Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Would You Buy Perfume Without Knowing What It Is?

At Perfumariē, you shop for fragrance with a blind smell test.

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Buying a fragrance can be as much about branding and packaging as it is about smell. So Perfumariē, a fragrance shop in New York City, takes all that out of the equation to focus solely on scent.

Dozens of fragrances are presented in unmarked clay containers, and customers are invited to sniff and explore. “In the beginning, they’re very intimidated,” says founder and CEO Mindy Yang, “because they’re not used to speaking or writing or describing what they smell.” It can be tough to describe a scent and, without packaging, even harder to know what you like.

But after smelling all your options, you can test them on your skin and pick the one you like the best. Only later, in a “reveal party,” will you find out what fragrance you actually chose.

Follow Racked on YouTube for more videos | Like Racked on Facebook to never miss a video