From Chanel to Kayali, beauty brands at every price point are eschewing ‘signature scent’ marketing in favour of creating a wardrobe of perfume options. A fragrance tradition in the Middle East, perfume layering has caught on in the US over the past three years thanks to TikTok influencers. Gen Z is not interested in the idea of a "signature scent," instead preferring to amass fragrance collections and create unique combinations. Brands have adapted to this shift in the market with layering