Viral perfumes A guest (L) wears A guest wears hair pulled back into a low ponytail with a center part and a few loose face-framing strands, narrow black rectangular sunglasses, small gold hoop earrings and multiple gold rings including one with a green stone, a black folded leather clutch under the left arm, a cropped black long-sleeve button-up shirt with a high stand collar and rolled sleeves exposing the midriff, a white knee-length pencil skirt in smooth slightly lustrous fabric, a guest (R) wears hair pulled back into a sleek low ponytail, a structured black leather top-handle Kelly handbag from Hermes with gold-tone hardware and a flap closure, a light blue textured long-sleeve blouse with an oversized pointed collar and front drape tucked into a high-waisted dark brown knee-length pencil skirt with a wrap detail, outside TWP, during New York Fashion Week, on September 15, 2025 in New York, New York .
It’s funny how quickly we can clock a fragrance these days. I remember being on the Tube surrounded not by one, not by two, but by at least four people all doused in the same scent: Maison Francis Kurkdjian’s Baccarat Rouge 540. That carriage could’ve easily and cleverly, doubled as a live campaign for the smoky-sweet fragrance.
What do Baccarat Rouge 540, Phlur’s Missing Person, Le Labo’s Santal 33, Glossier’s You and even Ariana Grande’s Cloud all have in common? They didn’t just sell well, they went viral. We’re talking months-long waiting lists, billions of TikTok views, and sales spiking almost overnight.
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