Fragrance house

David Dobrik

David Dobrik’s fragrance venture, David’s Perfume, launched in October 2020 in collaboration with Flower Shop Perfumes Co., a direct-to-consumer perfume startup founded by Isaac Lekach in September 2019. The United States celebrity fragrance brand was Flower Shop’s first fragrance launch and marked Dobrik’s move from internet entertainment into a consumer fragrance category. Its creative identity extended Dobrik’s internet persona, while its concept drew on a scent he encountered on another person and was shaped to feel elegant and unexpected for his audience. The debut comprised David’s Perfume #01, Amber & Cashmere, and David’s Perfume #02, Grapefruit & Sandalwood, both composed with perfumer Céline Barel. In 2021, Dobrik’s broader public creative identity was disrupted after misconduct allegations involving Vlog Squad members; he took a social-media hiatus and returned to YouTube after roughly three months.