The Evening Standard surveys the niche fragrances going viral on TikTok in this item on the new generation of fragrance obsessives.

Perfumehead caught the attention of writer Amy Francombe in her search for hashtag-hyped products. Created by Daniel Giles (who has already been called “the Sofia Coppola of scent”), the debut line comprises seven unisex fragrances inspired by his hometown Los Angeles, from the Flamingo Estate in the LA hills to the jacaranda trees of West Hollywood.

Fragrance zealots, says Francombe, love Perfumehead’s talk of “personal smell museums” and “olfactory screenplays” as well as such offbeat product names as Cosmic Cowboy and Canadian Tuxedo.

To read the entire item, visit The Evening Standard.