Fragrance is having a moment and these new brands are leading the charge. Whether they’re reimagining classic scent profiles, making fragrance more fun and accessible, or turning scent into a tool for self-expression, these NB100-winning brands are redefining what perfume can be. From Gen Alpha-friendly body mists to clean, science-backed eau de parfums, meet the brands changing the way we think about fragrance.
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DAISE is redefining beauty for Gen Alpha and younger Gen Z with a playful, inclusive approach that turns everyday routines into moments of self-expression. Launched in 2024 by Jaimee Lupton, the brand offers a vibrant lineup of body mists, foaming body washes, bath bombs, spray deodorants, body scrubs, and lip balms—all designed to make fragrance and body care fun. With mood-matching scents and colorful packaging, DAISE invites tweens and teens to explore who they are without pressure, making beauty feel approachable, expressive and entirely their own.
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NOYZ is shaking up the fragrance world with bold, expressive scents made for a generation that’s unafraid to be real. Founded by Shaun Neff in 2024, the brand challenges traditional perfume norms with edgy, long-lasting blends inspired by raw emotion and personal storytelling. NOYZ unfilters the filtered, crafting fragrances like Unmute—a spicy-sweet mix of black plum and Madagascar vanilla—that amplify individuality and embrace imperfection.
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NETTE is a clean, sustainable fragrance brand that’s rewriting the rules of scent with a chic, modern edge. Founded by Carol Han Pyle in 2020, NETTE reimagines classic profiles and transforms them into something entirely new, as seen in its latest Lemon Puff Eau de Parfum, a warm gourmand blend of juicy lemon and toasted meringue. From candles to fine fragrance, every product is crafted with scientifically backed ingredients that amplify wellbeing and evoke what the brand calls “NettePositive” emotion.
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PHLUR is a modern fragrance brand that blends luxury with play, offering expressive, mood-driven scents crafted by world-class perfumers. Relaunched in 2022 under the creative direction of Chriselle Lim, PHLUR takes its addicting fragrances—like the cult-favorite Missing Person—and transforms them into a full sensory experience with body mists, eau de parfums, deodorants, body oils and lotions. Each product invites you to match your scent to your mood, making fragrance feel personal, wearable and endlessly collectible.
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