Fragrance didn’t fail because people wanted fewer options.
It failed because it forced certainty in a world that isn’t.

In this episode of Ecommerce on Tap, Nathan Resnick and Aaron Alpeter break down how DedCool quietly rebuilt fragrance by questioning its most basic assumptions: gendered scents, signature bottles, and permanence.

We explore:
Why smell is learned, not universal
How fragrance became a social signal (not just a product)
Why layering reduces risk instead of creating confusion
How DedCool grew from a solo founder with an Instagram page into a $25–30M scent platform
What founders can learn from staying founder-led longer than feels comfortable

This is a deep dive into brand behavior, not trend-chasing, and a blueprint for founders building categories the rightway.

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🧠 Brought to you by Sourcify & Izba

Fragrance didn’t suddenly work online—it needed a new translator.
For decades, fragrance was built around authority, aspiration, and department store counters. Then Phlur quietly broke the rules.

In this episode of Ecommerce on Tap, we break down:
Why fragrance failed early DTC
How Phlur’s founders built a credible but plateaued clean fragrance brand
Why selling “clean” wasn’t enough to scale
How TikTok changed fragrance discovery
The strategic reboot behind Phlur’s breakout product Missing Person
Why Phlur’s supply chain, manufacturing strategy, and channel mix look nothing like legacy fragrance brands
What Phlur teaches operators about category reinvention, hero SKUs, and scaling without dilution

This isn’t a hype story.
It’s an operator case study on how culture, systems, and storytelling intersect to unlock growth.

🎧 Listen if you’re a founder, operator, investor, or brand leader navigating:
DTC vs retail tradeoffs
Rising CACs
Category saturation
Cultural relevance vs operational discipline

Welcome to ECommerce On Tap, where Aaron and Nathan dive deep into the inner workings of the world’s most dynamic consumer categories. This season, they’re unraveling the mysteries of fragrance—from the basics of what constitutes a scent, to the rich history that took fragrance from ancient rituals to global luxury status. Whether you’re curious about the science behind a great perfume, the complexities of launching a fragrance brand, or the trends shaping the $50+ billion global market, this episode sets the stage for it all.

Join our hosts as they cover how fragrances are made, who holds the power in the supply chain, the role of storytelling, and the regulations that shape what ends up in the bottle. With personal stories, industry insights, and a look at the cultural icons that changed everything—like Chanel No. 5—this is the essential introduction to a season filled with brand spotlights, founder journeys, and actionable takeaways for ecommerce entrepreneurs.

So whether you’re a fragrance fanatic, a brand builder, or simply intrigued by what makes this industry so unique, tune in—ECommerce On Tap is about to make the world of scent come alive. Don’t forget to subscribe and stay with us for the full fragrance deep dive!