But for some consumers and content creators, the excitement of discovering new perfume has devolved into burdensome collections and skepticism over social media’s tendencies to promote overconsumption.

“You’ve got the brands who are taking advantage of the customers by leveraging these creators, and then you’ve got these creators who are taking advantage of the brands being on every single trend,” said Edwards. “It’s just this constant cycle.”

— Read more in First came the fragrance hauls, now come the declutters: Why fragrance fans are downsizing their collections at Glossy.