Exploring Gourmet Fragrances: The Rise of Snif and Novel Scents in Beauty Retail

The world of fragrance is continually evolving, with new brands and innovative scents reshaping how we think about personal aroma. One notable player in this dynamic arena is Snif, a brand that emerged in 2020, introducing an adventurous approach to fragrance with flavors inspired by pizza, candy, and other culinary delights. This article delves into Snif’s recent launch at Ulta Beauty, its creative offerings, and explores broader trends in the fragrance market.

When Snif co-founders Bryan Edwards and Phil Riportella launched their brand, gourmand fragrances were often limited to sweet vanilla-centric scents. Fast forward to 2026, and these fragrances have transformed into a diverse category that includes unexpected savory notes such as milk, pistachio, tomato, and butter. The demand for these unique aromas is prompting major retailers like Ulta Beauty to showcase them prominently.

On Monday, Snif introduced its “Secret Menu” collection at Ulta, featuring innovative scents that explore this new gourmand territory. Edwards shared, “The fragrance consumer — and specifically, the Ulta consumer — is more experimental than ever.” He emphasized that the traditional concept of a signature scent is fading, allowing for bolder, unconventional choices.

Among the six scents in this collection are a cola-inspired fragrance and the crowd favorite, Crumb Couture. While some scents like Dead Dinosaur and Slice Shop (pizza-inspired) are exclusive to online platforms, the brand anticipates that Swede Tooth, which draws inspiration from Swedish candies, will be their top seller at Ulta.

Snif is on track for impressive growth, predicting a 200% year-on-year increase in retail sales in 2026, largely due to its partnership with Ulta. This collaboration has opened doors for Snif to expand its customer base, with products also available on Amazon. Their Secret Menu collection is projected to account for about 20% of the brand’s revenue this year.

“As Ulta doubles down on Snif, we’re committed to maximizing this partnership,” Edwards mentioned, highlighting the strategic advantage of being featured prominently, especially during peak shopping seasons.

Initially, in 2022, the Secret Menu collection was an exclusive find for engaged consumers, available through hidden links on Snif’s website. The ongoing popularity of the line, particularly the croissant-inspired Crumb Couture, has encouraged showing these unique scents in-store at Ulta.

Looking ahead, Snif intends to maintain its focus on gourmand fragrances, eager to meet consumer demand. The Ulta audience has embraced these experimental scents, with Hot Cakes, a pancake-inspired fragrance, emerging as a bestseller in the retailer’s lineup.

However, as interest in food-inspired fragrances grows, so does competition. Edwards notes, “The speed at which new fragrances and brands emerge is staggering. With only so many flavors to explore, we feel it’s crucial to push boundaries.”

While initial interest in unusual scents like butter or cola can entice new customers, retaining them requires more than just novelty. Snif boasts a repeat purchase rate exceeding 50%, showing that customers appreciate the brand’s commitment to fresh offerings. Edwards explains, “A significant portion of our loyal customers love exploring new scents, showcasing the brand’s ability to innovate continually.”

Conclusion

The world of fragrances is changing, offering consumers a more diverse and experimental selection than ever before. Snif’s recent launch at Ulta Beauty exemplifies the growing demand for novel and unconventional scents. As brands like Snif continue to push the envelope, they not only entice adventurous consumers but also reshape the fragrance landscape itself. Whether you’re a fragrance aficionado or someone interested in trying something new, embracing this vibrant trend may lead you to discover your next signature scent.