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Carla Seipp

@carlaseipp

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Fragrance & beauty writer. Product development strategist. Squish-faced dogs and chunky animals enthusiast.
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The joy of coming home to Fort Greene can’t be captured in a single post, but I did my best to paint a picture in my latest newsletter 🍃 Here are a few spring/summer highlights in my favorite neighborhood with some of my favorite people.
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What. A. Night. ✨ Our Sensual Muse launch celebration was everything we hoped for and more. Seeing so many of you come together to celebrate, connect, and experience the fragrance in person was truly unforgettable. To our friends, creators, partners, and every guest who spent the evening with us, thank you for making it so special. Your support means the world to our team. This is just the beginning. We already can’t wait for the next one... stay tuned. 💋 📷 Photography by @reginaflemingphotography
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“With AI, how is this all going to evolve in the next 5-10 years?” A hot topic and one of the illuminating questions asked to our Founder & Perfumer, Matthew (“Matteo”) J. Sánchez, during World Perfumery Congress 2026 hosted by the @americansocietyofperfumers as part of the AI Fragrance Panel: “AI Meets Artistry: The Future of Fragrance Innovation” 🌞 Matteo’s forward-thinking prediction is AI’s role in fine fragrance, personal care, home fragrance, and wellness, will create a shift in which projects receive—or require—human attention, touch, artistry 🫳 Namely, AI will be delegated to mass-market, larger scale projects. Think of assignments and briefs that are for all intents-and-purposes simpler or more direct in effort and scale. Example mentioned: executing a new cherry accord for a mass (or “masstige”) body lotion or candle 🕯️🧴 Conversely, “high artistry fragrance”—ones that are more nuanced, complex, exploratory, and narrative-driven—bodies of work will be delegated to perfumers 🎨💡🗺️ “Perfumers get to do ✨more fun stuff✨ so to speak. More of the creative projects we came into the industry to do”, Matteo implies positively At its core the human element is essential to the emotion, storytelling, and wild artistic direction for the art and science of what is called perfumery AI will be helpful to perfumery as it “frees up the [perfumer’s] bandwidth, capacity, brainpower” to tackle the more creative and robust projects. Where do you see AI evolving the industry in the next 5–10 years? @carlaseipp @matthewjsanchez #matteoparfums #fragrance #perfume #aiart #nichefragrance
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As an energetic follow-up to ScentFest SF, I spent yesterday afternoon signing books at an event at Fragrance Vault in Lake Tahoe, where founder and owner Jana Menard asked me to speak of my experience of the transformative power of perfume as I described it in my book, Bad Girls PerfumeTips and Tales. This is the story I shared: When I was 22, and had recently moved to Paris I wandered into a Guerlain boutique and something drew me like a magnet to Jicky, a fragrance I had never even heard of, ironically created as a men’s fragrance in 1889 and only later marketed for women. The instant I smelled Jicky, something in me cried out, ‘AHH. That’s me!’ There was no thinking. No reflection. And in this instant, my life was transformed. By a perfume. When I had walked into the shop, I was still a girl with all her potential, expectations, and longings. When I walked out of that shop, I was Jicky. I had found and become the woman I had dreamt of being. The woman who had called me so compellingly from across an ocean. The woman who had made me leave everything and jump empty-handed into a world of adventure and the unknown. My life was never the same again. Something about the way Jicky’s energy courses straight to my heart made me feel alive. It was OK to be me. Fine to be me. OMG! How thrilling it was to be me! Jicky spoke to me at a profoundly deep level. Not with words, but with the unique power of her fragrance notes. I felt her looking into places of my soul that even I could not see. She saw who I was. She got who I was. And in that moment of recognition and validation, she moved me. My uncertainties about whoever the hell I was, and whatever the hell this meant, were now exciting rather than frightening, energizing rather than depressing. And although she didn’t reveal everything at once, something about the way she looked at me from the corner of her eye opened my imagination—and my life—to entirely new worlds and possibilities. That summer, I’ll never forget. The summer Jicky introduced me to the transformational powers of fragrance. From Bad Girls Perfume: Tips and Tales BadGirlsPerfume #Jicky #Guerlain #FragranceTransformation #PerfumeLover
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Congratulations @scentfestsf @theperfumeguy on a spectacular inaugural show with 100+ global niche exhibitors Thank you to all the panelists for bringing such insight and knowledge to the stage! What a joy to put that together! Thank you @amouageofficial for sponsoring the Scent Sessions!
