Over the past few years, Charli D’Amelio has become a household name, attracting 146 million TikTok followers and counting, joining her own reality TV show on Hulu and becoming a mogul in the beauty industry. In 2020, the TikTok star and her sister Dixie D’Amelio become faces of the Morphe’s GenZ Focused Makeup Line Morphe 2. In the same year, the duo of sisters launched a line of nail polish with Orosa beauty. You can also find a variety of ‘get ready with me’ and ‘my favorites’-style beauty vids on her social channels. But fragrance is a new frontier for D’Amelio.
In a recent phone call, the 18-year-old said that she had never had characteristic fragrance, but always jealous when her mom and dad will smell their scent before going out for the night. Now, she has created one of her own, with Born to dreamavailable at Ulta.
The process of creating the scent took two years. D’Amelio said she flew to the south of France to meet with experts and test out a range of scent blends before landing on what is now Born Dreamer. “For me, fragrance is something that I increasingly love and learn about. It is an amazing thing to hear how it works and how well developed a perfume is,” says D’Amelio.
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Born Dreamer includes top notes of fruity notes and base notes of leather musk so that the fragrance is amplified differently with each type. User’s natural fragrance. “It is personal to each and every person,” explains D’Amelio. She describes the fragrance as a scent that cleanses and boosts confidence. When asked what TikTok would sound like, she explained that it would be one of the sounds added to the background of the “simpler, clearer video aesthetic”. “I just think that kind of goes hand in hand with the fragrance.”
One of D’Amelio’s goals when it comes to scent creation is to inspire people to achieve their goals and achieve their dreams. For the original ad, D’Amelio created a TikTok that users could stitch and film themselves, inviting them to share their dreams. She picked several social media campaign leads for the fragrance’s launch, including a makeup content creator. Melz Morales and model Lori Ann.
“I could have recruited people who are professional models or people who do campaign shoots,” says D’Amelio. “But for me, I wanted it to be a little different. I’d love to hear from people who don’t do this for a living, their real thoughts… I think I was able to develop a little more relationship with fragrance by hearing what they think about it. “D’ Amelio hopes to continue to explore new scents and perhaps expand the Born Dreamer collection.
Emily Burns is assistant beauty editor at ELLE Magazine. When she’s not writing, she’s probably drinking an Aperol spritz and cuddling with her cat on Wednesdays… or plotting a date with Pete Davidson.