The Fragrance Firm

The Fragrance Firm is Zee and Dan, a two-person account posting daily fragrance content. The output backs that up: past 686 videos since the account opened in October 2021, with new uploads landing daily. The volume is the point. If you want a running commentary on what is arriving rather than a considered monthly review, this is the format that gives it to you.

Two voices rather than one gives the reviews something most solo fragrance accounts cannot manage, which is disagreement: a scent that lands for one of them and not the other is more useful than a single verdict delivered with confidence. The format leans on quickfire questions and speed rankings - best value for money, most complimented, best release of the year - answered by both of them, so you get two positions and the gap between them.

The lane is niche, independent and luxury houses, running through Montale, BDK Parfums, Born To Stand Out, Memo Paris, Electimuss, Clive Christian, Jacques Fath, Essential Parfums and Aaron Terence Hughes, alongside London boutique visits, release news and the occasional designer launch - one video is captioned "niche and designer only". Even the value-focused videos stay in designer and affordable niche territory rather than looking at clones.

On transparency they are better than most: brand collaborations are listed openly in a Brands Collaborations section on their own link page, discount codes are named in the caption rather than buried, and videos that are not sponsored are labelled as such - "this is not an ad, all opinions are our own" appears in the captions. Note too that TikTok's own disclosure tool is often required on content that is not paid advertising, so a label on a video is not by itself evidence of a paid placement.