Snif — This Fragrance Brand Could Be Offering You The Best Shopping Experience Yet

Snif’s inaugural assortment of fragrances
Snif
Have you ever lingered across the perfume counter in a division retailer attempting to select a scent for your self or a beloved one, with no thought the place to start out? Or shopped costly perfumes on-line however solely ended up getting confused by the outline of assorted “notes”? Does anybody really perceive the distinction between Eau de Parfum and Eau de Toilette?

If you might be misplaced, like many, you could like this new DTC (direct-to-consumer) perfume model — meet Snif, the brand new approach to store private scent in essentially the most Gen Z trend.
Founded by Bryan Edwards (ex-management guide at Deloitte Consulting) and Phil Riportella (ex Fintech start-up member with expertise at J.P. Morgan) in October 2020, Snif grew to become the brainchild of the 2 buddies who shared depressing perfume purchasing experiences. From the jargon to the adverts and partitions of colourful bottles in shops, the duo need to deliver a unique expertise to the perfume class.

Snif cofounders and co-CEOs: Bryan Edwards (left) and Phil Riportella (proper)
Snif
The charisma and power from the 2 cofounders and co-CEOs is unmissable. “We’ve been buddies for ever,” each agree establishing Snif and dealing as a workforce has been one of the best determination. “Despite the very fact I do miss having weekends.” Riportella half jokes.

Even although Snif was born in 2020, it was not precisely a toddler of the pandemic. “Phil and I first had the idea for Snif again in 2018. By summer time 2019, we started to take a position closely in model constructing and product improvement, and we continued that course of properly into the next yr once we launched in October 2020.” Edwards remembers.
Snif isn’t merely simply one other area of interest model out there — it’s a complete new approach to perfume purchasing that’s aimed to offer shoppers with a wholly totally different expertise. From the second the shoppers open the blush-colored field containing the fantastically designed fragrance bottles, to them attempting on the scents contained within the free samples supplied, the entire course of is stylishly orchestrated and intensely pleasing to the attention. Edwards and Riportella additionally made certain it is a model that the younger era can resonate with when it comes to its perception and worth: all scents are produced utilizing the very best high quality elements while remaining vegan and cruelty-free. The scents are additionally genderless, reflecting the cofounders’ intention to be inclusive of all genders and identities.

Snif’s inaugural assortment options modern branding and design that’s pleasing to the attention
Snif
“We satisfaction ourselves on bringing essentially the most forward-thinking, trendy model and digital expertise. We are additionally the {industry}’s first $0 try-before-you-buy expertise on-line.” Edwards continues proudly: “We are main a counter-industry motion on this area.”
“Snif is taken into account a distinct segment model, and area of interest fragrances are rather more curated and extra daring creatively.” Riportella provides. Despite a transparent give attention to the packaging and the promise of a better purchasing expertise, the model doesn’t compromise on the precise scent it delivers. Riportella says: “While we keep updated with present perfume developments, our fragrances are actually impressed by what we like, what our buddies like and most significantly, what our clients like.”
At Snif’s launch, the 2 made the purposeful determination to not reveal the “notes” of their scents, as they don’t consider the language of “prime,” “coronary heart,” and “backside” was simply comprehensible for a contemporary buyer. “We wished folks to scent every scent for themselves and outline their very own expertise with out having preconceived notions of what was going to work for them.”

Snif’s inaugural assortment of fragrances
Snif
“Ultimately, perfume could be very private and smells totally different to, and on, everybody, which is why we attempt to get our product into as many’s palms as attainable.” Riportella says.
Edwards provides: “More importantly, we’re pushed by a easy mission: the advantages of advantageous perfume — the boldness, the happiness, the swagger that comes from leveraging this sense and from smelling superb — needs to be extra accessible to all, and that actually is the ethos behind the whole lot we do.”
After rounds and rounds of smelling and modifications to every perfume, the duo in the end ended up with the ultimate 3 for his or her inaugural launch, accomplished with one of the best names — Ex On The Beach, Salty Stares, and Way With Woods. The fragrances might be tried individually or collectively for $0, and if you happen to hold any, they’re $65 per bottle or $125 for the choice of all 3.

Snif’s inaugural assortment of fragrances
Snif
When requested about what was essentially the most difficult when establishing the model, Edwards shares: “Perhaps the toughest factor proved to be fundraising. With a lot uncertainty again in early 2020 coupled with the truth that you usually needed to meet an investor in individual, we knew we needed to make a compelling case round our imaginative and prescient and we needed to do it completely by Zoom. We have been lucky sufficient to have carried out sufficient planning forward with our provide chain and our superb companions to make sure that we hit all important milestones and delivered a fully-baked launch in October of 2020.” 
The two don’t intend to cease anytime quickly — the mission for 2021 is to repeatedly simplify the perfume shopping for expertise whereas setting new requirements for what needs to be anticipated from a model on this market. 
Snif can be launching its second assortment of fragrances right now with three model new scents: Honorable Mention, Poppy Issues, and Sweet Ash. “We are additionally launching a marketing campaign, The New Scent Standard, which is targeted on tackling unhealthy stereotypes, fluffy descriptors, and different outdated requirements present in conventional perfume.”