If 2025 taught us anything, it’s that the best scents linger long after the moment has passed. They’re capable of summoning memory, shaping emotion, and transforming a single moment into something unforgettable. Even more, the best scents move with us: through culture, through memory, through moments. And this year, Dossier moved faster and further than ever before.
From iconic launches and creative collaborations to new boutique openings, global milestones, and major industry recognition, 2025 became our most expansive chapter yet. It was a year built drop by drop, spritz by spritz, and moment by moment—one that proved growth can be felt as much as it’s measured. (And yes, there was a lot to measure)
2025 By The Numbers
By the numbers, 2025 was big: 18 drops; 39 new products spanning 16 Originals, 15 Impressions (including our new supersized 100ml bottles), and 8 sets; 19 shoots; and 100+ pieces of content created along the way. Our community grew, too, reaching 700k+ followers on Instagram and 400k+ on TikTok, as scent continued to spark conversation and recognition far beyond the bottle.
We kicked off the year by leaning into seasonality and chemistry. Q1 opened with the Seasons Collection, pairing Winter Kiss and Spring Fling to capture the in-between moments when one mood melts into the next and let wearers revisit the most memorable scent-sations of any season.
Valentine’s followed with Duo Sets like Mutual Chemistry and Better Together, celebrating connection in all its forms. After thousands of requests rolled in, we revealed Ambery Rose and Gourmand Vanilla, two new Impressions to round out the quarter, reworking familiar notes into something more modern, textured, and irresistible.
Meanwhile, spring ushered in a new kind of play. Q2 brought the Color Factory Collection, 6 scents designed to feel expressive, joyful, and unapologetically bold. The From the Heart Set leaned into gifting with intention, while new Impressions like Fruity Violet and Ambery Neroli, as well as Icons like Call Me Vanilla and Blooming For You, quickly earned their place as cult-favorites. It was a quarter defined by confidence and proof that accessibility and creativity can coexist beautifully.
A Year That Made Perfect Scents
Q3 marked the introduction of It Factor—a philosophy and product moment rooted in individuality, magnetism, and self-expression. With it came the Faces of Dossier, spotlighting creators like Landon Baker, Yesly, Golloria, and Kennedy, each bringing their own perspective on what it means to wear scent with intention.
Together, they helped articulate something we’ve always believed: fragrance isn’t about fitting a mold, but about amplifying what makes you you. That people-first energy carried into some of our most meaningful creative collaborations to date. Partnerships with mgk, Allyiah (@allyiahsface), and Mariana (@marianagrora) pushed Dossier further into culture, blurring the lines between fragrance and storytelling. Those worlds ultimately converged in lost americana, our cinematic hero drop of the year. Nostalgic yet modern, emotional yet grounded, it captured the feeling of a memory you can’t quite place—but never forget.
As the year moved into Q4, momentum turned into expansion. We introduced 11ml Trio Sets, launched six new 100ml fragrances, and unveiled standout creator collections, including Allyiah’s Better Days and Of The Hour. We also debuted Mariana’s Nace De Ti for the Mexican market, our first Dossier Original created exclusively for the Mexican audience, while expanding the availability of additional Dossier Originals across global markets, marking a major milestone in our international growth.
The holidays brought their own signature moments: Advent calendars, Nina Pool’s Scent-Mates Bundle Box, and the Dossier Originals Trial Set—a reminder that discovery remains at the heart of everything we do.
Culture, Community, and Going Global
2025 was also the year scent stepped fully into real life. From TikTok Shop Super Brand Day to meet-and-greets, boat parties, afterparties, and major industry moments at Cosmoprof Vegas and Beauty NY, Dossier showed up IRL in a big way. High-impact placements like Times Square billboards made fragrance feel larger than life—something you didn’t just wear, but experienced.
And perhaps most exciting of all, 2025 opened new doors—literally. We launched our first-ever Dossier boutiques in Nolita and Queens Center Mall in New York City, creating physical spaces where our universe could be experienced up close. Our retail footprint expanded across Target, CVS, Nordstrom Rack, Bellísima in Mexico, and throughout MENA, making scent more accessible than ever before. This was the year our focus widened from the viral scents to the people that bring them to life: Behind every launch, collaboration, and milestone was a growing team.
The People And The Applause
In 2025, Dossier welcomed 40+ new hires, traveled together to Miami and Bucharest, and earned Great Place to Work Certification—a reflection of the culture we’ve intentionally built from the inside out. The industry took notice, too. This year, Dossier was recognized by Inc. 5000, BeautyMatter, Beauty Inc. Power Brands, CEW, SheFinds, Men’s Health, and The Lead—honors that validated not just growth, but vision, values, and craft.
From first spritz to final moment, 2025 was steeped in French-crafted olfactory magic. It was a year defined by expansion—across launches, locations, culture, and community—and one we’ll be re-spritzing for a long time. Merci for being part of it. 2026? À suivre…
