Most perfume influencer marketing advice stops at "work with micro-influencers" and "be authentic". We wanted to see what the biggest perfume brands actually do, so we pulled the 50 most recent sponsored posts for each of the most-searched perfume brands in the US and looked at who posted, how each deal was disclosed, and which posts took off.

Here's why perfume brands work with creators, the commonalities in their strategy, and a step-by-step way to run your own campaign.

Why perfume brands use influencer marketing

Creators do a few things for perfume brands that ads and product pages can't:

• Creators put a smell into words. Nobody can smell a perfume through a screen, so the description does the selling. A Jo Malone London post that called Sea Salt & Bergamot "a fresh ocean breeze" in a bottle got 224k plays, nearly twice the creator's following.
• Perfume is a go-to gift. Fragrance sales jump when people shop for someone else, and creators can make the gift feel personal. 10 of Creed's last 50 sponsored posts are holiday gifting posts, all from late November and December.
• A candle is an easy first buy. A full bottle of a scent you've never smelled is a big ask, but a candle on a coffee table is not. 6 of Diptyque's last 50 sponsored posts feature its candles, from a styled coffee table to a candle night event.
• Creators show where the scent fits in their day. People buy a scent they can picture wearing. Le Labo's products are stocked in Equinox locker rooms, and 4 of its last 50 sponsored posts show creators using them at the gym.

Top perfume brands using influencer marketing

These are the most-searched perfume brands in the US, according to Ahrefs. Deal types show how each post was disclosed (for example, with a paid partnership label or an ambassador hashtag). Creator tiers: micro 10k–50k followers, mid-tier 50k–500k, macro 500k+.

1. Creed: big creators and a countryside launch trip

Creed's last 50 sponsored posts launch one scent and keep selling another: 15 introduce Wild Vetiver, including 4 from a creator trip to the English countryside, and 18 feature Aventus. It books the biggest creators of the five, with a median of 306k followers and 14 creators above 500k. Its creators are split between the US (13) and the UK (13), 39 posts were disclosed as paid partnerships, and only 2 include a code, both for Cult Beauty.

• Creators: @realbarbarapalvin (21.3M), @chrisjohnmillington (368k) and @franciscofaria (174k) are among the creators who've posted for Creed.
• How posts were disclosed: 39 paid partnership, 9 gifted, 1 ambassador, 1 unspecified

What to take from it: Launch a new scent with a trip creators can film. Creed took creators to the Oxfordshire countryside for Wild Vetiver, and a post from a Portuguese creator with 174k followers got 15k likes, about 9% of their following.

2. Diptyque: holiday gifting and a jazz club scent

Diptyque labeled 23 of its last 50 sponsored posts as gifted, and 13 are holiday posts, 6 of them unboxing its advent calendar. Another 6 feature Orphéon, a scent inspired by jazz clubs, launched with the band Ezra Collective and an Orphéon Club event. Its creators are based in the UK (9), France (4) and Japan (3), and none of the posts use a code.

• Creators: @seungjuuuuuuu (614k), @gurleengambhir (365k) and @ezracollective (259k) are among the creators who've posted for Diptyque.
• How posts were disclosed: 26 paid partnership, 23 gifted, 1 unspecified

What to take from it: Give a scent a story, then find creators who live it. Diptyque's Orphéon is inspired by jazz clubs, and its post with jazz band Ezra Collective got 4.5M plays, about 17 times the band's following.

3. Le Labo: gifting to fashion creators

Le Labo labeled 28 of its last 50 sponsored posts as gifted, more than it labeled as paid. Many come from fashion creators: 8 are outfit posts where the scent finishes the look, and 3 of those belong to one creator's "Totally Influenced Style" series. Its creators are based in the UK (11), the US (6) and Denmark (4), and none of the posts use a code.

• Creators: @witsamost (726k), @juhcobo (284k) and @totallyinfluencedstyle (341k) are among the creators who've posted for Le Labo.
• How posts were disclosed: 28 gifted, 21 paid partnership, 1 ambassador

What to take from it: Gift to creators who already run a regular series. Le Labo's two most-viewed posts both came from one creator's outfit series, with 1.7M and 1.3M plays, and both were labeled as gifted.

4. Dossier: designer comparisons and a vanilla launch

23 of Dossier's last 50 sponsored posts feature its Vanilla Expressions collection, with actress Madelyn Cline as the face of the line. 11 compare a Dossier scent to a designer one, like a Citrus Peony "inspired by Miss Dior Blooming bouquet". It keeps coming back to two UK creators with under 5k followers, who posted 6 and 5 times. 20 of its creators are in the US, and only one post includes a code.

• Creators: @madelyncline (16.5M), @fragranceknowledge (302k) and @rruss__oo (122k) are among the creators who've posted for Dossier.
• How posts were disclosed: 32 paid partnership, 13 gifted, 3 ambassador, 1 unspecified, 1 affiliate

What to take from it: Tease a launch before you reveal it. Madelyn Cline's "something sweet coming soon" teaser got 3.0M plays, and her reveal five weeks later got 5.2M plays and 265k likes.

