Isn't That RICH?

If fragrance is invisible jewelry, how do you smell as if you're wearing diamonds, not cubic zirconia?

- APRIL LONG

What does it mean to smell like money? No, not the real stuff—salty, sweaty, old-papery—but like a person who exudes an aura of affluence (you know the type). If you're curious, TikTok has thoughts; How to Smell Expensive on #PerfumeTok has 35 million views and counting. "These perfumes scream wealth," says a well-coiffed brunette in a post with nearly 40,000 views. "I'm talking generational wealth and opulence" (Her recommendations include Louis Vuitton Les Sables Roses, "if you want to smell like oil money," and Jo Malone London Myrrh & Tonka Cologne Intense, which "gives Kate Middleton.") The suggestions range from inexpensive spritzes that smell high-quality (Zara fragrances get frequent shout-outs) to perfumes that would empty the bank accounts of most 99 percenters. But the goal is always the same: to smell, as an oft-used social media refrain so succinctly puts it, "like a rich bitch."

As to why this is happening now, Ashley Boyce, the co-founder of Noteworthy, a fragrance brand that uses a sophisticated algorithm and crowd-sourced data to help consumers find their signature scents, has a theory. "Self-expression is taking on new dimensions," she says. "And there are cues to your social status that will help boost your self-confidence." Consider it the fragrance equivalent of dressing for the job you want. "Fragrance is also a quick way to elevate your personal style," she says. "Only, unlike a designer bag, you can't see it. You must be close enough to somebody to smell their perfume. It becomes a reflection of a private, personal choice they've made."