Heal the Way is perhaps Snif’s most on-trend launch. The brand is just one of many contemporary fragrance makers promising to help consumers not only smell good, but also feel good, reflecting changing norms on how we view mental health.  

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