The only caveat was cost — and that’s where the new entrants come in. By eliminating the middle man and going direct to the consumer, these companies can sell their scents at a fraction of the price of the leading players. For instance, By Kilian retails for $260 and Hawthorne for Men, which launched at the end of last month, sends each customer two bottles — one for “work” and one for “play” — and costs just $100 for both.

— Women's Wear Daily takes a look at the growth of direct-to-consumer fragrance brands. Read more at Like Warby Parker did with eyewear, direct-to-consumer fragrance labels are gaining fans, reprinted in the Los Angeles Times.