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Six months after launching its first viral fragrance collection, Snif is back with three new luxurious, genderless, and clean scents. Much like its first collection, Snif’s Collection 2 launched with a celebrity frenzy: millions (and millions and millions) of followers watched as Kim Kardashian, Chrissy Teigen, Tan France, and other A-listers unboxed the brand’s next-level PR package on Instagram.
Snif’s newest drop carries the same gotta-have-it factor as Collection 1, and in terms of inspiration, co-founder Bryan Edwards explains: “Collection 2 was inspired by our concept of setting a ‘new standard’ for what people could and should expect from fragrance and beauty brands, which meant ditching old labels and tackling the unhealthy stereotypes we saw in traditional fragrance marketing and copy.”
The fragrances (Sweet Ash, Poppy Issues, and Honorable Mention) come with more description this time around: Sweet Ash contains juniper, bergamot, tonka, and vanilla bean. Poppy Issues includes notes of plum, saffron, red poppy, and amber woods. Honorable Mention includes peach, timur pepper, jasmine tea, and cypress. In simple, Snif-like terms, co-founder Phil Riportella describes them as a step in the “sweeter/aromatic direction (Sweet Ash)... floral, fruity, spicy direction (Poppy Issues) and…Woody, Green direction (Honorable Mention).”
What I learned after sampling Collection 1 certainly holds true for Poppy Issues, Sweet Ash, and Honorable Mention: we’re in safe hands with Edwards, Riportella, and their fragrance house. As The New Scent Standard, Snif is “focused on tackling unhealthy stereotypes, fluffy descriptors, and other outdated standards found in traditional fragrance” -- and the latest fragrances smell and look very of the times: beautifully designed, universally likeable, and intentionally inclusive.
Sample Collection 2 for free before you decide what to keep (at $65 per bottle or $150 for all three), and stay tuned -- word on the street is Snif is expanding and has more exciting drops coming later this year…