Nowadays it seems like everyone is afraid to take up space. From loudly defending the right to be like everyone else to videos of influencers in the same white-beige uniform, it's like there's a war on individuality. And this isn't about people who share common ground, no this is about those who flood someone's comments asking where they got their straight leg jeans from so they can have their exact pair. Proclaiming to be just like other girls has shifted from a sense of camaraderie amongst young women, pushing back against misogynistic mocking to a rallying cry for conformity. If you don't like the same music, same clothes, same perfume and same colors as this narrow definition of a "girl" well now you'll be cast aside and looked down upon.
I'm not the first to say that this is a symbol of a rise of fascism. Tiktok's like this give an insight to something everyone is noticing, the masses are becoming more homogenous than ever, which makes them easier to control.
You may be wondering what that has to do with perfume?
Well, quite a bit actually!
Once upon a time "skin scents" were just perfumes without large projection. They were intimate, sat close to skin, but they weren't necessarily soft. A spicy or*ental (outdated term, but more accurately describes what I'm thinking of more than 'amber') could settle into a skin scent before long. But now, skin scents are used to describe ambroxan heavy, barely there perfumes.
If you have no idea what an ambroxan heavy perfume is, look no further than Glossier 'You', the shining star of this scent category. Glossier 'You' rose in popularity during the 2020 pandemic (although the pandemic is very much still happening), alongside the rise of "clean girl" and it makes sense. During a time filled with sickness, people were looking to be almost sterilized, their visual appearance a marker of clean health as anxieties rose. So it's no wonder a perfume that smells like nothing took the girls by storm. There was nothing messy about it, it was reminiscent of clean, washed skin. Not soapy however, that's a different category that holds perfumes such as Replica's 'Bubble Bath'.
The popularity of 'my skin but nothing' perfumes have only increased. Molecule 01, JHAG Not a Perfume, the Glossier 'You' flankers. All marketing themselves as smelling different on every body and "enhancing pheromones" but there's a problem.
They all smell the same.
And not in the traditional designer perfumes all being a vague fruity-floral-amber mess but in that the marketing is only telling half the story. Sure they smell different to an extent as everyone's skin brings out different aspects but for the most part they smell of the same musky-ambery nothingness. Theres a falsity to its promises. 'Buy this perfume that smells like nothing and you'll be a unique individual with little effort.' It's blandness is a comfort in a way, as people can pretend to be unique as they only make a whisper in a crowd.
It calls back to this image.
Each person here thinks they're a unique individual, only to be met with the startling reality of their own conformity. When you wear 'You' or 'Not a Perfume', you can buy into its claims of smelling unique on each person. Until you smell it on someone else and you realize 'huh, that's kind of familiar'. There's no risk involved, no trial and error of finding a perfume that embodies your personality and style. No risk of not liking something or even coming across unlikable yourself.
There's no thick jasmine of Mugler 'Alien', no swampy green of Cacharel 'Eden', and definitely no rich cherry-leather smell of Room 1015 'Cherry Punk'. For many, being an individual is out, there's no reason to interrogate yourself and your interests if you can't be picked out of a crowd.
This isn't the same as office-friendly scents, which are just perfumes you can wear that smell pleasant without choking everyone in your cramped space out. This is the appeal of nothingness. Of fitting in but convincing yourself that you're really different while also not making any efforts to make a real impression.
There's a contradiction involved, as with anything. People are no longer proud to step outside the box and if they do? Well they just copy. There's an insecurity involved in not wanting to be the first person to stand out so instead you copy someone else and hope the momentum that propelled them works for them as well.
Maybe that's why 'clean' smelling perfumes have evolved from being a symbol of health to a symbol of sameness. As you hop from clean girl to coastal grandma to tomato girl every few months there's no need to really find something that represents you.
You don't know who you are.