THE ONE TO WATCH
LORE
Lore caught my eye on social media through this mysterious launch by Melanie Bender. They started with a single post and a Typeform landing page to introduce the world of Lore:
“Each scent is a galaxy and we are the night sky. That makes you the first stars.”
I like a great story and storytelling beyond products. Most things we already have — the rest of consumerism today is about experiencing. Taking your audience with you, like Lore has done from the start.
Instagram @loreworld
ABOUT
Launched in 2025 by Melanie Bender (Rhode, Merit), Joe Cloyes & Greg Gonzalez (Youth To The People)
A fresh break in the fragrance industry — intentional, visually distinct, with a website built around playful, story-led world-building
Their POV: fragrance as emotion-first. Not selling scent, but a world — time, place, mood, feeling
WHY THEY STAND OUT
Brand with a story
There’s world-building around each scent. The words, the feeling, the imagery are intentionally built — beautiful, creative, and sexy.Online-driven website
It’s a challenge to sell what you can’t smell, but the brand story and content, together with the website and social media, support the dreamy world of their scents.Community-first approach
The first look wasn’t influencer-led, but rather free samples sent to the community — the first followers.
Instagram @loreworld
HOW DO THEY DIFFER IN
THE OVERSATURATED FRAGRANCE MARKET?
Let’s be real: most companies enter fragrance because of its shiny profit margins. But the lack of a clear point of view over the past few years has made it mundane. People follow trends (think Le Labo, Byredo, etc.), and product and brand innovation has been lacking.
It’s not always about launching a new category, but about the 3% change in an existing market through your point of view. This is how Lore has done it:
Sexy brand
Creative direction with a young, fresh, dreamy brand archetype. Everything from product to social.Sexy product
Unique four bottles. Choose your moment. From the website:
“Every object we make is an expression of craft and connection. Our bottle—formed from glass, aluminum and exacting hands—is made for daily ritual and display. It's yours for eternity. Each bottle is refillable; each cap is already a candle holder.”Sexy audience launch
They didn’t launch at the airport or with a flashy influencer campaign. They teased with intention, reaching the right, intrigued audience online. The launch was a mysterious Typeform landing page where an early group of brand discoverers were sent the four unreleased fragrances and encouraged to share their honest thoughts (as one should).
Launch Landinpage @loreworld
Website @loreworld
It’s difficult to build a creative brand — especially online. Copywriting, visuals, and what you share on your website need to make your world tangible. Lore is one of the best I’ve seen, quite frankly — and it’s only been a few months since they launched.
A good reminder that a clear, new POV is often the only difference needed to enter a crowded market and get people excited. (And a super cool brand helps!!)
*Visual rights belong to the respective brand. Images are clickable to their original sources.
THE ONE TO WATCH
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