Most Important Beauty Category

Fragrance is quietly becoming one of the most important categories in beauty.

But not in the way you think.

In this episode, Aaron sits down with 5 SENS founder Divya Gugnani to unpack a massive shift:

Fragrance is moving from a “special occasion luxury” to a daily emotional ritual.

The big idea:

Consumers don’t want one signature scent anymore — they want a fragrance wardrobe.

And that changes everything:

• Product design (smaller sizes, more variety)

• Marketing (emotion > ingredients)

• Retention (repeat purchase across moods)

If you're building a consumer brand, this episode is a masterclass in:

• Finding real white space

• Building with intention (not just growth)

• Creating something people come back for

We Saw This Coming: Why Grüns Was Built to Be Acquired

Grüns was just acquired by Unilever, but if you’ve been following along, this wasn’t a surprise.

Back in November on Ecommerce on Tap, we called out Grüns as a brand that fit the exact profile Unilever is looking for: strong product-market fit, clear positioning, and a supply chain that could actually scale inside a larger portfolio.

What else did we get right?

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