Inside Sephora’s Niche Fragrance Strategy

When Europerfumes founder Vicken Arslanian purchased the shuttered fragrance brand Commodity in 2019, he didn’t have much of a plan on how to revive the cult line. But he did know one factor was key to unlock the brand’s future: get back on the shelves of Sephora.

“Sephora doesn’t leave success for chance,” he said. “They’re working with a brand on a consistent basis, to talk about activation, to talk about in-store visual…