Fragrance is no longer just a luxury — it’s becoming a daily ritual.

In this episode of Ecommerce on Tap, Aaron Alpeter sits down with 5 SENS founder Divya Gugnani to break down the massive shift happening in the fragrance industry.

They cover:

1. Why fragrance is the fastest-growing beauty category
2. The rise of “fragrance wardrobes” vs signature scents
3. What most founders get wrong about clean beauty
4. How to build a brand that actually has repeat purchase
5. The real playbook behind building a business worth buying

If you're building in beauty, DTC, or consumer brands — this is a must-watch.

$1B in sales… and Ari by Ariana Grande barely owns it.

• Why Ari by Ariana Grande scaled to $1B through licensing instead of ownership

• How “Cloud” became a hero SKU by riding luxury fragrance dupe demand

• The real unit economics behind a $70 perfume bottle

• How Sephora and Ulta distribution turned it into a global brand

Aaron Alpeter is a supply chain operator who has worked with 200+ brands. He breaks down how Ari by Ariana Grande built their supply chain to support billion-dollar retail scale.

Luxury brands used to take centuries to build. But Byredo did it in less than 20 years.

In this episode of Ecommerce on Tap, we break down how Byredo went from a niche fragrance startup in Stockholm to one of the most respected luxury brands in the world — eventually selling a majority stake to Puig.

We cover:

• How a former basketball player founded Byredo

• Why luxury brands succeed through culture, not price

• The four engines of modern luxury brands

• How distribution shapes brand perception

• Why Burberry nearly destroyed its luxury status

• Why fragrance is the perfect entry product for luxury brands

• What Puig really bought when acquiring Byredo

If you’re building a brand, this episode explains the modern luxury playbook.