Snif

United States

Playful, genderless, lower-priced American perfumes first sold on a home trial, now known for food scents such as Crumb Couture, a croissant perfume.

Bryan Edwards and Phil Riportella, who came from consulting and finance, launched Snif in October 2020 with three scents to try at home before paying. Ulta Beauty has stocked it across the United States since 2024, and it expected $40 million in sales in 2025.

Owned by

Privately held and led by its co-founder Bryan Edwards, with venture investors, VMG Partners and Maveron among them; no public filing read gives the shares. Checked October 2026.

Where this comes from

The sentence · snif.co · beautyindependent.comThe story · glossy.co · web.archive.org · beautyindependent.comOwned by · beautyindependent.com · snif.coThe perfumes that made it · glossy.co · hypebae.com · snif.co

1 of the 33 perfumes its own site lists is here.

Here

Find in this list

1 perfume · the best known first

Me2025 · Eau de ToilettePeach skin and plum over orris, settling into white moss, musk and sandalwood.

Its perfumers here: Ugo Charron.