I didn’t attend ScentXplore in New York. Not because I wasn’t interested, and not because I lacked access. One of the founders I recently interviewed was there, and I had considered going to finally meet him in person after our virtual conversation.
In the end, I chose not to. Watching the weekend unfold only confirmed that decision.
This is not a review of the event. Many people attended, discovered new brands, and enjoyed the experience. What follows is simply an observation from the sidelines about how fragrance culture is increasingly structured, and why certain formats no longer align with how some of us want to work and engage.
As the event played out, social media filled with footage. Crowded rooms. Long lines. Heat. Cameras everywhere. Founders surrounded by people trying to secure a moment, a sample, a connection, a clip. Some attendees voiced frustration about logistics and access. One interaction even led to a public apology from a founder who acknowledged how overwhelming the environment had become.
High-density fragrance events bring too many roles into the same compressed space. Collectors, press, creators, aspiring creators, brand partners, and founders all competing for attention at once. The result is pressure. Conversations shorten. Patience wears thin. Even the most well-intentioned people end up stretched.
The part that lingered for me wasn’t even the heat or the bottlenecks, it was how quickly the conversation about ScentXplore turned into a social sorting exercise. In one widely shared recap, the writer praised the access, the sampling, the friendliness of perfumers, even the end-of-show deals, and then pivoted into open contempt for other attendees they labeled “wannabe influencers.” That tells you what these events can become at peak density. When too many worlds collide in one room, perfume stops being the center of gravity and status takes over.
People start policing who belongs, who is “serious,” who is embarrassing, who is allowed to take up space. That’s not a personal quirk of any one attendee. It’s what happens when an open-floor format turns attention into a scarce resource.
The backlash toward frag bros was hard to miss. They were criticized for being visible, organized, and everywhere. I don’t share that view. They are a serious market segment, deeply engaged and commercially relevant. In a crowded, unstructured environment, the most coordinated groups will always be the most noticeable. That isn’t dominance. It’s how open spaces function.
What stood out to me most is how normalized competition for access has become. Waiting in line to meet a founder. Hovering with a phone ready. Trying to be memorable in seconds while someone else waits behind you. For some, that energy feels exciting. For me, it doesn’t lead to meaningful exchange.
I’ve seen a different approach work extremely well.
I’ve learned that I do my best work in environments where time is structured and conversations aren’t rushed. I’m drawn to formats where you can sit down, talk, and listen without competing for attention or space. I’ve seen that approach work well in other industries. My husband used to reserve a suite at large technology conventions and meet clients one on one or in small groups. It was calm, efficient, and respectful of everyone’s time.
That kind of structure allows people to show up fully. Conversations unfold naturally. No one has to perform or fight for access. It may be quieter, but it allows depth.
What we’re seeing more of now in fragrance is a shift toward visibility and scale. Conversations happen in public. Attention is fragmented. Moments are documented as they happen. That approach works well for some people.
For me, it doesn’t.
That weekend, while ScentXplore dominated feeds, I was immersed in my interview with Claude Marchal and revisiting his portfolio for MDCI. Wearing the perfumes. Taking notes. Paying attention to how they evolve on skin over time. Letting the work speak without urgency.
The contrast felt instructive.
If you attended ScentXplore, I’d genuinely love to hear your experience. Not the highlight reel, but the reality. Did it feel energizing or exhausting? Did you have conversations that stayed with you? Did you leave with discoveries that deepened your relationship with perfume? Would you go again next year?
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