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28 Apr

5 Sens Fragrance Brand Goes to Sephora – WWD

by Beautifaire101
Beauty, Featured
5 Sens Fragrance Brand Goes to Sephora – WWD
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...
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17 Dec

How 5 Sens Makes Clean Fragrance Inexpensive – WWD

by Beauty Tips
Fashion, Featured
How 5 Sens Makes Clean Fragrance Inexpensive – WWD
Divya Gugnani is dipping her toes into fragrance with a latest brand. The investor and serial entrepreneur — she also cofounded Wander Beauty — has developed a latest brand of fragrances called 5 Sens. Based on the thought of democratizing luxury fragrance collections, the eaux de parfums are priced at $65 for 30-ml. Each is available in a 10-ml travel size as well, priced at $29. It launches this month direct-to-consumer on the brand’s website. From her purview across different sectors of the industry, Gugnani posited that fragrance was the last remaining category in beauty ripe for a shake-up. “The beauty market has been disrupted in hair, in skin, in color. Fragrance hasn’t been disrupted — it's dominated by luxury fashion houses...
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