What once would have been unthinkable—choosing a perfume without trying it—has now become a frequent purchasing behavior, driven by emotional connection rather than physical sampling. “This goes against everything” Interparfums has done for the past four decades, [Jean] Madar continued, yet it shows how central storytelling has become in beauty—and how willing consumers are to buy if they feel aligned with a brand’s narrative.
— Read more in Interparfums Bets on M&A, New Licenses as It Braces for a Slower 2026 at BeautyMatter.


