Love it or loathe it, the power of instagram cannot be denied. The platform has become a massive force in setting the trends of what we do and buy. Sure, there is lots of fakery and over-polished world views, and don’t get me started on the influencer culture, but what I admire about instagram is that it has become a really fantastic way to communicate fragrance.
Translating fragrance into a visual medium can be really effective and can take something so intangible and make it real. Some fragrance brands are really adept at getting the spirit of their scents (not to mention their brand) across, creating entirely unique visuals that are fun and exciting. Here are five fragrance brands that I think are killing it on instagram right now.
5. Atelier Cologne
Atelier Cologne feels like the most fun you can have on instagram with your clothes on (save everything else for Only Fans, please). All of their posts are punchy and colourful, with visuals that really capture the vibe of their fragrances. I feel like scrolling through their feed is just like walking into an Atelier Cologne boutique, where waves of colour and intricate fragrant tableaus meet your eye. It’s a feast for the visual senses and always guaranteed to get my like finger tapping.
4. Jean Paul Gaultier
Maybe it’s because I’m a life long lover of Le Mâle but there is something about the wave of sailors on Jean Paul Gaultier’s instagram feed that makes me smile. Yes, this is technically a fashion account, but fragrance makes a regular appearance and I think you get a really strong sense of the world of Gaultier from this feed. My favourite thing, though? The diversity. In their perfume posts, Gaultier show all different types of people – people of different races, sexualities and gender identities. Yes, they can always do more (different body types would be wonderful) but they are doing a lot more than many other brands who, let’s face it, are doing nothing.
3. Papillon Artisan Perfumes
There is not fragrant instagram feed more authentic than Papillon Artisan Perfumes. Curated by Papillon perfumer, Liz Moores*, the account takes you deep into her world, which is filled with forests, animals (dogs, cats, birds, snakes, you name it…), her family, and of course, her fantastic collection of scents. Liz is always herself and gives us an insight as to what it’s like being an independent perfumer living in the heart of a British forest. A new post from Papillon is always a joy and I can’t wait to see more from the Papillon instagram feed over the years to come.
2. Maison Crivelli
Ugh. The imagery is just so beautiful. Honestly, Maison Crivelli. I just can’t. Why do you have to be so perfect? I can’t handle this much beauty! This is a brand that understands the importance of aesthetics but also has the olfactory substance to back it up. Everything looks and smells fantastic, and their instagram feed is no exception. With stunning, out of this world imagery of and inspired by their fragrances, one can almost smell the scents just by scrolling. But it’s not just the feed that rocks, the brand also uses their stories to educate on perfumery ingredients and the inspirations behind their fragrance. I’m an avid follower.
1. Juliette Has a Gun
Juliette is the OG of instagram. She knows what she wants and she posts it without fear. What I love about the Juliette Has a Gun instagram account is that it manages to push the envelope and be cheeky, without being obscene (although it gets close…). You can also really tell what the brand is about when you scroll through the posts – it creates the impression of a woman who does what she wants, wears what she wants and has zero fucks to give when it comes to what other people think. Joyful memes are paired with beautiful promotional shots of the brand’s perfumes, and together they create an online presence that is distinctly ‘Juliette’. It’s my favourite feed on instagram.
What are your favourite fragrant instagram feeds? Let me know in the comments box below! You can also follow me on instagram below:
* I am friends with Liz Moores of Papillon Artisan Perfumes.