5. Jo Malone London: a new cologne and a veggie collection

21 of Jo Malone London's last 50 sponsored posts launch its new Sea Salt & Bergamot Cologne, and 10 cover a limited-edition Veggies collection with scents like Carrot Blossom and Scarlet Beetroot. 10 captions point followers to Sephora, and 5 promote its sets in the Nordstrom Anniversary Sale. 24 of its creators are in the US, and none of the posts use a code.

• Creators: @victoria (1.2M), @nataliechassay (376k) and @sallykim7 (418k) are among the creators who've posted for Jo Malone London.
• How posts were disclosed: 31 paid partnership, 10 unspecified, 5 ambassador, 4 gifted

What to take from it: Pitch a new scent through one your buyers already own. A creator with 418k followers told fans of the classic Wood Sage & Sea Salt they "NEED to try" the new Sea Salt & Bergamot, and it became Jo Malone London's most-viewed post, with 716k plays.

What the top perfume brands have in common

Looking across all 250 posts, four patterns stand out:

• Fragrance gets gifted a lot. 77 of the 250 posts (31%) were labeled as gifted, against only 10 labeled as ambassador posts.
• Smaller creators get more out of their audience. Across 188 posts with visible likes, creators under 50k followers got a median of 3.3% of their followers liking the post. For creators above 50k, it was 0.8%.
• One new scent sets the calendar. Each brand's posts cluster around a launch: Dossier's Vanilla Expressions (23 posts), Jo Malone London's Sea Salt & Bergamot (21) and Creed's Wild Vetiver (15).
• Views don't follow follower count. A Jo Malone London Veggies post from a creator with 9k followers got 203k plays, and a Dossier post from a creator with 20k got 125k.

How to run a perfume influencer marketing campaign

Here's how to run a campaign step by step, using what the top perfume brands do at each stage.

1. Pick one goal and one metric

Decide what the campaign is for before you pick a single creator, because the goal changes who you book, how you pay them and what you ask them to post. The top perfume brands' posts show both goals at work. Jo Malone London's Nordstrom Anniversary Sale posts are built to drive sales. Creed's countryside trip and Diptyque's jazz collab are built for reach.

• Sales: track revenue per creator with a unique link and code.
• Awareness: track views, saves and reach per post.
• Average order value: gift sets and bundles push up basket size, so compare order value per creator around the holidays, like Creed's holiday gifting posts.

Pick one metric per campaign so you can compare creators fairly afterwards.

2. Find and vet creators who fit your brand

Follower count is the last thing to filter on. A creator with 13k followers pitched Dossier's Powdery Tobacco as "a warm, luxurious fragrance without the luxury price tag" and walked through its notes, longevity and best seasons. The post got 38k plays, nearly three times their following, because that's exactly what a Dossier buyer wants to know. Across all five brands, creators under 50k followers got about four times the likes relative to their audience.

Our survey found niche micro-creators are outperforming mega-influencers: nearly 60% of marketers said niche influencers performed better in 2025 than in 2024.

• Write down who buys your product (people hunting for a signature scent, budget shoppers looking for designer alternatives, gift buyers) and look for creators living that life.
• Search Modash's database of 380M+ creators and filter by audience demographics (age, gender, location), bio keywords, engagement rate and fake-follower checks.
• Or describe that creator in plain language, like "creators who review perfumes and compare scents", and Modash's AI creator search surfaces matching creators on the platform you're searching.

• Check who else they've posted for. @rishi_j7 posted for Creed, and for Parfums de Marly, Maison Francis Kurkdjian and Carolina Herrera too. Modash shows which brands a creator has already posted sponsored content for.

You can also find perfume influencers for free, for example by searching the hashtags your buyers follow.

3. Choose the deal type

The top perfume brands lean on gifting more than most. Le Labo labeled 28 of its last 50 posts as gifted and Diptyque 23. Creed and Dossier went the other way, with 39 and 32 disclosed as paid partnerships.

• Gifting works for new releases fragrance fans want to smell first, like Le Labo's Violette 30.
• Paid posts suit launches and gifting season, when a post has to land on a set date.
• Affiliate works for fragrance reviewers whose followers come back for every new scent.
• Ambassador deals suit a face for a whole collection, like Madelyn Cline for Dossier's Vanilla Expressions.

Commission-only is getting harder to sell, though. Over 23% of marketers in our survey said creators would take performance pay only if a flat fee came with it. If you run tiers, the average commission tiers in our affiliate research were 10%, 14% and 19%, and brands with more than one tier had more active affiliates.

