Professor

Professor is a fragrance label launched in 2024 under the Snif umbrella, co-created with Emelia O'Toole — the content creator known online as @professorperfume who built a substantial following by reviewing thousands of fragrances to avoid finishing her Master's thesis. O'Toole's outsider-turned-authority trajectory gave the collaboration an unusual credibility: her audience trusted her nose precisely because she arrived at expertise through obsessive personal interest rather than industry training. Snif, the US DTC fragrance brand founded in 2020 by Bryan Edwards and Phil Riportella, provided the infrastructure — premium, vegan, clean-standard formulations — while O'Toole shaped the olfactory direction. The Professor line targets the informed, platform-native fragrance consumer: accessible price points, clean ingredients, and scent concepts grounded in a curator's knowledge of what works. Distribution is exclusively through Snif's direct-to-consumer channel.