Aimed at younger male consumers seeking personal scent experiences outside typical cologne conventions, Snif’s Notewrks debut line, available starting December 4, introduces three SKUs designed to reflect the preferences and aesthetics of Gen Z and Gen Alpha shoppers through a music-inspired creative lens.
Bridging the gap between legacy cologne and niche perfumery
“When evaluating the cologne category, we felt that the positioning of major brands—from the pricing to the campaigns—was out of touch for the modern man,” Bryan Edwards, co-founder at Snif told CosmeticsDesign.
Edwards said Notewrks was designed to address a gap in the market where traditional colognes lean on rigid masculine tropes while niche fragrances can feel intimidating or inaccessible. The goal, he explained, was to offer something “playful, approachable, and personal” for a new generation of fragrance users.
Fragrance meets music in scent formulation
The three inaugural scents, Clean Getaway, Sunny is a Feeling, and Room for Dessert, draw inspiration from musical genres and imagined personas, translating sound, memory, and mood into olfactory structure.
“Similar to scent, music is symbolic of personal taste, style, and personality,” Edwards said. “We crafted three genres to inspire our scents, capturing the moods and feelings evoked when you listen to your favorite playlist.”
For Clean Getaway, the formulation features “easy-going musks with vintage clean laundry facets and a little bit of rice for that ‘close to skin’ essence,” he said, aiming to create “clean confidence—like a natural extension of yourself, just better.”
Describing Sunny is a Feeling, Edwards said the scent was developed for someone “who always has incredible style” and “beats to the sound of their own drum.” Fruity notes commonly used in feminine scents were balanced with tonka and cedarwood for warmth and depth.
Room for Dessert is built around a blend of charismatic vanilla, red fruit, and amber. “There’s something intimate about sharing dessert on a date and we captured those aspects in this fragrance,” Edwards said. “It’s a combo that’s pure addiction.”
Snif formulates all its fragrances, including Notewrks, to clean industry standards. The brand uses vegan, cruelty-free, and ethically sourced ingredients and shares full transparency about its supply chain and formulations online.
“High-quality, clean formulas are a standard across every Snif product,” Edwards said. “We shine a light onto the entire process so you can confidently, and safely, smell amazing.”
Early traction and strategic growth outlook
The company leveraged existing vendor and manufacturer partnerships from its core line to bring Notewrks to market efficiently. While fragrance launches can face supply constraints due to ingredient availability, Edwards said Snif proactively manages its sourcing timelines.
“We work closely with our perfumers to ensure we’re ordering ingredients well in advance to maintain our timelines,” he said.
The Notewrks launch arrives as the global fragrance market sees rising demand among younger consumers. Internally, Snif is tracking waitlist sign-ups, gross sales growth, repeat purchase rate, and digital campaign metrics to assess brand momentum.
Edwards noted that Notewrks is already showing strong early performance, with indicators such as return rate and paid ad efficiency performing above benchmarks.
Looking ahead, the company plans to expand both its category offerings and retail footprint. Notewrks will continue to play a strategic role in that growth.
“We’re continuing to release new scents across our portfolio of sub-brands, including Notewrks,” Edwards said. “We’re also investing heavily to build brand awareness with the male consumer.”
