As more fragrance brands experiment with refill programs, customization, and immersive experiences, Daydreams stands out not just for its totally unique modular components, but also because it’s the most fun you’ll have with what is otherwise a fairly banal perfume selection and application process. “It was really the same thing with the bags and the shoes,” Ignatova explains of the inception of the brand’s first foray into beauty, which has been in the works for three years. “First of all, we are lovers of perfume and the amazing, poetic journey it allows you to be a part of. But also we saw a gap in the market for perfumes that can become a part of your everyday life outside of your home.” The goal, she continues, was for the Daydream collection to be the first wearable and buildable perfume where every customer is part of the creation.
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