How online perfume communities are shaping the fragrance industry

When Funmi Monet began her perfume- and beauty-focused TikTok in 2020, she drew upon her past work at a department store fragrance counter to offer perfume recommendations to her audience. The Dallas-based creator quickly became known as the internet’s “fragrance auntie” for her entertaining and insightful recommendations and reviews, amassing close to 500,000 followers on TikTok and more than 250,000 on Instagram. Brands took notice, too, with the likes of Maison Francis Kurkdjian and Dior soon sending products to Monet to review.