‘Smellmaxxing’ and ‘frag heads’: how the gen Z perfume boom came up roses for indie brands

‘There’s a definite sense of punk-rock impresarios to some indie brands.’ Photograph: Lillis Mayanjie

“Will the girl who I just met at the perfume store please comment the perfume you recommended,” wrote Chappell Roan on Instagram last month. “You said it smelled like lipstick.”

The post went viral and the scent – Girl of the Year by the Los Angeles perfume house Thin Wild Mercury – instantly sold out.