4. Brief the content formats that work in perfume

The captions from the top perfume brands point to three formats that carry most of their creator content:

• Scent descriptions. Jo Malone London's creators compare Sea Salt & Bergamot to a beach day or a summer memory. Ask creators to describe the scent in their own words, with one place or moment it brings back.
• Outfit posts. Le Labo's and Creed's creators list the scent next to the outfit, as the last thing they put on. Ask creators to pair the scent with a look that matches its mood.
• Designer comparisons. Dossier's creators name the designer perfume each scent is inspired by. If you're the more affordable option, ask creators to say what you compare to.

Whatever the format, give creators the exact scent name, its main notes and one partner hashtag, like #jomalonelondonpartner or #dossierpartner.

5. Launch with tracked links and time-limited codes

Codes are rare among the top perfume brands: only 3 of the 250 posts include one, 2 of them Creed posts for Cult Beauty. Captions send followers to stores instead, and Jo Malone London names Sephora in 10.

Codes also leak. In our affiliate marketing research, 47.6% of marketers said they struggle with code poaching, where a creator's code ends up on coupon sites.

• Give every creator a tracked link for everyday posts, and add a code only for launches and sales.
• Put an end date in the caption so followers know the offer won't last.
• If creators use "comment for the link", make sure the link they send by DM is their tracked link.

In Modash, each creator gets a tracked link and a code tied to your Shopify data, so sales from DMs, bios and stories all count toward the right person. Commission is calculated on net revenue after refunds and returns.

6. Rebook your best creators

The top perfume brands rarely rebook: only 21 of their 216 creators posted more than once, with Dossier's two repeat creators the main exception. That's a missed chance in fragrance, where a creator who keeps wearing the same scent shows followers it's a signature, not a one-off.

Most marketers want to do more of this. In our influencer marketing trends survey, over 60% said they plan to invest more in long-term partnerships, but only 54% actually ran more of them last year.

• Start new creators on a single post, then offer a longer deal to the ones who hit your metric from step 1.
• Use revenue per creator, not likes, to decide who gets rebooked. Modash's campaign dashboard shows revenue, orders and ROAS for each creator.
• Give rebooked creators something new each time, like a new scent, a seasonal limited edition or a gift set, so their posts don't repeat.

Where perfume creator programs go wrong

The top brands avoid a few mistakes that trip up smaller programs:

• Letting creators say "it smells amazing" and stop there. Followers can't smell the post, so a vague compliment tells them nothing. Ask creators to name the main notes and compare the scent to something familiar, like a beach day or a perfume they already own.
• Offering commission-only deals to established creators. In our survey, 63% of marketers said influencers were open to becoming affiliates in 2024. In 2025 that fell to 26%. When you reach out to established creators, offer a flat fee plus commission rather than commission alone.
• Running the affiliate program on autopilot. In our affiliate research, marketers who were "very involved" with their affiliates had 71.5% of them active. "Very hands-off" marketers had 10%. Affiliates post when you give them a reason to, so check in every month with something new to share. For perfume, that could be a new scent, a seasonal limited edition, or a gift set.
• Sending affiliates old product. 93% of marketers gift products to affiliates, but almost 30% don't refresh them when something new launches. Send every new scent to your creators before launch day, so they have worn it for a few days before they post.
• Calling a dupe the real thing. Saying a scent "is" a designer perfume, or using the designer's name in a way that suggests a link, can break trademark and comparative advertising rules. Brief creators to say "inspired by" and never imply the designer made it.

FAQ

How much does perfume influencer marketing cost?

It depends on platform, following and engagement. Micro-influencers often work for free product plus a fee in the low hundreds per post, or an affiliate commission. Larger creators charge more. Many brands start with gifting plus commission to test fit before committing to flat fees. To estimate what a specific creator is likely to charge, drop their handle into our free Instagram influencer pricing calculator.

Which platform is best for perfume influencer marketing?

Instagram carries most perfume creator work, and every sponsored post we analyzed for the five most-searched perfume brands ran there. TikTok is worth testing too: in our survey, marketers rated TikTok videos the highest-performing deliverable (53.2%).

Which perfume brands use influencer marketing?

Creed, Diptyque, Le Labo, Dossier and Jo Malone London are the most-searched perfume brands in the US, and all of them run active creator programs. See the breakdown above for who each one works with.

Should perfume brands work with micro or macro influencers?

It depends on your goal. A launch chasing awareness leans bigger, a conversion play leans smaller and more trusted. In the perfume posts we analyzed, creators under 50k followers got about four times the likes relative to their audience size, so most brands should build their base with micro-influencers (10k–50k followers) and add bigger names for launches.

How do I measure perfume influencer marketing?

Track sales per creator with unique links and codes, then compare revenue against what you paid (fees, product and commission). Our engagement rate calculator and fake follower checker help you vet creators before you spend, and our guide to influencer marketing ROI covers the full calculation.

Start your perfume creator program

Find creators, manage relationships, pay them in 180+ countries and 36 currencies, and track every sale through Shopify – all in one place, with no fees taken out of creators' pay. Try Modash free, no credit card required – or browse the top perfume influencers to see who's already out there.