Snif

Snif was founded in New York in October 2020 by Phil Riportella and Bryan Edwards, two former finance professionals who saw an opportunity to sell fragrance directly to a younger, digitally native audience. Their launch strategy was deliberately disruptive: the first three scents were released without note listings, forcing buyers to engage with the scent itself rather than the language typically used to sell perfume. Kim Kardashian West and Kris Jenner posting the debut set on launch day generated immediate viral momentum. The brand operates on a try-before-you-buy model - sending samples before full purchases are committed - and takes a deliberately gender-neutral stance across the catalogue. Packaging is clean and contemporary, avoiding the coded luxury signifiers of heritage houses. Snif has since expanded into brick-and-mortar retail through a partnership with Ulta Beauty. Pricing sits in the accessible-to-mid tier, typically in the $50-80 range for full bottles. The brand's identity is built on transparency, accessibility, and the idea that fragrance selection should be personal rather than prescribed by department-store counters.