Fragrance house

Snif

Snif was founded in October 2020 by friends Bryan Edwards and Phil Riportella, who had developed the concept in 2018 and worked on brand building and product development from 2019. It began as a direct-to-consumer fragrance brand intended to simplify fragrance buying for consumers who found traditional perfume terminology and retail presentation needlessly complicated. Its public identity emphasizes genderless, inclusive fragrance, self-expression, transparency, and a try-before-you-buy experience, with its Scent Board community helping curate fragrance and candle collections. By 2025, Snif had expanded beyond fine fragrance into scented candles and laundry products while continuing to frame fragrance as accessible, clean-oriented, and fun. Launched at the end of 2022 and later presented as the Secret Menu, the Nonoses sub-brand housed unconventional fragrance concepts, which became a source of commercially viable scents and shaped later experimentation. Crumb Couture became one of Snif’s best-selling fragrances and one of its best-selling scents at Ulta in 2025. Rose Era, created with beauty creator Monet McMichael, was Snif’s No. 1-selling fragrance during its July launch month and remained among its top sellers at Ulta. In December 2025, Snif introduced Notewrks, a sub-brand aimed at Gen Z and Gen Alpha male consumers.