Ecommerce On Tap

From Huda Beauty to Kayali: The $100M Fragrance Spinout

Prestige fragrance is one of the most structurally gated industries in consumer beauty. Four compounding houses control formulation. Retailers decide survival based on velocity per door. Most brands never break through.So how did Kayali — an influencer-born, Middle Eastern-positioned fragrance brand — scale globally through Sephora?In this episode of eCommerce on Tap, Aaron Alpeter and Nathan Resnick break down:• Why Middle Eastern fragrance historically struggled in North America• How Huda Beauty built the infrastructure first• Why Vanilla 28 became the hero SKU• The impact of TikTok and COVID on fragrance growth• Why Kayali spun out as an independent company• Who could eventually acquire Kayali (Puig? Estée Lauder? LVMH?)This episode explores cultural translation, retail strategy, portfolio logic, and the economics of prestige fragrance.If you’re building in beauty, CPG, or consumer — this is a masterclass in strategic positioning.

The Le Labo Playbook: How a $60M Fragrance Brand Redefined Beauty Acquisitions

Le Labo didn’t scale the way fragrance brands were supposed to — and that’s exactly why it worked.In this episode of Ecommerce On Tap, we break down how Le Labo rejected celebrity launches, mass distribution, and growth theater to build one of the most culturally defensible brands in modern beauty — and why its acquisition by Estée Lauder permanently changed how acquirers think about fragrance.We cover:Why “restraint” became Le Labo’s unfair advantageHow in-store compounding and ritual created real brand moatsWhat this deal taught acquirers about authenticity, taste, and long-term valueIf you care about brand, supply chain, or acquisition strategy, this episode is a masterclass.🎙 Ecommerce On Tap is brought to you by Izba and Sourcify.

Why “Signature Scents” Are Fading and What DedCool Got Right

Fragrance didn’t fail because people wanted fewer options.It failed because it forced certainty in a world that isn’t.In this episode of Ecommerce on Tap, Nathan Resnick and Aaron Alpeter break down how DedCool quietly rebuilt fragrance by questioning its most basic assumptions: gendered scents, signature bottles, and permanence.We explore:Why smell is learned, not universalHow fragrance became a social signal (not just a product)Why layering reduces risk instead of creating confusionHow DedCool grew from a solo founder with an Instagram page into a $25–30M scent platformWhat founders can learn from staying founder-led longer than feels comfortableThis is a deep dive into brand behavior, not trend-chasing, and a blueprint for founders building categories the rightway.🎧 Subscribe for weekly breakdowns of iconic DTC brands🧠 Brought to you by Sourcify & Izba

How Phlur Rebuilt Fragrance for the TikTok Era (And What Every Brand Can Learn)

Fragrance didn’t suddenly work online—it needed a new translator.For decades, fragrance was built around authority, aspiration, and department store counters. Then Phlur quietly broke the rules.In this episode of Ecommerce on Tap, we break down:Why fragrance failed early DTCHow Phlur’s founders built a credible but plateaued clean fragrance brandWhy selling “clean” wasn’t enough to scaleHow TikTok changed fragrance discoveryThe strategic reboot behind Phlur’s breakout product Missing PersonWhy Phlur’s supply chain, manufacturing strategy, and channel mix look nothing like legacy fragrance brandsWhat Phlur teaches operators about category reinvention, hero SKUs, and scaling without dilutionThis isn’t a hype story.It’s an operator case study on how culture, systems, and storytelling intersect to unlock growth.🎧 Listen if you’re a founder, operator, investor, or brand leader navigating:DTC vs retail tradeoffsRising CACsCategory saturationCultural relevance vs operational discipline

Everything You Need to Know About Launching and Scaling a Modern Fragrance Brand

Welcome to ECommerce On Tap, where Aaron and Nathan dive deep into the inner workings of the world’s most dynamic consumer categories. This season, they’re unraveling the mysteries of fragrance—from the basics of what constitutes a scent, to the rich history that took fragrance from ancient rituals to global luxury status. Whether you’re curious about the science behind a great perfume, the complexities of launching a fragrance brand, or the trends shaping the $50+ billion global market, this episode sets the stage for it all.Join our hosts as they cover how fragrances are made, who holds the power in the supply chain, the role of storytelling, and the regulations that shape what ends up in the bottle. With personal stories, industry insights, and a look at the cultural icons that changed everything—like Chanel No. 5—this is the essential introduction to a season filled with brand spotlights, founder journeys, and actionable takeaways for ecommerce entrepreneurs.So whether you’re a fragrance fanatic, a brand builder, or simply intrigued by what makes this industry so unique, tune in—ECommerce On Tap is about to make the world of scent come alive. Don’t forget to subscribe and stay with us for the full fragrance deep dive!