72% of Gen Z Fuels Scentbird’s $19 Luxury Scent Subscription with Neiman’s Select

Subscription service giant Scentbird has partnered with luxury retailer Neiman Marcus to launch Neiman's Select, a curated collection of premium perfumes now accessible to Scentbird’s 1 million+ subscribers. The collaboration, announced today, marks the first time Neiman Marcus’s exclusive fragrance portfolio—traditionally reserved for high-end shoppers—will be available via a subscription model, democratizing luxury scents at an affordable price point.

Bridging Luxury and Accessibility

The partnership responds to growing demand for premium fragrances in the subscription economy, which has surged 24% year-over-year according to 2024 market data. Neiman's Select offers Scentbird subscribers access to over 30 luxury brands handpicked from Neiman Marcus’s renowned assortment, including niche houses like Byredo, Maison Francis Kurkdjian, and Tom Ford Private Blend. Each 8ml decant costs $18.95 monthly—a fraction of the average $250 price tag for full-size bottles sold at Neiman Marcus.

"Fragrance is the ultimate expression of personal style, yet many luxury scents remain out of reach for most consumers," said Bettina O’Neill, Scentbird’s EVP of Business Development & Merchandising. "Through Neiman's Select, we’re dismantling barriers by letting subscribers explore these exceptional perfumes risk-free".

Exclusive Perks and Seamless Upselling

Key to the collaboration is an innovative cross-purchase feature:

• Subscribers receive a complimentary leather fragrance case ($45 value) with their first Neiman's Select order.
• Those who discover a favorite scent can instantly purchase full-size bottles via a dedicated portal on Neiman Marcus’s website. Purchases count toward Neiman Marcus loyalty rewards.

This synergy capitalizes on Scentbird’s tech-driven flexibility and Neiman Marcus’s luxury curation. "Our clients expect unparalleled quality and exclusivity," noted Tatiana Birkelund, Neiman Marcus’s VP of Beauty. "This partnership introduces our fragrances to Scentbird’s discerning community while maintaining the prestige our brands demand".

Immersive Marketing Strategy

Scentbird is leveraging its Scent Society community—a network of 50,000 fragrance influencers—to amplify engagement to create TikTok and Instagram Reels showcasing Neiman's Select. Early content features influencers like @ScentSleuth comparing $18 decants to their $300 full-size counterparts, while YouTube tutorials demonstrate layering techniques using the collection’s unisex options.

The campaign coincides with Neiman Marcus’s "Fragrance Concierge" service expansion, which saw a 40% uptick in virtual consultations since 2024. Subscribers can now book complimentary 1:1 sessions with Neiman Marcus scent experts to refine their Neiman's Select preferences.

Future Outlook

The partnership is a strategic counter to Sephora’s 2024 acquisition of scent subscription service ScentBox.

"Luxury retailers can no longer ignore the $3.2 billion fragrance subscription market," said Linda Levy, CEO of The Fragrance Foundation. "Neiman’s Select proves high-end perfumery can thrive in flexible models without diluting brand equity".

With 72% of Gen Z consumers preferring discovery-focused shopping experiences (McKinsey, 2025), Neiman's Select positions both companies to capture younger demographics while retaining core luxury buyers.

As the collection rolls out, all eyes are on whether other heritage retailers will follow suit—potentially reshaping how luxury goods are distributed in the digital age.