Part 1: Fake, Fame & Flacons – What Really Goes On in the Perfume World

The start of an honest fragrance series by PERFUME.GIO

Fake, Fame & Flacons – insider knowledge from PERFUME.GIO & 4D OUTFITTERS: an honest look behind the scenes of the fragrance world

Hello, I’m PERFUME.GIO – perfume lover and co-owner of the boutique 4D OUTFITTERS in Bregenz. I love fragrances – not just as products, but as an expression of personality, emotion and style. Yet the deeper I dive into this world, the clearer it becomes: not everything in the perfume business smells of truth. Between followers, flacons and fake news, the lines blur. And that is exactly why I’m speaking openly today – honestly, directly, with conviction.

Influencers: where there is light, there is shadow

Influencers can achieve great things. A good video, an honest impression – and suddenly hundreds of people discover a fragrance they would never have come across otherwise. Distributors tell me how important social media is for a brand’s success today. Customers tell us they only discovered niche fragrances through Instagram. And yes, when that happens authentically, I’m the first to applaud. But as so often: where there is light, there is shadow.

Behind the scenes: what really happens to testers

I’ve seen a lot – not only in our boutique in Bregenz, but also through conversations with colleagues, specialist retailers and brands. People spray into bottle caps until the label peels off. Freshly packaged stock is misused as a spray surface for Insta reels – and is unsellable afterwards. Testers get “sniffed” empty because ten fragrances are tried in two minutes.

What many people don’t know: testers cost money. You only get them above a certain order volume – or not at all. And if they get damaged, the loss is ours. The worst part: these scenes are then celebrated as a “fragrance experience” while our team tidies up in the background. For a more relaxed approach, read our boutique etiquette guide – and for how to apply perfume properly, my 10 tips.

“The best perfume of all time” – again?

You know them – the videos in which a fragrance is hailed as “the best perfume of all time”. Three days later there’s a new “favourite forever”. What many don’t know: some reviews are agreed in advance. Advertising isn’t always labelled as such, even though that is a legal requirement. Followers, likes and comments? Sometimes bought. Distributors tell me influencers have offered them “review guarantees”. Credibility suffers – and many people wonder why everything online sounds the same.

Advertising must be recognisable – that’s the law

Advertising must be clearly recognisable. That’s the law, not a suggestion. Whether with “ad”, “advertisement” or another clear notice – as soon as money or products change hands, it has to be disclosed openly. The reality? When the European Commission and national consumer authorities screened 572 influencers in 2024, around 97% were posting commercial content – but only about one in five consistently disclosed it as advertising. That undermines trust – not only in influencers, but in brands and retailers too. My position is clear: if you have nothing to hide, you have nothing to keep quiet about.

Distributors, fake shops and seconds

But it’s not only influencers who make life difficult. Some distributors behave as if they were the brand themselves – deciding who may sell what, threatening to stop deliveries and piling on pressure. And then there are certain online and social-media shops: seconds in original packaging, counterfeit perfumes, in the worst case even products that are harmful to health. And these sellers present themselves as the “modern alternative” to specialist retail? Really?

What honest boutiques stand for

We – the honest boutiques – offer advice, genuine testers, secure supply chains and above all: quality. We don’t offer fake prices. But we stand for real value. At 4D OUTFITTERS that means, very concretely: every fragrance you order comes with a sample of it, you can request up to four more free samples via the order note in your cart, shipping is free from €200, and you have a 14-day right of return.

Where I stand

I’m a retailer. And yes, I want to sell. But I want to do it right. With love. With respect. And with an attitude that can’t be bought. I share what excites me. I say what bothers me. I usually hold back when things get critical – but at some point it’s time to speak plainly. I order my fragrances exclusively from official brands or distributors. I carry them in our boutique in Bregenz and in our online shop – honestly, transparently, reliably.

When I talk about fragrances, it’s because I know them. Because I wear them. Because I understand them. Not because they’re viral.

I don’t want to manipulate anyone, push anything on anyone or take anyone for a fool. I want to show: you can be an influencer without selling out. You can love fragrances without sugar-coating everything. You can delight customers without pretending. By the way, how a single influencer turned the fragrance world upside down is told in our portrait of Jeremy Fragrance.

The fragrance world is magical. But it is also fragile. And that is exactly why it needs honest voices. Open eyes. And people with conviction.

My wish for you: question what you see. Buy consciously. And celebrate not only the fragrance – but also the values behind it.

Stay tuned – the series continues.

Yours, PERFUME.GIO