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BE THERE! HOW TO ENTER THE FRAGRANCE ECOSYSTEM: Stores, Producers, and the Questions Nobody Answers 📍 ScentFest SF Fort Mason, San Francisco 📅 Friday, June 26, 2026 ⏰ 12:30 PM–1:15 PM What does it really take to launch a serious niche fragrance brand? Beyond the creative vision lies a complex ecosystem of retailers, fragrance creation houses, manufacturers, distributors, and strategic decisions that can determine whether a brand succeeds—or never gets off the ground. We’ll discuss: • How emerging brands gain access to leading retailers in Europe and the United States • What actually happens behind the doors of fragrance creation houses • The realities of timing, investment, legitimacy, and readiness • The questions founders often don’t know to ask As moderator, I’ll be drawing on my experience navigating both the European and American fragrance ecosystems as an author, cultural journalist, and industry professional, bringing together the people best placed to illuminate this often-misunderstood journey. WHY THESE VOICES MATTER • Claude Gratianne — CEO of ZGO Perfumery, one of America’s most respected niche fragrance retailers, with firsthand insight into what retailers look for when evaluating new brands. • François Hénin — founder of Jovoy Paris and London, whose experience spans retail, brand-building, distribution, and the international growth of niche perfumery. • Jeanne Bichet — Fragrance Design Director at LUZI - composition house Zürich/Miami Whether you’re dreaming of launching a fragrance brand, or taking your first steps, this conversation will provide a candid look at how the fragrance ecosystem really works. #ScentFestSF #NicheFragrance #PerfumeIndustry #IndependentPerfume FragranceBusiness Perfumery SanFrancisco
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BE THERE! SELLING NICHE FRAGRANCE: TWO MARKETS, TWO LOGICS 📍 ScentFest SF Fort Mason, San Francisco 📅 Friday, June 26, 2026 ⏰ 11:30 AM–12:15 PM From the outside, the niche fragrance world looks unified: the same bottles, the same passion, the same social media conversations. But the commercial reality can be radically different depending on which side of the Atlantic you’re on. How do independent fragrance brands navigate the fundamental differences between selling in the United States, where the market is largely direct-to-consumer, and Europe, where wholesale and retail partnerships remain central to growth? As moderator, I’ll be drawing on my experience navigating both the European and American fragrance ecosystems as an author, cultural journalist, and industry professional, bringing together the people best placed to explore this fascinating and evolving divide. WHY THESE VOICES MATTER • Sarah Baker / Sarah Baker Perfumes — rooted in San Francisco culture, based in the UK, and operating across UK, European, and US markets every day. • Thomas De Monaco / Thomas De Monaco Parfums — representing a Swiss independent house, European by nature and structure, while building a presence in the US through a deliberately slow, non-flashy approach. • Jeff Miller / Free Yourself — bringing firsthand experience as a US brand, based first on American model while simultaneously integrating the realities of the European market. Together, we’ll explore what works, what doesn’t, and why success in one market doesn’t automatically translate to success in the other. #ScentFestSF #NicheFragrance #PerfumeIndustry #IndependentPerfume #FragranceBusiness Perfumery SanFrancisco
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Packing my bag and heading to ScentFest SF! ✈️🧳🌉 Looking forward to seeing old friends, meeting new ones, and sharing a few fragrant adventures along the way. See you in San Francisco! xxx Sarah #ScentFestSF #PerfumeCommunity #NicheFragrance #PerfumePeople
