I’ll be the first to admit I’m a big TikTok scroller. It’s where I find eye-catching new beauty products, which are more often than not viral perfumes. I can’t help it, but anytime I come across a buzzy new fragrance, my editor instincts go on high alert. So when I noticed every single one of my favorite perfume reviewers was talking about LORE, a fragrance brand that recently launched at Sephora, I had to get my nose on it.
A little lore behind LORE: The brand aspires to tell stories by translating experiences and locations into scents. One sniff from its initial four fragrances instantly transports you to somewhere new, whether it’s a beach at golden hour or a cabin in the woods. The design of the glass bottle gives me the impression that it's a luxury brand, with each fragrance housed in an opulent, organic-shaped glass bottle, perfect for display. But the best part? Each bottle only costs $88.
