Pragmatic Nose is a publication on strategy and branding in fragrance, built on the premise that these two things are harder than they seem and should be thought through properly.

Lower barriers to entry have democratized the fragrance industry but also diluted it. The old art vs. commerce battle has shifted to one between brands built with rigor and those that take shortcuts.

Posts here dig into what that means, aiming to give practical advice on commercial strategy, brand logic, positioning, concepting, naming, and copy. Written for founders, creative directors, investors, and retailers making decisions about fragrance brands, as well as perfumers, agencies and suppliers working alongside them.

The perspective draws on 15 years in consumer insights and business strategy across multiple industries, alongside close observation of the niche fragrance category over the past decade – tracking launches, studying what works, and noticing patterns that aren’t always visible from inside the category.