Over the past few years, Charli D’Amelio has become a household name, reaching 146 million TikTok followers, starring in her own reality TV show on Hulu, and doing successful work in the sweets industry.
In 2020, TikTok star and sister Dixie D’Amelio became the faces of Morphe’s GenZ-based makeup line, Morphe 2. That same year, the brothers presented a nail polish line with Orosa Beauty. They’re also posting a series of ‘get ready with me’ and ‘my favourites’ cuteness images on their social channels. But fragrance is a new field for D’Amelio…
18-year-old Charli said she has never had a special scent, and she was always jealous when her parents sprayed them before they went out at night.
Now, she has created a fragrance of her own with Born Dreamer.
The process of creating the fragrance took exactly two years. Before reaching the Born Dreamer, D’Amelio said he flew to the south of France to meet with experts and test a range of fragrance mixes. “For me, scent is something I’ve come to love and learn about. It was incredible to witness how it was studied and how much time was spent developing a scent,” says D’Amelio.
Born Dreamer is composed of fruity floral top notes and skin musk base notes, thus the fragrance is strengthened differently by the natural aroma of each wearer. “Individual for everyone,” D’Amelio explained. He defines the scent as a pure and faith-enhancing scent.
One of D’Amelio’s goals in creating the fragrance was to inspire people to achieve their goals and fulfill their dreams. D’Amelio invited users to share their intentions and dreams with a content he created on TikTok for promotion.
The makeup content creator selected several people for the fragrance’s launch campaign, including Melz Morales and model Lori Ann. “I could have given a role to professional models or people who did campaign shoots,” D’Amelio said. “But for me, I wanted it to be a little different. I wanted to hear real opinions from people who don’t do it for a living… I think I could relate to the scent a little bit more by hearing what they think of it.”
D’Amelio hopes to continue to discover new scents and presumably expand the Born Dreamer collection.
The Born Dreamer Eau de Toilette is currently available at Ulta for $48 and a refill bottle for $35.