Fragrance house

Charli D'Amelio

Charli D’Amelio began posting on TikTok in May 2019, and TikTok identifies her first viral video as July 17 of that year. In 2020, she became the platform’s first creator to reach 100 million followers. Her fragrance work began in June 2022 with Born Dreamer, developed with French fragrance house Robertet through collaboration in Grasse, France. D’Amelio participated in fragrance decisions and selected jasmine as a central element. Born Dreamer was conceived as a personal, everyday signature scent designed to express individuality and vary with the wearer’s body chemistry, rather than as an existing formula carrying her name. Its launch also incorporated vegan and cruelty-free formulation, recyclable and refillable packaging, and sustainability considerations in development. In 2022, the family formed D’Amelio Brands, a family-operated consumer-brand company built brand by brand from the creator-led TikTok presence.