How TikTok Rewired Fragrance

How Phlur Rebuilt Fragrance for the TikTok Era

Fragrance Didn’t Fail DTC. It Was Explained Wrong.

For years, fragrance looked like the perfect DTC category:

small SKUs, high margins, emotional branding.

And yet, it stalled.

In this week’s Ecommerce on Tap, we unpack why fragrance skipped the first DTC wave, what finally changed, and how one brand, Phlur, helped rewire the category.

In this episode, we break down:

1. Why fragrance depended on department store counters for decades

2. The four structural reasons DTC fragrance didn’t work in the 2010s

3. How TikTok replaced authority with peer-to-peer translation

4. Why emotion, not “clean”, became the real growth lever

5. What this shift means for any brand trying to scale in a saturated category

Best Countries for Manufacturing Jewelry & Accessories

Where you manufacture matters as much as how. Each region brings different strengths across metals, plating, stones, leather, and finishing. Here’s a clear snapshot to help you choose the right fit for your product.

🇨🇳 China — Most complete ecosystem
Best for metal jewelry, plating, chains, resin, leather
Strength: end-to-end capability + scale
Watch out: plating thickness & compliance
Cost: Medium | Lead time: 30–75 days

🇮🇳 India — Handcrafted & silver-focused
Best for sterling silver, stone-set, artisanal pieces
Strength: hand-finishing craftsmanship
Watch out: longer development cycles
Cost: Low–Medium | Lead time: 45–120 days

🇹🇷 Turkey — Premium quality
Best for high-end, gold-plated, modern metal designs
Strength: polishing, plating, EU compliance
Watch out: higher unit costs
Cost: Medium–High | Lead time: 30–60 days

🇻🇳 Vietnam — Leather & soft accessories
Best for leather goods, textile-based accessories
Strength: clean assembly, stitching quality
Watch out: limited high-end casting
Cost: Low–Medium | Lead time: 45–90 days

🇲🇽 Mexico — Nearshore speed
Best for leather goods, simple metal parts
Strength: fast U.S. transit, flexibility
Watch out: limited advanced plating & stone work
Cost: Medium | Lead time: 30–60 days

Bottom line: There’s no single “best” country—only the best match for your product, margin, and risk tolerance. The right decision comes from understanding tradeoffs before you place a PO. 

Looking to improve your sourcing or move production with confidence?

Our team helps brands find trusted factories, streamline production, and reduce risks when scaling or relocating manufacturing.

Schedule a Call to explore how we can support your sourcing goals.