Curiosity Over Loyalty: Snif and the Rise of Experimental Fragrance for a New Generation

In this exclusive Q&A, Edwards explores how Snif is redefining the modern fragrance experience through its playful, community-driven approach—blending transparency, emotion and experimentation to make scent discovery more accessible and engaging. It also dives into the brand’s bold creative strategy, from photorealistic Secret Menu scents to disruptive collaborations and retail expansion, all shaped by a new generation of curious, highly involved consumers.

Snif has always been known for playful, unexpected fragrances. How do you define the Snif experience, and how has it evolved since the brand's founding? 

Edwards: The Snif experience has always been about enjoying fragrance, from how you shop it to how you wear it. From day one, we set out to simplify the category and pull back the curtain on fragrance in general. We want the process of finding a signature scent to feel less intimidating and more enjoyable. 

That ethos holds true today, but what's changed is how we show up. It's not just about transparency and simplification; it's about emotion and intention. Something that makes you stop, smile, or think "this was made for me." 

We say it all the time, but it's core to everything we do: we're making fragrance fun. Not in a surface-level way, but in a way that makes people feel connected to what they're wearing and the story behind it. 

"We started building this library of scents that felt a little weird, but completely addictive, the kind you can't let go of," says Edwards. "We smell hundreds of ideas, so when something actually stops us in our tracks, we know it's different."Snif

Secret Menu has been described as experimental and photorealistic. What inspired you to create this sub-brand, and how do you decide which unusual scents make the cut? 

Edwards: We started building this library of scents that felt a little weird, but completely addictive, the kind you can't let go of. We smell hundreds of ideas, so when something actually stops us in our tracks, we know it's different. A lot of them were incredibly photorealistic. They felt like something no one else would do. That was the light bulb moment for us. There was a real white space there. 

We didn't want to keep them to ourselves, so we tested them quietly through a secret link on our site, and that's where Crumb Couture broke out. That was the moment we knew we had something bigger. Now there's no ceiling. Nothing is too weird or off limits. The bar is simple: is it crazy, and does it feel real? 

"We smell hundreds of ideas, so when something actually stops us in our tracks, we know it's different," says Edwards. "A lot of them were incredibly photorealistic. They felt like something no one else would do. That was the light bulb moment for us. There was a real white space there. We didn't want to keep them to ourselves, so we tested them quietly through a secret link on our site, and that's where Crumb Couture broke out."Snif

How do you balance creativity and experimentation with consumer appeal in fragrances that are so bold and unconventional? 

Edwards: It's a fine line, but it's what we do best. We collaborate closely with our fragrance house to make sure that while we push boundaries in new fragrances, we're making sure they're still wearable. 

We don't produce anything we haven't worn for a period of time. It's a true art form, making sure we can develop a scent that smells like cola while ensuring it's a fragrance that people want to pick up and use. 

We test our fragrances and tap into our ambassador group, and we work with the fragrance community looking for feedback as we develop, to see if we're striking the right balance between "wow" and "wear." 

"Mikayla [Nogueira] is a true disruptor," says Edwards. "She's unapologetically herself, and that's exactly how we think about Snif."Snif

Your recent collaboration with Mikayla Nogueira, Only Sunshine, has generated a lot of buzz. What drew you to partner with her, and how do you approach influencer collaborations differently than traditional partnerships? 

Edwards: It was very mutual; we both wanted to work with each other. Mikayla is a true disruptor. She's unapologetically herself, and that's exactly how we think about Snif. 

The other big piece was community. Mikayla has one of the most engaged, loyal communities out there. They show up for her. And that's something we care deeply about too. We've built Snif alongside our community. They have been on this ride with us from the beginning and continue to shape what we do. 

We don't really think about influencer partnerships the traditional way. It's not about plugging someone into our world; it's about building something together that feels true to them. Our role is to translate their voice and their story into scent, not the other way around. That's when it works. That's when it resonates. 

