Is this new subscription service the ‘Netflix’ of perfume shopping?

26th November, 2018

Given the huge popularity of algorithm-driven subscription services like Netflix and Spotify, can this model effectively be applied to selecting scent? One Swedish company seem to think so. Sniph are a quirky new subscription service, which serves you up a medley of miniature perfumes 'Netflix style' according to your personal preferences.

And when you start to think about it, it makes sense. Splashing out on a niche scent can normally feel like Russian roulette - it might have smelled nice in the shop but becomes too heavy or cloying a few hours on the skin. Plus for many, the thought of going to a crowded department store, bombarded by marketing materials and eager sales assistants might not be the best way to find your perfect perfume.

Lisa Kjellqvist, Co- founder and CEO explains further, “It’s such a tricky thing to decide what you’re going to look at or listen to if you enter any kind of digital service, there’s so much to choose from. But you go on Netflix you have categorisations and customised playlists etc. So that’s really where we got the idea from.”

She continues, “We didn’t want to make a complicated quiz, ‘tell us what kind of notes you love’ etc. We don’t ask about fragrance families and weird formal categorisations that people don’t relate to – we speak more in everyday language (‘I like clean and fresh scents etc.’). You can also tell us about other scents that you love which can give our algorithms a better idea of what to send.”

It certainly takes the hassle and agonising out of deciding which perfume to buy – each month you get delivered a miniature 9ml trial bottle of a niche, indie scent - that might normally cost upwards of £100 (you can go on to buy the full size if you're really in love with it).

If you are Interested in signing up, visit

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About the author: Viola Levy

Freelance beauty editor Viola Levy has loved perfume since purchasing a treasured bottle of Impulse O2 aged 10 and later wearing Anaïs Anaïs to a friend's 13th birthday party. Formerly contributing beauty editor of Glass Magazine, her blog Scents and the City highlights her favourite fragrances and beloved London haunts.



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      • hednic | 27th November 2018 03:22

        For me, a fragrance subscription service would never happen.

      • Diamondflame | 29th November 2018 13:23

        Don’t really see how this could be an improvement on existing scent subscription services. It’s easy to throw around trendy words like ‘algorithms’ and ‘A.I.’

      • epapsiou | 29th November 2018 13:42

        No please no.

        That scentrunk service took my money and folded in the middle.

        And the stuff you got was cheaper at BN split forum.

      • xaml | 1st December 2018 10:16

        The link at the end leads nowhere if clicked on. And what is it with the negativity about this new offering? I would personally however prefer the more detailed categorisation instead of the simplified one, which to be implemented as an option assumably should be possible rather straightforwardly. The monthly price also seems a bit steep if viewed over a whole year. In regards to the filling quantity I was thinking whether it would be, I cannot stand this word but there you go, feasible to ship out miniature versions of the respective scents instead of a practical but at the same time a little bland sample cannula, which would probably require extensive cooperation but which might then also introduce and add an appeal as a collectible item.

      • ShortRibs | 12th December 2018 20:19

        This in no way seems like the "Netflix" of perfume shopping. With Netflix you get to choose what you watch/get delivered and there are suggestions if you want them, with this you have to shoehorn yourself into what seems like a pretty broad category and then they choose for you... no thanks.

      • Zizzy | 18th January 2019 15:32

        I really love this service.

        Also I am only subscribed for two month, so I can't say much yet about perfume selection that you get monthly.

        But what I find really cool is that all they have is niche, so no one else will smell like me. Plus you can buy almost everything they have as a decant, which is super handy. Some decants are also cheaper then full bottle prices if you compare price per ml. More than that you might want to have a little bit of a perfume for special rare occasions and whole bottle will be too much\too expensive so you just buy a decant from them and repurchase as necessary. Plus they have nice discounts and prices are market prices - i.e. MSRP. Since they sell niche perfumes, you wouldn't find them on discounts, at least I was unable to find those I bought from them, but you can use discounts and sniph points to bring price down.

        Also they charge your card on per monthly basis, not like some other services that want your money ahead of time for 6\12 month subscription. But you can buy gift card for 6\12 month subscription at a lower rate. And sometimes it's possible to find discount codes, I got one from black friday, 25% off on everything, which can bring price further down

      • surge | 27th January 2019 22:42

        I would love a subscription service, personally...I'm not sure what it would be like though.

        I honestly love the lucky scent sample packs, I didn't used to, but I've changed my mind recently on this...maybe something like that, every month or so...that's worth maybe $100 a year, or something along those lines. So that would be 8 bucks a month. Sounds reasonable to me. I don't really see anyone offering something like this though.