He’s known online as @PaulReactss. His TikTok account has amassed over 2.3 million followers. He’s the self-proclaimed “king of gourmands,” and he just launched his fourth fragrance with indie fragrance house OAKCHA.
Paul Fino is considered the authority on TikTok when it comes to fragrance. His review videos typically get tens of thousands of views, some into the hundreds of thousands. Viewers praise Fino for his authentic reviews and vibrant personality. One commenter on Instagram said, “You really give the best reviews. I wanna smell them all.”
Fino launched his first fragrance with OAKCHA, That Girl Viral Vanilla, in 2023 to resounding success, selling over 174,000 units in its first year. He followed up with the launch of Miss Girl Cherry and then Strawberry Sensation, finally leading to Viral Vanilla: Mango Hour.
Fino spoke with Perfumer & Flavorist+ about the inspiration behind his latest collaboration, the ever-evolving gourmand trend and his journey to becoming the foremost fragrance influencer.
To start, I want to talk about your journey on social media. How did you come to be an influencer in the world of fragrance?
Oh god… it’s been a journey. I never enrolled or attended school so I had a lot of
Viral Vanilla: Mango Hour includes fragrance notes of fresh mango, caramel and amber.Courtesy of OAKCHA
Unfortunately my parents weren’t the most approving of my hobby so one day when I was 13 years old, I woke up with my channel deleted, every single perfume was trashed. I was totally heartbroken. I still remember that morning and how devastated I was. But this didn’t stop me.
From ages 15 to 19, I used fragrances like everybody else and just wore what I could afford. I had a small rotation of five or six scents and made it work. But I never stopped loving aromas. By the time I was 19, I was married, paying rent and bills and supporting family members. I couldn’t even justify splurging on a Bath & Body Works fragrance mist, let alone a bottle of Baccarat Rouge 540. So I started searching for scents that made sense for both my nose and my bank account. It changed everything.
In 2022, everything shifted. I started posting videos where I’d pretend a friend texted me asking for a dupe of a high-end fragrance, and I’d go out and find it. What started as a fun idea turned into something much bigger. From August to December that year, I gained over a million followers. And the funny part? The first dupe I ever shared actually was a real request from a friend—Gingham by Bath & Body Works as a match for Dior J’adore.
These days, I’ve paused actively hunting down dupes because they kind of just find me. So many scents are starting to overlap that it’s easy to catch similarities without even trying. I’m just grateful that years later, this still feels like more than a trend—it’s a true community that’s grown with me, all about discovering beautiful, affordable fragrance.
What has the process been like for you in creating your own fragrances? What challenges did you face?
It’s honestly been such a wild and rewarding experience… and maybe a little bit surreal. You’re creating something you love, but you have no control over how people are going to feel about it once it’s out. This forces you to trust your nose, and your instincts, like never before.
Sometimes I’ll dream up a combination and think, this sounds insane, but I know it’ll work. And when it does? When it finally smells like you? It’s the best feeling in the world. Plus, I’ve been fortunate to work with incredible perfumers who bring the technical side to life, but it always starts with a feeling. A craving. A mood I want to bottle.
What was the inspiration behind Viral Vanilla: Mango Hour?
My fragrance That Girl | Viral Vanilla became more than just an aroma—it became my signature. I wore it constantly, and over time, I started experimenting with different notes to see what elevated it even more.
At one point, we played around with the idea of a Viral Vanilla flanker with strawberry notes, but it just didn’t feel right. It was cute but it wasn’t iconic. It didn’t stop me in my tracks. So, we kept going.
Then I smelled what would become Mango Hour. I remember getting a sample right before the shoot for Strawberry Sensation and bringing it with me. I passed it around the set—crew, production, everyone. Without hesitation, they all picked Mango as their favorite. That’s when I knew this scent wasn’t just something I loved, it was something that had to be shared.
Mango and vanilla seems like an unexpected combination. How did you work to make sure these ingredients complemented each other instead of clashing?
It’s not the most obvious pairing, but it made perfect sense to me. I wanted it to feel creamy, sweet, tropical—but in a way that was warm and comforting. Like mango folded into vanilla buttercream or layered into a fresh-baked cake. It’s gourmand, but not heavy. And definitely not sour. It smells smooth, inviting and indulgent.
