Skin Anarchy Discovering Dossier: Turning Dupe Culture Into a Luxury Fragrance Movement
Oct 17, 2025
Sergio Tache, founder and CEO of Dossier, shares his inspiring journey from finance to creating a revolutionary fragrance brand that prioritizes accessibility and transparency. He discusses how Dossier redefines luxury by offering high-quality, cruelty-free perfumes without the hefty price tags. Sergio reveals insights on the evolving fragrance landscape, emphasizing the shift toward genderless scents and the importance of personal exploration. Additionally, he highlights Dossier's minimalist ethos and plans for future growth, including AI-driven recommendations for scent discovery.
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Democratizing Fragrance Enables Discovery
- Sergio built Dossier to make high-quality perfume affordable and enable scent discovery for everyday life.
- Customers value discovery and building a scent wardrobe more than just low price.
Customers Defy Founder Assumptions
- Early assumptions about customers can be wrong; Dossier learned value enables discovery, not the other way around.
- Men were more engaged than expected and customers proved highly knowledgeable about fragrance.
Prioritize Scent Over Fancy Packaging
- Focus spending on the liquid and craftsmanship instead of ornate packaging to keep prices fair.
- Use simple, elegant packaging while sourcing premium ingredients and French manufacturing.