FUGAZZI x Sephora
niche usually means hard to find
we thought that was a stupid rule.
There's an unwritten rule in fragrance:
you can be niche, or you can be everywhere. Pick one.
We never liked it. FUGAZZI has always been playful luxury — serious about what's in the bottle, relaxed about everything else.
Fragrance shouldn't need a gatekeeper, a waitlist, or a secret address to find.
Sephora is where people actually discover scent. o putting a Dutch niche house in 100+ American stores didn't feel like a compromise. It felt like the point.
You just get to smell it before you buy it, from a store you already know.
Niche, with a parking lot. We'll take it.
