How 5 Sens Makes Clean Fragrance Affordable – WWD

How 5 Sens Makes Clean Fragrance Affordable – WWD

Divya Gugnani is dipping her toes into perfume with a brand new model.

The investor and serial entrepreneur — she additionally cofounded Wander Beauty — has developed a brand new model of fragrances known as 5 Sens. Based on the concept of democratizing luxurious perfume collections, the eaux de parfums are priced at $65 for 30-ml. Each is available in a 10-ml journey measurement as properly, priced at $29. It launches this month direct-to-consumer on the model’s web site.

From her purview throughout totally different sectors of the trade, Gugnani posited that perfume was the final remaining class in magnificence ripe for a shake-up.

“The magnificence market has been disrupted in hair, in pores and skin, in colour. Fragrance hasn’t been disrupted — it’s dominated by luxurious style homes and some small indie manufacturers,” she mentioned. “I’m self-expressing each second, my temper is altering, my life is altering, and with the last word self expression in style and sweetness, I wished to progress to mainly placing my temper in a bottle.”

The model can be a response to post-pandemic client behaviors. As self-expression turned a key driver of perfume purchases, Gugnani hope to faucet into that emotionality with 5 Sens’ model ethos.

“The actual energy behind it’s the self-expression — right this moment, everyone seems to be expressing themselves by way of style, by way of what they put on, their equipment, their magnificence and make-up.”

To that finish, the 5 fragrances function names like Life of the Party, Catch Feelings, Burn for You, Lit and Twin Flame, they usually’re meant to symbolize a full wardrobe for wearers to decide on base on their temper and the event.

Luxury perfume collections have been a boon for the scent class, and one of many engines behind its development. Gugnani’s objective is to create a luxury-quality product to an accessible value.

“There’s a really restricted universe that’s clear, and many of the clear fragrances don’t have longevity. I used to be struggling to have the ability to use perfume and have sufficient choices for me,” she mentioned.

According to latest knowledge from the NPD Group, perfume grew 11 % to $1.3 billion within the third quarter. Though Gugnani didn’t touch upon gross sales, trade sources anticipate the model to succeed in between $3 million and $5 million in its first 12 months in the marketplace.

Gugnani began ideating the model after she met a buddy’s mom in Paris who modified her scents all through the day. “She smelled superb, after which in a while, she smelled completely totally different, however nonetheless superb. It was all a mirrored image of her temper, her look, and her identification in that second. I need a complete technology of individuals to specific themselves — [5 Sens] is all about capturing your ever-changing essence,” she mentioned.

The model is concentrating on customers throughout millennial and Gen Z cohorts, Gugnani mentioned, which additionally performed into the model’s purpose-driven initiatives. The merchandise are vegan, Leaping Bunny-certified cruelty-free and observe a no-list of 10 components. The packaging consists of glass, wooden and post-consumer recycled plastic. 5 Sens will even donate a share of income to Bring Change to Mind’s High School program, which focuses on eliminating stigmas round psychological sickness in excessive colleges. The model can be pledging $25,000 to the Oceanic (*5*)’s world ocean cleanup efforts.

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