Influencer Launches ‘Black-Owned Fragrance Week’ To Help Raise Awareness, Support For Brands

Scent is a powerful thing. It’s tied to our memories of loved ones, experiences in our life journeys, and even our mood and emotional well-being. So much so that the perfume and fragrance industry is set to rake in upwards of $3.5B in our quest to find the perfect smell. 

[SEE ALSO: 7 Black-Owned Unisex Perfumes To Shop]

Much like other areas of beauty, Black consumers lead the pack in spending (accounting for 23% of sales). In the same vein, brand owners and retail access are few and far between. For perspective, just two years ago, former model Chris Collins made history as the only Black-owned fragrance brand to be sold at Bergdorf Goodman.

Since then, the number of brands has grown, but not their visibility. Glenn Davis, aka @mrcologne76, is looking to raise awareness through Black-Owned Fragrance Week. The second annual social media campaign runs the first week of Black History Month, February 1-8.

Davis pretty much lives and breathes (or should we say smells) perfume. He has amassed more than 110K social media fans while creating content and traveling the globe celebrating his passion for and the power of perfume.

The fragrance influencer and connoisseur was moved to launch a social media campaign due to the “disproportionate” amount of exposure and content features he has seen on Black-owned brands.

“When I polled my audience, the feedback most often included that they did not know the brands existed, or they did not know where to purchase them,” Davis told Sadiaa Black Beauty Guide. “Like me, many Black consumers were surprised to learn that many amazing Black-owned perfume brands existed.”

Davis’ immediate goal is raising the profile of such brands as Maison De Darius and The Taliaferro. 

“Increased exposure often causes increased interest which influences sales,” he said. “With sales come opportunity for growth and wealth.”

He also hopes to change the perception of Black perfumers.  “The biggest challenge, based on the conversations I have had with Black-owned brands, is that they are not perceived the same way as non-Black brands of the same scale.

“Success would mean the normalization of Black-owned fragrance brands in the fragrance community,” he said. “It would mean Black-owned brands are given the same retail opportunities as non-Black brands.”

Davis shared that he would like to see other changes within the industry, such as better access to perfumery education and overseas distribution for U.S.-based brands. He would even like to see a Black-owned or a people-of-color perfume expo.

“There are huge economic opportunities for change, but it has to start somewhere,” he said. “A week dedicated to Black-owned fragrance brands is a great step in the right direction.”