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Gen-Z Is Driving Fragrance M&A

TikTok fanatics are discovering new or smaller lines like Juliette Has a Gun and Parfums de Marly. Investors have taken note.
Popular fragrance brand Juliette Has A Gun.
Popular fragrance brand Juliette Has A Gun. ((Instagram/@juliettehasagun))
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BoF PROFESSIONAL

At last week’s Met Gala, Nicole Kidman wore the same pink, silk tulle Chanel gown from the 2004 Chanel No. 5 commercial she starred in, which was directed by Baz Luhrmann and reportedly cost $30 million to make. It was a great reminder of a time before TikTok.

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