Dossier, the fragrance brand best known for its luxury scent impressions, is doubling down on original creations in a bid to become “the brand for everyone.”
The strategy is reflected in its latest launch, The Oud Collection. Available now, the line has three scents — Tropical Oud, Oud de Rose and Golden Amber Oud — priced at $49 each.
“Oud is typically in perfumes that are sold for very high prices. We want to make oud accessible for everybody,” said Sergio Tache, founder and chief executive officer. “This is a continuation of all the efforts we’re trying to make.”
Unlike its bestselling fragrances, such as Woody Sandalwood and Ambery Saffron, the Oud collection isn’t an alternative to anything on the luxury market. Each fragrance is infused with a high concentration that’s said to intensify over time.
Industry sources estimate first-year sales will reach $2 million for the trio, while Dossier estimates $5 million. The brand confirmed that it is now operating as a nine-digit revenue business, selling roughly 10 units per minute. Its full assortment now includes more than 160 scents, including gourmand, floral, fruity and more.
Tache attributes a large portion of the brand’s growth to its discovery process and point of view. “When we launched, we quickly saw the interest from our customers to have super high-quality perfumes with French craftsmanship and fantastic ingredients. So, all the great things that luxury perfumes have, but sold at an affordable price,” he said, adding that the Dossier consumer, specifically, has high expectations. “They understand the industry well. They understand perfume well.”
They’re also shopping on Amazon and TikTok Shop, as well as in-store at Target and Walmart. While essential to its business model, building an omnichannel presence was difficult for Dossier, after its initial direct-to-consumer debut. “Dealing with the back end and the logistics was quite a challenge for us,” Tache said. “Figuring out the distribution of perfumes and function of the channel is something that we had to put a lot of thought into.”
To that point, Dossier is committed to showing up in the right places, whether through new retail partnerships or celebrity collaborations. The brand already has a few A-list partnerships under its belt, including one with Machine Gun Kelly and another with Madelyn Cline. “These are two very different partnerships,” Tache said. “We embrace that diversity and want to be part of specific and very different types of cultural moments, but that resonate with our own audience.
“This space is incredibly competitive, and if you don’t move, you move backwards,” he continued. “For us, it’s all about what is the new thing? What is the next cool thing? What we’re trying to do is to speak to both the people who know perfume extremely well, but also widen the scope of the traditional perfume.”