How do you think the mango trend is going to influence the fragrance market in the upcoming fall?
It’s a bit of a risk launching a mango gourmand during the end of summer when folks are already gearing up for pumpkin season. But the original DNA of That Girl Viral Vanilla is extremely warm, sweet and has this kick of a spicy vanilla which is perfect for the fall. Plus, Mango’s having a moment, no doubt.
Fragrance notes that become a best-seller for brands don’t normally fade away after making that first big splash. We’ve seen notes like cherry explode after the success of Lost Cherry by Tom Ford, which has led to hundreds of similar syrupy, sweet cherry fragrances. I think mango is next—it's been around in supporting roles, but never fully in the spotlight. I wouldn’t be surprised if 2026 becomes mango’s official takeover.
Why do you think consumers are craving gourmand fragrances?
It’s kind of wild how big gourmand has gotten. People who used to avoid vanilla now want to smell like a cupcake, and I love that! I think it comes down to accessibility and nostalgia. We grew up with Fantasy by Britney Spears and Angel by Mugler, which was the first gourmand available on the market. But until recently, we hadn’t seen the category evolve in a realistic or elevated way.
In 2024, I saw a major shift—both from brands and my audience. Fresh florals started to take a back seat and sweet, edible scents took over. And I genuinely believe vanilla is as timeless as rose or jasmine. From Bath & Body Works to Sol de Janeiro, people are finding new ways to play with it.
What about these scents is so appealing?
I think a lot of fragrance lovers started young. We wanted to smell more “grown” and “mature” at 14 years old, so we stayed away from sugary scents. But now, as we age, we’re doubling back—there’s something really fun about embracing sweetness again. Truth be told, gourmand fragrances feel joyful and nostalgic, but also comforting, and people aren’t afraid of this anymore.
I actually get hundreds of DMs every week from people (especially older fragrance fans) saying I’ve converted them into vanilla lovers. A few good recommendations really can change everything!
Fino described Viral Vanilla: Mango Hour as "like mango folded into vanilla buttercream or layered into a fresh-baked cake."Courtesy of OAKCHA
How do you see the gourmand trend evolving in the coming years?
We’re only just scratching the surface of the gourmand trend. Rose has remained a hero note for centuries, and I think gourmand has that same staying power. We’re already seeing hyper-realistic takes—like Crumb Couture by Snif (which smells like a buttery croissant) and Strawberry Sensation by Oakcha, which I helped create (and that smells like a bowl of strawberries and creme). As technology evolves, I think we’ll get even more creative. Sweet, savory… and maybe even salty notes. The category is only going to grow, and that’s really exciting.
How do you think the rise of “perfumeTok” is influencing the fragrance industry?
PerfumeTok has been huge. It made fragrances feel approachable and exciting. It connected creators and brands, but more importantly, it helped build a community. The gourmand trend we’re seeing right now? It exploded because of this space.
Brands are paying attention. They’re watching what’s trending, but more than that, they’re listening to their customers in real time.
How can brands/manufacturers harness the power of social media when developing fragrances?
Brands need to build a real community. Nobody wants to feel like a customer under an account that’s run by a bot. People want to interact with other people. My advice is to speak to your audience, talk to them sincerely and get their real opinions. Listen to their input. Some of the most viral perfumes right now took off because a random consumer (not an influencer!) shared their love for it. If someone feels moved enough to create a video, that says something.
Brands like Kayali are a great example. They helped spark the vanilla craze with Vanilla 28 and kept pushing the envelope with Vanilla Royale and Vanilla Candy Rock Sugar. They listened and led at the same time, opening the door for other brands to build on the gourmand trend.
What’s next for you? Do you see yourself having your own fragrance brand in the future?
Eventually, yes, I do see myself having my own brand. I’m having a lot of fun with collaborations right now, but a solo brand is absolutely on my radar. I’m not rushing it. I’m a perfectionist—but I also believe that sometimes the most imperfect ideas turn out to be the most special. I want to get it just right.
