Black Women Are Showing Up Unapologetically in the Fragrance Space—This Brand Is at the Forefront
As a Brown consumer, I've noticed far too often how white-dominant the fragrance space is. While we've traditionally thought of European fragrance houses as the standard, this year alone, I've discovered so many incredible Black-owned and operated fine fragrance brands that are setting a new standard. One where Black and Brown women are at the forefront of creating luxurious, high-quality scents that rival the houses we've come to know and love.
A recent brand discovery I can't get enough of is Forvr Mood. Co-owned and operated by Jackie Asamoah (formerly Aina), an OG beauty influencer I've loved and followed for years. Asamoah built Forvr Mood around a deep love of self-care and a mood-elevating routine. She feels that fragrance is the way in for both. Initially, she was inspired to create her own brand due to the frustration of having hyperhidrosis as a child. "I got into wearing perfume at the early age of nine years old," she tells us. "At the time, it was the only way I could think of to manage sweating a lot. As I grew into adulthood, I realized most fragrance brands were either really high-end and masculine, or kitschy or cheap-looking, and there was no in-between. Fragrance was an extremely serious and stuffy business. Most consumers were intimidated by walking up to a perfume counter in a mall or a shopping store because, sometimes, they don’t even know where to start. I wanted to change that. I also wanted a brand that spoke to someone who looked like me: Black women are obsessed with smelling good, but are hardly at the forefront of fragrance campaigns, marketing, and conversations about scent in general. So that is what birthed Forvr Mood. It's a brand where the products look visually beautiful, speak to grown women, and an overall brand that still feels attainable, both from how we speak about fragrance in general, but also the price point."
Each scent tells a story and there's truly one to suit each mood or hat you'd like to wear that day. Asamoah gave us the inside scoop on what went into each of the brand's fine fragrances and I'm sharing all the deets on my top picks below.
Key notes: Spiced rum, vanilla, tobacco flower, tonka bean
I tend to go for gourmands and warm florals because those notes smell best on me and, luckily, this fragrance is right up that alley. While it's labeled as more of a spicy and woody fragrance, on me, it smells warm, sweet, and rich. It's my favorite of the bunch and strikes the perfect balance between floral and slightly boozy (you can thank the notes of spiced rum for that). It feels like the perfect scent to wear to a nice dinner or on a date—it's inviting and has really nice projection and longevity.
Asamoah says this is the scent for folks who don't want to smell like everyone else. "[It's] the most bossy of the collection. 'Girl walks into a bar' vibes and always reminds me of fall," she shares.
Key notes: Pistachio, pomegranate, Turkish rose, vanilla musk, suede, amber
I love any scent with pistachio in it by default so I knew this one was also going to be a favorite. Pistachio smells downright gorgeous with the notes of suede, amber, and vanilla musk. I know some people get a bit worried when they see rose as a note because it can lean a little too far into grandma territory, but that's definitely not the case here. Besides NDA, this was my favorite of the brand's offerings. There's so much going on, but all the notes blend so beautifully together.
This is the brand's newest offering and Asamoah describes as a "cool girl in a bottle scent." I have to agree. "Pistachio is one of my favorite fragrance notes, and our spin on it with She Was Here is rosy, salty, milky, and woody," she says. "It lingers when you leave the room and it reminds me of all the times I tested it before it had an actual name, how people would come looking for me when I was walking around stores, events, etc. being like, 'What are you wearing, that smells insane,' as if they automatically knew it was me wearing it without having actually seen me."
Key notes: Red velvet, raspberry, pear, vanilla bean, oud
Oud is one of my favorite woody notes because it adds a velvety quality to a fragrance that makes it so sophisticated. But, it can be tricky to get right and needs to be paired with the right notes. The composition of this one works beautifully. Oud blends really nicely with notes like vanilla bean and juicier notes of pear. The interesting thing about all of these fragrances is that they smell a bit different when you first give them a spritz, but once you let them dry down for five or so minutes, the magic really happens. I let this one dry down for five minutes and the notes of red velvet, oud, vanilla, and rose really stood out. While it's labeled as a gourmand scent, I would say this leans a little more woody with gourmand undertones. The pear adds a bit of unexpected juiciness that I also love.
Asamoah says that this is the juice that started it all. "[It's] our hero scent and the first one I fell in love with when we started this journey. I Am Her is somewhat of a personal mantra and a scent that embodies all of the things I love the most about my own personality. It smells like someone you either want to be around or be yourself, in the best way possible. This is a very safe blind buy and a scent I would describe as approachable. It starts as a fruity floral and dries down to the most beautiful dense red velvet cake accord. It sneaks up on each wearer for sure!"
Key notes: Apricot skin, Italian mandarin, orange blossom, jasmine, vanilla orchid, musk
When I first gave this one a a spritz, I honestly wasn't sure if I was going to like it, but it completely transformed on the dry down. It has a musky and fruity quality to it that's bold with a softer undertone. It's hard to describe, but the top notes of apricot and mandarin really stand out to me. The muskier base is what ties it all together. I like a nice balance when it comes to my fragrances and this one really has all the elements going for it—a little bit fruity, floral, and musky.
In fact, Asamoah says this fragrance reminds her of her wedding day because both her and her husband wore it for the occasion. "It’s the perfume for people who don’t necessarily want to smell like literal perfume, but still want to smell pleasant," she says. "It’s supposed to smell like someone, or something, or a memory as opposed to a specific note, hence its name. The apricot skin, orange flower, and musk notes really make it blend beautifully into the body chemistry so you get a clean, warm, 'second skin' when wearing it."
Key notes: Lemon blossoms, citrus, jasmine, wild freesia, whipped vanilla
Tis fragrance is almost sugary sweet, but it never overly so if that makes sense. Floral-heavy fragrances can sometimes be a little too much for me, but the addition of whipped vanilla here just gives it a delicious gourmand quality that I really love. Asamoah describes this as the antithesis of I Am Her. "It’s the girl next door who isn’t accessible at all, and you can’t sit next to her," she explains. "Hard To Get is so sweet that I wanted this to speak to the consumer who has zero desire to wear something commercially appealing. Ironically, this one is slowly becoming a cult favorite! I describe it as a lemon pound cake dessert: The notes are citron zest, jasmine, and whipped vanilla. To me, Hard To Get reminds me of someone who is unapologetically themselves and isn’t shy about leaning into it."
More Mood-Boosting Fragrances I Love
Key notes: Amber, white musk, santal
I'm obsessed with Josie Maran products in general, but these new body mists take the cake. Golden Hour is so light, fresh, and warm. It's all natural fragrance and is just as good as the body butter of the same name.
Key notes: Tangerine water, sweet apple, lemon blossom
This body mist is one of my most-worn and reminds me of my favorite scent from By Rosie Jane, Missy Eau de Parfum ($80). This is great to buy if you're on a budget, but would love something light, fresh, and fruity,
Shawna Hudson is a beauty, wellness, lifestyle, and travel writer with over 10 years of experience. She graduated from California State University, Fullerton, with a degree in journalism and has written for other publications such as Bustle, The Zoe Report, Byrdie, Elite Daily, and more. She is currently a beauty writer atBest Knockoff Luxury Clothing and hopes to continue feeding her (completely out-of-control) beauty obsession as long as she can. Stay up to date on her latest finds on Instagram @shawnasimonee.
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