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Why Fragrance Is the Latest Red Carpet Accessory

Perfume brands are now sponsoring celebrity beauty professionals for events like the Golden Globes, even if their impact is all but invisible.
A photo of Amanda Seyfried looking over her shoulder at the 2024 Golden Globe Awards
Hairstylist Renato Campora used a fragrance and hair perfume from Parfums de Marly on client Amanda Seyfried for the 2026 Golden Globes, in partnership with the brand. (Getty Images)

Something smelled musky on the Golden Globes red carpet.

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About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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