Snif

Snif is a DTC fragrance brand founded in 2020 offering genderless, vegan, cruelty-free fine fragrances, expanding from online-only to over 1,350 Ulta Beauty locations. It uses creator-led TikTok Shop livestreams as a core sales channel. Snif occupies the fast-growing intersection of prestige-adjacent fragrance and social commerce, a segment that has attracted significant venture interest as traditional fragrance retail consolidates around a small number of conglomerates. Its retail expansion into Ulta represents a common DTC inflection point — using social channels to build brand equity, then converting that into shelf space — though fragrance remains among the harder categories to sell without a sensory touchpoint.

First mentioned: April 2026