Perfumes endorsed by famous people, celebrities, influencers… How is their quality? Today, we’ll analyze the latest trend in private label perfumery.

The private label perfumes sector is booming. Not only retail chains and well-known brands that are adding new products to their portfolios offer products under their own labels (see article: private label perfumes of fashion brands). Increasingly, well-known individuals, celebrities, and influencers are also launching their own product lines, and not just in the fragrance industry. Often, these are clothing or accessories, but sometimes they include items like ice cream.

When it comes to perfumes, scents endorsed by celebrities have been known for years—such as those by Victoria Beckham, Gabriela Sabatini, and Christina Aguilera. Recently, particularly in the Polish market, new fragrances by Anna Lewandowska and Teresa Werner have emerged. Even lesser-known individuals are increasingly launching their own fragrance lines.

Why is this trend happening?

A brief marketing analysis is necessary here. A recognizable name (or stage name) is a brand. If this brand is professionally developed, it often evokes certain associations and connotations. It may even have its own visual identity – colors, logos, and font sets. A brand is a significant asset.

If someone who has built a community around themselves, with influence over that community (hence the term “influencer”), wants to build a business based on this, they can do so in two ways. The first is “selling the community’s attention,” such as earning money from advertisements or sponsored content. The second is offering their own products. There’s nothing wrong with this; it’s a completely natural business practice.

As I wrote in the linked article about fashion brand perfumes, perfumes are a product that can effectively carry a brand’s characteristics and associations. Therefore, they seem like an ideal way to expand a product line.

How about the quality of perfumes from influencers?

It’s exactly the same as with other brands. The perfumes can be good, even excellent, or they can be of poor quality. It all depends on the specifications. It’s simply worth considering the target market and, after all, the price at which the product is sold.

However, while browsing social media or fragrance forums, I’ve often come across opinions that:

• influencer perfumes are inspired by other popular scents;
• such perfumes are an addition to the product line, so the quality will be average.

As for popular perfumes, this might be true, but it doesn’t have to be. We’ve done private label projects where the scents were completely original, specially developed by top perfumers.

Regarding the quality issue, influencers or well-known individuals generally collaborate with private label perfume manufacturers. For these manufacturers, perfumes are not just an add-on to their offerings but the core of their business. This means they are very knowledgeable about perfume production and creation.

Therefore, if the specified requirements are high, the product will also be of very good quality.

So, it can be said that the orthodox “wisdom” found on forums or Facebook is not wisdom at all. These are just myths with no basis in reality.

So, how is the quality of perfumes from influencers? Well—can be really good. Often, such products are much better made and have a longer-lasting scent than even well-known and recognized perfume brands found in exclusive shops.