The Fragrance Foundation is commemorating National Fragrance Day on Friday with a first-of-its-kind pop-up.
Open to visitors Friday through Sunday, the multibrand pop-up fragrance gallery and shop will launch as part of the Foundation’s Fragrance Week on Madison Avenue partnership with the Madison Avenue Business Improvement District, which kicks off Thursday.
Located at 924 Madison Avenue, the pop-up will include perfumer and founder talks, performances and other activations meant to promote scent and brand discovery. Participating brands, which will also be available for purchase at the pop-up, include YSL Beauty, Costa Brazil, Lâncome, Bath & Body Works, Anna Sui, Vera Wang and more.
“It’s not about the pressure of selling — it’s really about embracing the consumer,” said Linda Levy, president of The Fragrance Foundation, adding the aim is to offer something for everyone who considers themselves part of the ever-growing fragrance community.
Also as part of Fragrance Week, select fragrance and fashion boutiques along Madison Avenue from East 57th to East 86th Streets will host special promotions and events in commemoration, among them Vera Wang, Diptyque, Creed and D.S. & Durga.
“It’s an initiative that brings in a lot of stores, a lot of brands and a lot of excitement,” Levy said.
The timing is right: the fragrance category has been riding high post-pandemic as new consumers age into the category and nascent formats, including solids and hair mists, take hold. Circana reported that in 2024, fragrance grew 12 percent in prestige and 9 percent in mass, making it the fastest-growing category in both channels.
The pop-up, open from noon to 6 p.m. on Friday and Sunday, and 10 a.m. to 6 p.m. on Saturday, aims to celebrate this growth.
