Snif

Snif is a US-based direct-to-consumer fragrance and candle brand founded in 2020 by Bryan Edwards and Phil Riportella. Both founders came from corporate and startup backgrounds outside traditional perfumery and set out to redesign how people discover and buy scent. The brand centers its model on online sampling kits and a structured try-before-you-buy system that lets customers test full-size fragrances at home before deciding what to keep and what to return.

Snif formulates fragrances with a stated focus on clean ingredient standards and positions its pricing in the masstige space, typically below traditional luxury designer pricing but above conventional mass-market body sprays. The company launched online first, then expanded into brick-and-mortar distribution through retailers such as Ulta Beauty and Target; a 2024 profile in Beauty Independent reported that Snif entered Ulta via the Sparked program in 2023 and rolled out chainwide in the United States in 2024. The same report noted that Snif had raised over $27 million in funding and was on track for around $40 million in annual sales, with more than half of revenue still coming from its direct channel.

Within the catalog, Snif offers gender-neutral fine fragrances, candles, and occasional limited collaborations marketed under concepts like its Secret Menu. Releases emphasize straightforward, descriptive names and aim for immediate likeability rather than challenging, highly abstract compositions. The collection has grown quickly since the first fragrances launched in 2021, and the brand continues to push new SKUs while leveraging social media and influencer marketing to drive discovery and repeat purchase.