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💥🥊🥊🥊🥊🥊Disaster-Proofing Your Perfume Brand. Earlier this month at Esxence 2026, I had the pleasure of hosting a panel entitled Disaster Proofing Your Perfume Brand. Together, our panel explored SERIOUS challenges that are universal to fragrance brands, reminding us that while each company’s story is unique, many of the questions we face are shared.The topics ranged from deeply personal questions—such as balancing creativity, leadership, and motherhood—to the everyday realities of potential disasters involving laboratories, scent-strip mishaps, logistics, and delivery systems. We also ventured into more esoteric territory: how the pursuit of perfection can threaten or even destroy the very beauty and soul we are trying to protect in a brand or fragrance. What struck me most was how universal these questions are. Whether large or small, every brand faces obstacles. Yet these shared challenges remind us of the strength, resilience, imagination, and generosity that exist within our niche fragrance community. What emerged was not a catalogue of disasters, but a conversation about resilience, adaptability, creativity, and community. These are the qualities that help brands navigate both the expected and the unexpected. Many thanks to my fellow panelists for their generosity, honesty, and insight. Pissara UMAVIJANI: Founder Creative Director -Dusita Mikael BOURGIGNON: Head of Marketing - Dusita Anne-Sophie BEHAGHEL: Co-founder and Perfumer - Flair Thomas DE MONACO: Founder Creative Director - Thomas De Monaco Parfums And to the amazing team at Esxence who manages all scheduling and technical aspects to ensure all the panels take place in good order. Valentina Cagnola, Alessia Branduardi, Claudia, and the rest... @parfumsdusita @ploiuma @ansobehaghel @flair.paris @thomasdemonaco @valentina.cagnola @equipmilano @esxence You can watch this panel, along with all the Esxence conference discussions, on the Esxence YouTube channel: https://www.youtube.com/user/ESXENCEcom #Esxence2026 #PerfumeIndustry #NicheFragrance #FragranceCommunity
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A sneak peek at the ScentFestSF Speakers Program—and yes, you’ll find me in it. On Friday, June 26, I’ll be moderating two discussions exploring the business, creativity, and realities of today’s niche fragrance world. ✨ Selling Niche Fragrance: Two Markets, Two Logics ✨ How to Enter the Fragrance Ecosystem: Stores, Producers, and the Questions Nobody Answers Great speakers, great questions, and a few answers nobody else is giving. Come curious. @thomasdemonaco @sarahcolton_official @badgirlsperfume_official @houseofsarahbaker @freeyourselfandflourish @zgosanfrancisco @jovoyparis @francoisheninjovoy @bluejane22 @luzi.official @scent_festival @theperfumeguy @eaudeyosh #ScentFestSF #NicheFragrance #PerfumeIndustry #FragranceCommunity #PerfumePeople
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Interview Carla Seipp - editor at BeautyMatter and freelance beauty & fragrance journalist Read via linkinbio 📷 Fin de soirée, petit matin ou encore les deux, 2024 - Olympus Trip AF 50 #fragrance #perfume #carlaseipp
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💫💫💫💫💫Last night at the Alhambra, near Canal Saint-Martin, I witnessed something unforgettable… A Bad Girl emerging from the shadows. LUSAINT — first concert, first European tour—and already carrying that rare electricity. Think Amy Winehouse depth and rhythm, but with her own bright, rising, joy-filled energy. “SWEET TOOTH” is my favorite 💛 But what made the night magic was her innocence. Between songs, she was glowing—so happy, so real. Told us she might cry… asked if she could take a selfie with us. Of course we said YES. 🫶🫶🫶🫶🫶 This is how it begins. A voice. A presence. A woman stepping fully into herself—unapologetically. A fellow Bad Girl, rising. 🙌🫶🎶✨ #LUSAINT #BadGirlsEnergy #RisingStar #ParisNights #LiveMusicParis AlhambraParis CanalSaintMartin ConcertVibes WomenInMusic SingerSongwriter FirstTour MusicDiscovery SoulfulMusic SweetTooth AmyWinehouseVibes IndieMusic LivePerformance MusicLovers MagicalMoments UnforgettableNight MusicMagic ParisLife ArtAndSoul FeelGoodMusic JoyfulEnergy InTheMoment NightOutParis DiscoveredLive
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