"People aren't looking for just one signature scent anymore," says Edwards. "They want to explore, experiment and constantly discover something new. We're seeing it in how people wear fragrance: layering, trying scents outside their comfort zone, moving across categories. It's all part of this shift toward discovery over routine. Hot Cakes was a perfect example for us. It wasn't just a scent, it was a concept. The layering, the storytelling; it invited people to play."Snif

You've mentioned that 2026 is "the year of scent discovery." What trends or consumer behaviors led you to this conclusion? 

Edwards: There are more fragrance launches than ever right now. At a certain point, loyalty starts to shift into curiosity. 

People aren't looking for just one signature scent anymore. They want to explore, experiment, and constantly discover something new. We're seeing it in how people wear fragrance: layering, trying scents outside their comfort zone, moving across categories. It's all part of this shift toward discovery over routine. 

Hot Cakes was a perfect example for us. It wasn't just a scent, it was a concept. The layering, the storytelling; it invited people to play. It took off immediately because it gave people a new way to experience fragrance. 

We saw the same thing with Notewrks. We launched a gourmand-leaning scent for men with Room for Dessert, which traditionally wouldn't fit the category, and it became one of our best sellers. That told us everything. People don't want to be told what they should like anymore. They want to decide for themselves. 

The brands that win will be the ones that give people something new to experience, not just something new to buy. 

Edwards notes, "When we brought Crumb Couture into stores, we didn't just put it on a shelf; we built a world around it with campaigns like Croissant Vigilante and the Secret Menu Lab. It's about giving the fragrance a story people can step into."Snif

Snif's DTC audience thrives on blind-buy excitement and experimental scents. How are you translating that behavior into a retail setting, especially at Ulta?

Edwards: Partnering with Ulta has completely changed the game for us. DTC allowed us to build this sense of discovery and excitement around blind-buying, but retail lets us bring that experience to a much bigger audience. 

The challenge and opportunity is translating that same feeling in store. When someone walks into Ulta, we want them to feel that same curiosity, that same "what is this" moment they'd have online. 

A big part of that is how we show up. When we brought Crumb Couture into stores, we didn't just put it on a shelf; we built a world around it with campaigns like Croissant Vigilante and the Secret Menu Lab. It's about giving the fragrance a story people can step into. 

We also think a lot about exclusivity and newness. Whether it's retail-specific moments or launches, we want Ulta to feel like a place where you can discover something unexpected from us. 

At the end of the day, it comes back to the same idea: creating a reaction. If someone walks by and picks it up, we've done our job. 

"Consumers today are significantly more educated than they were a few years ago," says Edwards. "They understand notes, accords, even things like concentration and dosage. Snif

What have you learned about how consumers explore fragrance today compared to just a few years ago? 

Edwards: Consumers today are significantly more educated than they were a few years ago. They understand notes, accords, even things like concentration and dosage. 

More than anything, I think they want to understand the story. People aren't just shopping for a scent anymore; they're shopping for a feeling. Something that takes them somewhere: a vacation, a memory. It should feel personal and relatable. 

A few years ago, brands could tell you what to feel. Now consumers want to decide that for themselves. Discovery is wide open. There's a much more experimental and discerning customer out there. They expect more. They want something that feels new, exciting and intentional, at the same time that they expect it to be high quality and accessible. 

The bar is higher now, and that's a good thing. 

"A few years ago, brands could tell you what to feel," says Edwards. "Now consumers want to decide that for themselves."Snif

What are you most excited about for WPC 2026? 

Edwards: The chance to see the industry in one place and talk about where fragrance is going. 

Fragrance isn't just a bottle on a nightstand anymore. It's become one of the most dynamic and influential categories in beauty. You're seeing it expand across formats, across channels, across culture in a way we haven't seen before. 

I'm excited to hear how people are thinking about that shift, where innovation is happening and what comes next. 

Connecting with partners and having real conversations is the best part. We spend a lot of time moving fast. It'll be nice to step back and look at the big picture. 

We've only scratched the surface, and there's so much more to come.