Quick Facts
- Mikayla Nogueira’s debut fragrance ‘Only Sunshine’ with Snif sold out immediately and is now available for pre-order
- The collaboration leverages her 17 million TikTok followers and comes as US perfume sales rose 12% to $9.5 billion in 2024
- Critics compare the tropical scent to air fresheners, but the sell-out demonstrates influencer power over fragrance discovery
Beauty influencer Mikayla Nogueira launched her first fragrance collaboration with indie brand Snif this week. The tropical scent ‘Only Sunshine’ sold out immediately and moved to pre-order status with expected shipping in four weeks.
The fragrance features mango and papaya wrapped with orange blossom, sea breeze accord, amber and musk. Nogueira spent nearly a year developing the scent with Snif, targeting her 17 million TikTok followers in an oversaturated fragrance market.
Nogueira has built massive influence in five years, earning spots on Forbes’ ’30 Under 30′ in 2024 and Time’s 100 Most Influential Creators in 2025. She ranks third among US makeup influencers and 11th globally, with 3.9 million average Instagram video views.
The collaboration enters a booming market. US perfume sales jumped 12% to $9.5 billion last year according to Circana. Fragrance emerged as a standout category in 2024 amid broader beauty industry slowdowns.
However, the scent sparked controversy within fragrance communities. Critics said it smells like ‘Glade Hawaiian Breeze air freshener’ and described it as ‘generic’ with ‘synthetic fruity accords.’ Supporters called it suitable for everyday wear with lighter, powdery notes.
‘This takes you on a journey,’ Nogueira said on social media. ‘When you first spray it, you get that sweetness, that candy-like essence. As it dries down, you’re getting more of that sea breeze accord, more of the amber, the musk, the orange blossom.’
The launch reflects broader shifts in fragrance discovery. TikTok’s FragranceTok has over 278 million posts, driving new consumer behavior where shoppers buy scents without testing based on influencer recommendations.
Industry expert Funmi Monet said fragrance feels more approachable now. ‘A lot of people don’t know how to even pronounce a lot of the prestige brand names,’ she noted, explaining the appeal of influencer-backed launches.
The immediate sell-out suggests commercial success despite mixed reviews, highlighting the gap between traditional fragrance experts and mainstream social media consumers. This dynamic positions influencer collaborations as key growth drivers in the expanding US fragrance market.
Read more: Can Mikayla Nogueira Sell Fragrance, Too?
