Fragrance is no longer just a luxury — it’s becoming a daily ritual.

In this episode of Ecommerce on Tap, Aaron Alpeter sits down with 5 SENS founder Divya Gugnani to break down the massive shift happening in the fragrance industry.

They cover:

1. Why fragrance is the fastest-growing beauty category
2. The rise of “fragrance wardrobes” vs signature scents
3. What most founders get wrong about clean beauty
4. How to build a brand that actually has repeat purchase
5. The real playbook behind building a business worth buying

If you're building in beauty, DTC, or consumer brands — this is a must-watch.