When Jeremy Fragrance thinks of his childhood, two scents drift through his memory: the old, moldy smell of the communal area in the housing block where he grew up, and John Paul Gaultier’s heady, sexy Le Male perfume, which he bought as a gift for his stepfather: the smell of reality and that of escape.
Fragrance—that’s the name on his passport—is the world’s most popular perfume influencer. The 34-year-old German social-media star has amassed an astonishing 6.6 million followers on TikTok, and more than 280 million views on YouTube, by recommending scents. He is set to publish his autobiography in June.
