Sephora is beefing up its clean fragrance offering with its latest brand partnership.

5 Sens, the fragrance brand founded by beauty investor and Wander Beauty cofounder Divya Gugnani, will debut its full assortment on the retailer online May 23. From there, three scents — Catch Feelings, Lifetime of the Party and Twin Flame — and a discovery set will roll out to 224 doors the next month.

Gugnani introduced the brand earlier this yr, as reported by WWD, and its debut five scents are supposed to be swapped based on the wearer’s mood. Each full-sized fragrance is $65, and the brand can be vegan, Leaping Bunny-certified cruelty-free, and opts for glass, wood and post-consumer recycled plastic.

Gugnani said it was time to get the brand’s story into retail. “Launching direct-to-consumer was vital for us because we wanted to construct our own communities, get that initial feedback of which fragrances are working, which should not working, and whether or not consumers are resonating with the worth point,” Gugnani said. “Narrow and deep distribution initially, to construct the brand, is the fitting approach to do it.”

Sephora was an obvious alternative for a partnership, she said, given the retailer’s fragrance consumer. “Sephora is attracting the shopper base that overlaps with us, which is the fragrance-curious person, and it gives the shopper a possibility to physically try our scents. Because fragrance is a sensory experience, plenty of what you possibly can do in a Facebook or Instagram ad with skincare and makeup, you possibly can’t with fragrance,” Gugnani said.

Added Carye Campbell, vp of fragrance merchandising at Sephora, in an email, “With its purpose-driven approach to fragrance, and powerful, clean formulations, 5 Sens creates a singular sensory experience that seeks to capture and cultivate individual energy and moods. We will’t wait for our clients to find all that this brand has to supply, and we all know it’s going to be an exquisite addition to our fragrance assortment.” 

The launch comes at a time of growth each for Sephora and for fragrance more broadly. On its most up-to-date earnings call, Sephora parent LVMH Moët Hennessy Louis Vuitton reported 28 percent organic growth in its selective retailing division, driven by Sephora. Fragrance, in line with Circana, grew 15 percent in the primary quarter of 2023.

Gugnani didn’t comment on sales expectations for the brand, but as reported, industry sources expect it to land between $3 million and $5 million at retail in its first yr available on the market.

Though expansion is top of mind, she isn’t seeking to oversaturate her assortment. “We’re not going to launch a latest fragrance every month,” she said. “We imagine in our core, which is the juice we created. By telling our story on our site and on social media, individuals are connecting with the brand. There’s definitely product market fit, and the subsequent step is constructing on that.”