The Fragrance Foundation

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A digital platform for dialogue about fragrance, and the way that it relates to community and culture.

THE INSIDE SCOOP: LINDA G. LEVY

A creative vision five years in the making became a reality on March 21st, as the first ever TFF Fragrance Gallery & Pop-Up Shop debuted on Fragrance Day. TFF’s Pop-Up was the heart and soul of the five-day fragrance promotion (March 18-23) along Madison from 57th to 86th Streets, with fragrance boutiques celebrating inside of their stores and spilling out onto the sidewalk with special events and activations. Please enjoy the great stories captured by beauty editor Jamie Wilson as she covered our Pop-Up, round-the-clock. Photography & Videos inside!

SPOTLIGHT: FRAGRANCE DAY POP-UP GALLERY & SHOP

What scent are you wearing? It was the million dollar question that echoed up and down Madison Avenue as the festivities for the first-ever Fragrance Week on Madison Avenue kicked off encompassing the celebration of Fragrance Day™ 2025 on March 21. A partnership between The Fragrance Foundation and the Madison Avenue Business Improvement District (B.I.D.), Fragrance Week on Madison Avenue which took place from March 18 to March 23 was about community in every sense, and everyone was invited to stop in and experience the wonderful world of fragrance.

SCENTS & SENSIBILITY: FRAGRANCE & FASHION CONVERSATIONS

Not many can say they were a part of a conversation with fashion leaders turned fragrance aficionados Vera Wang, Anna Sui and Francisco Costa. Yet, that was the experience for late morning attendees to the first ever TFF Gallery and Pop-Up Shop on 924 Madison Avenue to kick off Fragrance Day 2025.

WHAT THE NOSE KNOWS: SCENT, SONG AND STORYTELLING

If brand founders are the restaurant and a fragrance is the meal then perfumers are the chefs expertly crafting a product for the masses to devour. Days two and three of The Fragrance Foundation Gallery and Pop-Up Shop each showcased a panel anchored by perfumers, the people behind the scents. Attendees on Saturday, March 22 were treated to a discussion about the connection between fragrance and music led by IFF’s Pascal Gaurin while Sunday’s attendees were immersed in the importance of heritage and storytelling with Givaudan’s Rodrigo Flores-Roux.