We are sold the idea that beauty is protection — that enough scent and smoothness will shield us from loneliness, heartbreak, odor, and even harm. By the time I realized it was all an illusion, that bottles of fruit and flowers are full of nothing but false promises, both my marriage and fashion career had collapsed and I was left to stare down single motherhood and middle age with a body I barely recognized.

— Read more in My So-Scented Life: After decades of masking myself in fragrance, I’m finally learning to live in my own scent at The Cut.

Price sensitivity is a key driver for brands, but [Carina] Chaz also noted that the role of fragrance in consumers’ lives has changed. “Wearing fragrance is a self-expression tool — to use as a part of your everyday wardrobe, not just special occasions,” she said, noting that the concept is core to Dedcool’s identity. “It shouldn’t be this super precious item that you don’t want to wear because it’s expensive.”

— Read more in Glossy Pop Newsletter: What’s behind the under-$100 perfume boom at Glossy.