iStock.com/Marina Moskalyuk
FRAGRANCE
Bake by Akro
LYING THROUGH
your nose A well-chosen fragrance can create the illusion of a life you don’t live, according to Ethan Archer, perfume aficionado and National Training Manager at Agence de Parfum.
60| RETAIL BEAUTY SPRING 2025
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If baking is your therapy, then Bake by Akro— with its warm, pastry-shop sweetness— makes perfect sense.
ragrance can be our most intimate – and most misleading – accessory. Your scent says a lot about you—where you’ve been, who you’ve spent time with, what kind of life you live. But have you ever thought about how easily it can lie? We wash our clothes and ourselves to achieve a base layer of nothingness on which to add a fragrance. It’s a reset—a clean slate. But we often miss the finer details: scented whispers carried on jacket cuffs, on fingers, in hair. These are the unintentional truths we carry with us. The traces of a life lived that linger, no matter how many times we scrub or spray.